PRODUCT MARKETING
Go-to-Market & Launch Planning
Launch Tiers
Not all launches are the same—some require a full-scale rollout, while others are more iterative. Defining launch tiers helps prioritize resources and set clear expectations for stakeholders.
Why it's Important
Helps allocate the right level of resources and effort for each launch.
Aligns teams on expectations and goals for different types of launches.
Reduces risk by allowing phased rollouts when necessary.
Improves stakeholder communication and planning.
How to Implement
Categorize launch types: Beta, Soft Launch, Full Launch.
Categorize launch size based on business impact (Tier 1, 2, 3) with small launches bundled together.
Define criteria for each tier (audience size, market readiness, complexity, business impact).
Assign team responsibilities and required resources per launch tier.
Establish success metrics for each tier.
Available Workshops
Launch Tier Definition Workshop to categorize launches based on impact.
Stakeholder Alignment Session to clarify expectations.
Risk Assessment Workshop to anticipate challenges.
Beta Testing Planning to refine a phased approach.
Launch Scenario Planning for potential outcomes.
Internal Readiness Checklist Review to ensure alignment.
Deliverables
Launch tier framework with criteria for each type.
Resource allocation plan based on launch complexity.
Launch roadmap for upcoming product releases.
How to Measure
Successful execution of each launch tier based on goals.
Stakeholder alignment and preparedness through feedback surveys.
Resource efficiency metrics comparing effort vs. impact.
Real-World Examples
Facebook (Meta)
Launched new features via beta testing within specific user groups before a full release.
Apple
Uses big-bang full launches for new iPhones with global marketing campaigns.
Netflix
Tests new features in select markets before rolling out globally.
Get It Right
Clearly define launch objectives per tier.
Align internal teams on the level of effort needed.
Use beta launches to test and refine before full release.
Consider regional vs. global launch strategies.
Ensure support teams are prepared for new launches.
Don't Make These Mistakes
Treating every launch as a full-scale release.
Failing to define success metrics per launch type.
Ignoring stakeholder alignment before launching.
Overcomplicating launch tier definitions.
Not iterating based on beta or soft launch feedback.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting