Throughout my decade-long career as a Technical Product Manager, I have had the pleasure of launching multiple high-impact products in the Enterprise technology space. My experience spans the entire technology stack, from launching x86 servers to delivering Infrastructure as a Service (IaaS) cloud platforms and launching Software as a Service (SaaS) solutions. And across these different products, one consistent factor for product success has been a solid product positioning and launch strategy.
In this article, I will share my learning and tips for an impactful product launch providing actionable insights that technical product leaders can leverage to succeed in bringing new products to market.
How and when to start: The Pregame
The groundwork for positioning and launch starts way before product development. A product manager’s starting point should always be their customer’s pain point. The first step is conducting in-depth research including customer surveys, 1x1 customer interviews, and
In parallel, you have to ensure the product aligns with a strategic business goal ensuring the launch will support company-wide objectives and drive the desired outcomes. This will help you tap into various events and marketing moments at the wider company level where you can help elevate the message around your product. Early engagement with key cross-functional teams such as engineering, marketing, pricing, sales, and support ensures that everyone is on the same page when it comes to product market fit.
What are the Input signals you can rely on: Dual intent feedback collection
Once the product is defined and teams begin the development work, product managers need to rely on continuous input signals to ensure product success. Keeping an open communication stream to gather customer feedback is invaluable, potential users can provide insights that can quickly help course correct during development. This is especially true for software products where you can make iterative improvements. One truly effective method that worked for me while developing a new product during my time working at the world’s largest cloud provider was establishing a
You should also keep tabs on the broader market trends and adjust your approach accordingly. Opting to engage with internal teams during development is another layer of input. Regular reviews and updates with internal teams help you see your blind spots early.
How to write a Go-to-market Strategy: Get the message out
Before I answer that question let’s understand what is a
Once you establish a goal for your launch, the GTM plan becomes easier to define. You can focus on creating collaterals, events, and campaigns that speak directly to the target customer base. For example, if your goal is to create awareness you may think about media outreach, partner outreach, and customer outreach. Finally, all of the strategizing will be of no use if you don’t define and track the measure of success from day one, so make sure that you have Key Performance Indicators (KPIs) both for the product and your GTM defined in advance and have a way to track them.
I will leave you with this, think about establishing your product’s unique value proposition before a single line of code is written, this will lay the groundwork for a successful market introduction. Remember, a well-defined GTM strategy not only streamlines the path to launch but also ensures your product reaches the target audience.
Thanks for reading! Feel free to reach out to me or drop a question or comment below.
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