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