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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
0
Task Category
Task
Owner
Complete
Market Analysis
8
Define the purpose of your analysis
AD
Understand the market size and value
MM
Compare the competition
AC
Identify your target market
AC
Analyse publicly available data
AD
Speak to industry associations
MM
Collate, analyse and act on your findings
AC
AC
There are no rows in this table
Persona Research
9
Understand your aims
AD
Put together a master list of persona questions
MM
Conduct interviews
AC
Complement phone/face-to-face interviews with web and social analytics
AD
Run workshops with customer and prospect-facing teams to compare your findings
MM
Collate your learnings and identify trends
AD
Turn your qualitative and quantitative findings into personas
MM
Share your findings with relevant teams/departments
AC
AC
There are no rows in this table
Pricing
10
Determine the business' goals
AC
Conduct pricing analysis across the competition landscape
AC
Analyse internal information
AC
Find customer trends (i.e. how they purchase, length of sales cycle, critical points, etc.)
AD
Speak to your target market
MM
Work out associated initial and ongoing costs (incl. adding a value to features)
AC
Decide your strategy and price point for new customers
AD
Decide your strategy and price point for prospects
MM
Create a framework for testing
AC
Run a sales rollout workshop
AD
There are no rows in this table
Positioning
5
Identify which problem(s) you're solving for your customers
AD
Complete your positioning template
MM
Complete your messaging framework
AC
Complete your storytelling framework
AD
Circulate frameworks with relevant people/teams/departments
MM
There are no rows in this table
Goal Setting
2
Refer to your business' objectives and set a clear goal that has a:
Timeframe
Specific and measurable metric
AD
Tell relevant departments about your goal and their role in achieving it
MM
There are no rows in this table
Go-to-Market (GTM)
10
Consolidate your persona, positioning and messaging work
AD
Decide on a sales strategy
MM
Conduct a sales and marketing material impact assessment
AC
Create your marketing plan - incl. timelines and assigned tasks
AD
Create your sales enablement plan
AD
Create your post-launch plan
MM
Fill in your GTM template
AC
Update marketecture diagram(s)
AD
Update competitor analysis tracker
MM
Circulate your GTM template with relevant teams/departments
AD
There are no rows in this table
Collateral creation/updates
20
Create a collateral calendar/timeline
AD
Blog posts
MM
Social posts - paid and organic
AC
Whitepaper
AD
Webinar
MM
Press release
AD
New web pages
MM
Existing web pages
AC
Video demo
AD
Email copy - prospects
MM
Email copy - customers
AD
Push notifications
MM
Guides
AC
FAQs
AD
User guide content
AD
Map and define up/cross-sell messaging
MM
Onboarding messages - either create new or assess the impact on your existing ones
AC
Customer feedback survey/forms
AD
Adverts
MM
Customer testimonials (from beta version, if applicable)
AD
There are no rows in this table
Sales enablement
10
Sales training content
AD
Sales one-pager
MM
Battlecards
AC
Training sessions
AD
Cheat sheets (if required)
MM
Demo/training video
AD
Email templates
MM
Pitch decks
AC
Playbook
AD
Social selling aids
AD
There are no rows in this table
Internal launch
10
Determine which people and departments will be impacted
AD
Put a communication plan in place
MM
Arm the right people with the right information - ideally face-to-face
AC
Create and share a central and accessible location to store content
AD
Ask for feedback
MM
Keep a clear and open line of communication/support
AD
If applicable, launch/test beta version
MM
Make sure partners are aware of the launch
AC
Create and document release notes
AC
Make sure everyone has what they need before launch
AC
There are no rows in this table
External launch
5
Stress test every customer and prospect touch point
AD
Have a crisis plan in place
AD
Stick to marketing tactics as per your marketing plan
AD
Make internal contact point(s) known company-wide
AD
Keep everyone up-to-date with any delays/issues
AD
There are no rows in this table
Analysis
4
Monitor and optimise all marketing channels
MM
Measure onboarding effectiveness - refine/change if necessary
MM
Define your cost per acquisition (CPA) for each channel
MM
Monitor website and useage analytics and act if/where necessary
MM
There are no rows in this table
Feedback
5
Release a post-launch survey
AD
Gather feedback from customer and prospect-facing teams
AD
Prioritise tickets/change requests
AD
Conduct win-loss interviews
AD
Collect customer case studies
AD
There are no rows in this table
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