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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
Market Analysis
4
4
50%
Persona Research
7
2
22%
Pricing
8
2
20%
Positioning
3
2
40%
Goal Setting
0
2
100%
Go-to-Market (GTM)
8
2
20%
Collateral creation/updates
18
2
10%
Sales enablement
8
2
20%
Internal launch
7
3
30%
External launch
4
1
20%
Analysis
4
0
0%
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
Understand the market size and value
Compare the competition
Identify your target market
Analyse publicly available data
Speak to industry associations
Collate, analyse and act on your findings
Persona Research
9
Understand your aims
Put together a master list of persona questions
Conduct interviews
Complement phone/face-to-face interviews with web and social analytics
Run workshops with customer and prospect-facing teams to compare your findings
Collate your learnings and identify trends
Turn your qualitative and quantitative findings into personas
Share your findings with relevant teams/departments
Pricing
10
Determine the business' goals
Conduct pricing analysis across the competition landscape
Analyse internal information
Find customer trends (i.e. how they purchase, length of sales cycle, critical points, etc.)
Speak to your target market
Work out associated initial and ongoing costs (incl. adding a value to features)
Decide your strategy and price point for new customers
Decide your strategy and price point for prospects
Create a framework for testing
Run a sales rollout workshop
Positioning
5
Identify which problem(s) you're solving for your customers
Complete your positioning template
Complete your messaging framework
Complete your storytelling framework
Circulate frameworks with relevant people/teams/departments
Goal Setting
2
Refer to your business' objectives and set a clear goal that has a:
Tell relevant departments about your goal and their role in achieving it
Go-to-Market (GTM)
10
Consolidate your persona, positioning and messaging work
Decide on a sales strategy
Conduct a sales and marketing material impact assessment
Create your marketing plan - incl. timelines and assigned tasks
Create your sales enablement plan
Create your post-launch plan
Fill in your GTM template
Update marketecture diagram(s)
Update competitor analysis tracker
Circulate your GTM template with relevant teams/departments
Collateral creation/updates
20
Create a collateral calendar/timeline
Blog posts
Social posts - paid and organic
Whitepaper
Webinar
Press release
New web pages
Existing web pages
Video demo
Email copy - prospects
Email copy - customers
Push notifications
Guides
FAQs
User guide content
Map and define up/cross-sell messaging
Onboarding messages - either create new or assess the impact on your existing ones
Customer feedback survey/forms
Adverts
Customer testimonials (from beta version, if applicable)
Sales enablement
10
Sales training content
Sales one-pager
Battlecards
Training sessions
Cheat sheets (if required)
Demo/training video
Email templates
Pitch decks
Playbook
Social selling aids
Internal launch
10
Determine which people and departments will be impacted
Put a communication plan in place
Arm the right people with the right information - ideally face-to-face
Create and share a central and accessible location to store content
Ask for feedback
Keep a clear and open line of communication/support
If applicable, launch/test beta version
Make sure partners are aware of the launch
Create and document release notes
Make sure everyone has what they need before launch
External launch
5
Stress test every customer and prospect touch point
Have a crisis plan in place
Stick to marketing tactics as per your marketing plan
Make internal contact point(s) known company-wide
Keep everyone up-to-date with any delays/issues
Analysis
4
Monitor and optimise all marketing channels
Measure onboarding effectiveness - refine/change if necessary
Define your cost per acquisition (CPA) for each channel
Monitor website and useage analytics and act if/where necessary
Feedback
5
Release a post-launch survey
Gather feedback from customer and prospect-facing teams
Prioritise tickets/change requests
Conduct win-loss interviews
Collect customer case studies
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