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    Product Launch Playbook

    Uploaded by

    Stella Nguyen
    The document outlines four tiers of product launches - Tier 1 for a new product/service launch, Tier 2 for a new feature launch, Tier 3 for an updated feature launch, and Tier 4 for an internal update. It provides a chart that lists the deliverables and processes needed for each tier of launch, indicating whether they are required, optional, or not needed based on the tier. The chart serves as a guide for planning product launches of varying scope and audience.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Product Launch Playbook

    Uploaded by

    Stella Nguyen
    126 views1 page
    The document outlines four tiers of product launches - Tier 1 for a new product/service launch, Tier 2 for a new feature launch, Tier 3 for an updated feature launch, and Tier 4 for an internal update. It provides a chart that lists the deliverables and processes needed for each tier of launch, indicating whether they are required, optional, or not needed based on the tier. The chart serves as a guide for planning product launches of varying scope and audience.

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    The document outlines four tiers of product launches - Tier 1 for a new product/service launch, Tier 2 for a new feature launch, Tier 3 for an updated feature launch, and Tier 4 for an internal update. It provides a chart that lists the deliverables and processes needed for each tier of launch, indicating whether they are required, optional, or not needed based on the tier. The chart serves as a guide for planning product launches of varying scope and audience.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    126 views1 page

    Product Launch Playbook

    Uploaded by

    Stella Nguyen
    The document outlines four tiers of product launches - Tier 1 for a new product/service launch, Tier 2 for a new feature launch, Tier 3 for an updated feature launch, and Tier 4 for an internal update. It provides a chart that lists the deliverables and processes needed for each tier of launch, indicating whether they are required, optional, or not needed based on the tier. The chart serves as a guide for planning product launches of varying scope and audience.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    PRODUCT LAUNCH PLAYBOOK 

     
    Your deliverables and process will differ based on the level of your product launch. We’ve broken it down into four tiers. 
    Tier 1 is a complete product launch, Tier 2 is a new feature launch, Tier 3 is a feature launch, and Tier 4 is a simple internal 
    launch. Use this chart to decide what you need and what you don’t for each level of your product launches.  
     
     
    TIER 1 - External  TIER 2 - External  TIER 3 - External  TIER 4 - Internal 

    New Product/Service  New Feature  Updated Feature  Internal Update 


    ~6 Weeks  ~5 Weeks  ~2 Weeks  ~2 Weeks 
    Product Brief  ✔  ✔  If Applicable  If Applicable 
    Pricing Updates  ✔  If Applicable  ✘  ✘ 
    Beta with Pre-Release  ✔  If Applicable  If Applicable  If Applicable 
    Press Release with Customer Quote  ✔  If Applicable  ✘  ✘ 
    Press/Analyst Outreach  ✔  If Applicable  ✘  ✘ 
    Demand Gen Outreach/Program  ✔  ✔  ✘  ✘ 
    In-Product (UI) Announcement  ✔  ✔  ✔  ✘ 
    Technical Blog  ✔  If Applicable  If Applicable  ✘ 
    Content Program  ✔  ✔  If Applicable  ✘ 
    Inclusion in Customer Newsletter  ✔  ✔  ✔  If Applicable 
    Dedicated Customer communication (Email or in-app)  ✔  ✔  ✔  ✘ 
    Social Media Campaign  ✔  If Applicable  If Applicable  ✘ 
    Corporate wide email  ✔  ✔  ✘  If Applicable 
    Trademark Registration  ✔  ✘  ✘  ✘ 
    Domain Registration  ✔  ✘  ✘  ✘ 
    Paid Media (SEO, Banner)  ✔  ✔  ✘  ✘ 
    Updated Website  ✔  ✔  ✔  If Applicable 
    Sales, AM, CSM, Support Training  ✔  ✔  ✘  If Applicable 
    Onboarding/Support Training  ✔  ✔  ✘  If Applicable 
    Learning Module Updated  ✔  ✔  ✘  ✘ 
    Sales Enablement/Demo Assets (Script, video, etc.)  ✔  ✔  ✔  ✘ 
    New/Updated Sales Training  ✔  ✔  ✔  ✘ 
    New/Updated Deal Qualification Process  ✔  ✘  ✘  ✘ 
    New/Updated Product Video  If Applicable  If Applicable  ✘  ✘ 
    New/Updated Pitch Deck  ✔  ✔  ✔  ✘ 
    New/Updated Data Sheet  ✔  ✔  ✔  ✘ 
    Updated Sales & Marketing Playbook  ✔  ✔  If Applicable  ✘ 
    Pre-GA Sales Enablement  ✔  ✔  ✘  ✘ 
    Product Visualization  ✔  ✔  ✘  ✘ 

    www.crayon.co

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