The Definitive Product Launch Checklist
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