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PMA's Launch checklist

There are lots of micro-projects and plenty of reliance on other internal teams to help launch products. Here's a checklist to ensure no stone goes unturned.
Getting a new product or feature to market is no easy feat.
There are lots of micro-projects and plenty of reliance on other internal teams to help you get there, so, to make sure no stone goes unturned, here's a checklist to work off.
Remember, launches vary from release-to-release and no two are identical. For that reason, this template should be tweaked on a case-by-case basis to fit the circumstances of each launch.

Task categories

As you check off tactics in the , the task categories table below will change
Task Category
Open Tasks
Completed Tasks
Perecent Complete
1
Market Analysis
4
4
50%
2
Persona Research
7
2
22%
3
Pricing
8
2
20%
4
Positioning
3
2
40%
5
Goal Setting
0
2
100%
6
Go-to-Market (GTM)
8
2
20%
7
Collateral creation/updates
18
2
10%
8
Sales enablement
8
2
20%
9
Internal launch
7
3
30%
10
External launch
4
1
20%
11
Analysis
4
0
0%
12
Feedback
3
2
40%
There are no rows in this table

Reset Checklist
Full checklist
Task Category
Task
Owner
Complete
Market Analysis
8
Define the purpose of your analysis
Adam Davis
Understand the market size and value
Maria Marquis
Compare the competition
Alan Chowansky
Identify your target market
Alan Chowansky
Analyse publicly available data
Adam Davis
Speak to industry associations
Maria Marquis
Collate, analyse and act on your findings
Alan Chowansky
Alan Chowansky
Persona Research
9
Understand your aims
Adam Davis
Put together a master list of persona questions
Maria Marquis
Conduct interviews
Alan Chowansky
Complement phone/face-to-face interviews with web and social analytics
Adam Davis
Run workshops with customer and prospect-facing teams to compare your findings
Maria Marquis
Collate your learnings and identify trends
Adam Davis
Turn your qualitative and quantitative findings into personas
Maria Marquis
Share your findings with relevant teams/departments
Alan Chowansky
Alan Chowansky
Pricing
10
Determine the business' goals
Alan Chowansky
Conduct pricing analysis across the competition landscape
Alan Chowansky
Analyse internal information
Alan Chowansky
Find customer trends (i.e. how they purchase, length of sales cycle, critical points, etc.)
Adam Davis
Speak to your target market
Maria Marquis
Work out associated initial and ongoing costs (incl. adding a value to features)
Alan Chowansky
Decide your strategy and price point for new customers
Adam Davis
Decide your strategy and price point for prospects
Maria Marquis
Create a framework for testing
Alan Chowansky
Run a sales rollout workshop
Adam Davis
Positioning
5
Identify which problem(s) you're solving for your customers
Adam Davis
Complete your positioning template
Maria Marquis
Complete your messaging framework
Alan Chowansky
Complete your storytelling framework
Adam Davis
Circulate frameworks with relevant people/teams/departments
Maria Marquis
Goal Setting
2
Refer to your business' objectives and set a clear goal that has a:
Timeframe
Specific and measurable metric
Adam Davis
Tell relevant departments about your goal and their role in achieving it
Maria Marquis
Go-to-Market (GTM)
10
Consolidate your persona, positioning and messaging work
Adam Davis
Decide on a sales strategy
Maria Marquis
Conduct a sales and marketing material impact assessment
Alan Chowansky
Create your marketing plan - incl. timelines and assigned tasks
Adam Davis
Create your sales enablement plan
Adam Davis
Create your post-launch plan
Maria Marquis
Fill in your GTM template
Alan Chowansky
Update marketecture diagram(s)
Adam Davis
Update competitor analysis tracker
Maria Marquis
Circulate your GTM template with relevant teams/departments
Adam Davis
Collateral creation/updates
20
Create a collateral calendar/timeline
Adam Davis
Blog posts
Maria Marquis
Social posts - paid and organic
Alan Chowansky
Whitepaper
Adam Davis
Webinar
Maria Marquis
Press release
Adam Davis
New web pages
Maria Marquis
Existing web pages
Alan Chowansky
Video demo
Adam Davis
Email copy - prospects
Maria Marquis
Email copy - customers
Adam Davis
Push notifications
Maria Marquis
Guides
Alan Chowansky
FAQs
Adam Davis
User guide content
Adam Davis
Map and define up/cross-sell messaging
Maria Marquis
Onboarding messages - either create new or assess the impact on your existing ones
Alan Chowansky
Customer feedback survey/forms
Adam Davis
Adverts
Maria Marquis
Customer testimonials (from beta version, if applicable)
Adam Davis
Sales enablement
10
Sales training content
Adam Davis
Sales one-pager
Maria Marquis
Battlecards
Alan Chowansky
Training sessions
Adam Davis
Cheat sheets (if required)
Maria Marquis
Demo/training video
Adam Davis
Email templates
Maria Marquis
Pitch decks
Alan Chowansky
Playbook
Adam Davis
Social selling aids
Adam Davis
Internal launch
10
Determine which people and departments will be impacted
Adam Davis
Put a communication plan in place
Maria Marquis
Arm the right people with the right information - ideally face-to-face
Alan Chowansky
Create and share a central and accessible location to store content
Adam Davis
Ask for feedback
Maria Marquis
Keep a clear and open line of communication/support
Adam Davis
If applicable, launch/test beta version
Maria Marquis
Make sure partners are aware of the launch
Alan Chowansky
Create and document release notes
Alan Chowansky
Make sure everyone has what they need before launch
Alan Chowansky
External launch
5
Stress test every customer and prospect touch point
Adam Davis
Have a crisis plan in place
Adam Davis
Stick to marketing tactics as per your marketing plan
Adam Davis
Make internal contact point(s) known company-wide
Adam Davis
Keep everyone up-to-date with any delays/issues
Adam Davis
Analysis
4
Monitor and optimise all marketing channels
Maria Marquis
Measure onboarding effectiveness - refine/change if necessary
Maria Marquis
Define your cost per acquisition (CPA) for each channel
Maria Marquis
Monitor website and useage analytics and act if/where necessary
Maria Marquis
Feedback
5
Release a post-launch survey
Adam Davis
Gather feedback from customer and prospect-facing teams
Adam Davis
Prioritise tickets/change requests
Adam Davis
Conduct win-loss interviews
Adam Davis
Collect customer case studies
Adam Davis
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