The Definitive Product Launch Checklist
Guru's definitive product launch checklist is here to help all revenue teams master the art of the new feature announcement.
Table of Contents
We know you’re a super busy person, and that's why we created the Definitive Product Launch Checklist to help you master the art of the new feature announcement. Whether it’s work, mind, body, or soul, we’ve got you covered.
45 Days Out
Product
Here's what the Marketing/Sales/CS orgs need from you to get started
- Finalize launch date
- Confirm feature name
Customer Support
- Begin testing to determine what frequently asked questions might be
Product Marketing
- Determine launch messaging (and theme, if applicable)
- Gather social proof quotes from customers with early access
Partner Marketing
- Determine if feature can be co-marketed
- Identify partners and reach out
Everyone
- Remind yourselves you’re awesome by watching the pep talk scene from Cool Runnings
30 Days Out
PR
- Reach out to media for announcement/interview placement
20 Days Out
Product Marketing
- First draft of collateral
- Deck slides
- One-sheet
- Blog post
- Sales readiness FAQ
Partner Marketing
- Receive first drafts of partner marketing efforts for approval
Everyone
- Blow off some steam with a 20-minute dance party
14 Days Out
Product Marketing
- Legal review of collateral
PR
- Finalize media placement
10 Days Out
Customer Support
- Full feature demo for sales team
- Write Help Center documentation for new feature
- First draft of launch webinar
- Content
- Hosts
- Expected questions
- Expected day(s)/time(s)
Product Marketing
- Educate sales team on target persona/messaging/collateral
Everyone
- Go for a 15-minute walk (unless it’s raining/snowing… and if it is, just have a big group stretch)
7 Days Out
Product Marketing
- Final draft of all collateral
Partner Marketing
- Confirm final drafts of partner marketing efforts
5 Days Out
Demand Generation/Growth Marketing
- Identify email targets
- ,[object Object],
- Prepare email announcement
Customer Support
- Finalize launch webinar
Everyone
- JENGA TOURNAMENT
1 Day Out
PR
- Send announcement to media (under embargo)
Everyone
- Banish your anxiety! Try a group mindfulness exercise
- Alternate: Watch the pep talk scene from Remember the Titans
Day Of (morning)
Product Marketing
- Publish blog post
Demand Generation/Growth Marketing
- Promote on social
- Send email announcement
Partner Marketing
- Confirm partner efforts have gone live
PR
- Confirm announcements have gone live
Sales
- Reach out to prospects about new feature
Customer Support
- Reach out to customers about new feature
- Invite them to launch webinar
- Publish Help Center documentation for new feature
Everyone
- Spread the word!
Day Of (afternoon)
Everyone
- Party
- ,[object Object],Food
- Booze (if you’re into that — and hey, no peer pressure)
- Balloons
- Sweet tunes
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