When I was working with a software company, I had the pleasure of leading the marketing and communication efforts to launch a new product. On the day of the launch, there was a large group of people on a Zoom call going through the checklist and countdown before the launch. It was an exciting experience. It felt like I was on the team that launched the first man to the moon.
On that day, everyone had their role and mine was to stand by to communicate with the customers during the launch if anything went wrong, or to confirm that the update went smoothly. It was the ultimate experience of teamwork.
I am happy to report that this launch was successful and we generated a significant jump in leads for the company. So, how did we do it?
While that day was exciting and memorable, it was just one element of a multifaceted "flight" plan and interdepartmental collaboration that had taken place for months in advance.
The reality is that for a product launch to be successful, each department in the company (marketing, communications, sales, product management and customer service) should have checklists for their specific responsibilities. On top of that, there is also a need for overall leadership and management of the project as a whole.
Here are a few items that leaders need to ensure happen for a successful launch:
1. Don't skip the pre-flight check: conduct market research before you start product development
Imagine launching a rocket without thoroughly researching the destination planet or atmosphere. Unknown dangers will be faced. That's what launching without market research is like. Understanding things like the competitive landscape, the size of the market and your position in that market, as well as your ideal customer's pain points and needs, is essential.
Skipping this research can lead to a product that nobody wants or needs, leaving you stranded in a market far from success. While there are costs involved, conducting this exploratory research in advance is well worth it considering the huge amounts of money that will be saved from avoiding a black hole.
If a product update, release or feature is being developed for just one or two customers, it may need to take a back seat to other developments that serve a broader need. Research can reveal the greatest volume of need and potential for ROI before wasting money on development.
2. Maintain strong signals: communication and collaboration company wide are critical
"Houston, we have a problem." The key to avoiding phrases like this often lies in collaboration and communication between the marketing, customer success, sales, finance and product teams, and it needs to start even before the decision is made to develop the product.
All stakeholders need to be consulted to provide different perspectives and concerns from their viewpoint. While a customer and product manager might think a new feature is necessary, a marketer or sales director might be aware of a nuance in the market that would make that feature irrelevant and not helpful to making sales.
While keeping in close communication is very important even before the product development begins, maintaining that communication among all stakeholders is also critical throughout the process. As complications appear, adjustments can be made to prevent big surprises on or after the launch.
It's important to include all employees in the communication process. They should be the first to know about launch news, trained on the new product or feature and given plenty of time to absorb the communications to be mentally prepared to communicate with customers.
Make sure that one person is designated as the coordinator for the launch to facilitate communication and problem-solving among all parties.
3. Fuel your rocket: ensure your team has sufficient resources and a plan to launch successfully
A successful launch requires fuel (resources) and a flight plan. Underestimating the budget, timeline, or personnel needed can lead to a sputtered launch and product failure.
In smaller companies, it may be expected that existing staff assist with launching the product. But the reality is that they are already supporting the company's existing needs so may lack the time to devote to it.
While marketing often owns this function in the form of a Product Marketing Manager, in early-stage companies there may not be a budget for this position so a team member who has available time might need to play this role. Ideally, this person excels at organization, collaboration, mediation and problem-solving.
If everyone on the team is already maxed out on capacity, a consultant may be needed to manage the launch as a special project.
In time, as the company's revenue and budget grows, a Product Marketing Manager should be hired to manage launches, create pricing strategies, develop product messaging and collateral, and conduct ongoing research on market changes to inform product evolution.
Hiring a consultant to help with a launch can be a way to train your existing staff to handle the next launch on their own.
4. Don't celebrate too soon: set up post-launch support and continual measurement to get the best results
The launch is just the beginning. Part of your planning process needs to be how to market the product continually after the launch.
Just as research was conducted in the beginning, research and continual monitoring need to be conducted after the launch to assess how the product is aligning with customer and prospect expectations and identify snags that might derail sales.
While a plan for post-launch should be developed, the timeline for execution may need to be flexible and adjusted as customers begin to engage with the new product and provide feedback about modifications needed to address problems. In some cases, the launch may spur a need for additional functionality that was not already anticipated.
Setting up a customer feedback tool in advance of the launch will help you identify problems quickly and assess how future modifications are mitigating issues.
Summary
By avoiding common pitfalls and focusing on thorough preparation, clear communication, and continuous improvement, you can ensure your product launch is a soaring success, leaving the competition in the dust (or rather, floating in the atmosphere). So if you are planning a product launch soon, buckle up and make sure your team is prepared for liftoff. With these tips, your product launch will be "out of this world" and your product will have a better chance of reaching star status.
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