PRODUCT MARKETING
Go-to-Market & Launch Planning
Launch Phases & Strategy
A structured approach to launching your product ensures a smooth rollout. The three main launch phases—pre-launch, launch, and post-launch—each require a strategic focus.
Why it's Important
Helps build momentum and awareness before launch.
Ensures a seamless transition between launch phases.
Enables data-driven adjustments post-launch.
Strengthens internal coordination across teams.
How to Implement
Pre-launch: Build anticipation, test messaging, and align internal teams.
Launch: Execute marketing campaigns, onboard early users, and monitor adoption.
Post-launch: Gather feedback, refine messaging, and scale adoption.
Available Workshops
Pre-launch Awareness Planning to define marketing strategy.
Customer Feedback Workshop for post-launch improvements.
Crisis Management Planning to handle unexpected issues.
User Onboarding Optimization to ensure smooth adoption.
Launch Metrics Analysis for ongoing improvements.
Deliverables
Pre-launch checklist with key preparation steps.
Go-to-market timeline detailing each phase.
Post-launch evaluation report summarizing success and next steps.
How to Measure
Brand awareness metrics pre-launch.
Adoption and engagement rates post-launch.
Customer feedback scores for product improvements.
Sales and revenue impact after launch.
Real-World Examples
OpenAI (ChatGPT)
Pre-launch hype, staged rollout, and continuous improvement.
Tesla
Creates demand pre-launch with teasers, then scales adoption.
Apple
Strong pre-launch marketing, massive launch events, and post-launch refinements.
Get It Right
Ensure strong pre-launch awareness and education.
Test launch messaging before the big day.
Prepare for customer questions and support needs.
Collect early feedback for post-launch optimization.
Use launch metrics to guide future improvements.
Don't Make These Mistakes
Rushing a launch without proper testing.
Ignoring post-launch engagement and support.
Underestimating the need for pre-launch buzz.
Failing to adapt based on early feedback.
Launching without clear internal alignment.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting