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PMA's Launch tier framework

Use this launch tier framework to decide which priority your launch falls under and what kind of pre and post-launch assets you'll need to build and roll out.
Product Marketing Alliance
Not all features are created equally and not every launch will deserve all the bells and whistles of a big announcement.
So, one of the most important questions you need to answer before your feature announcement kick-off session is, ‘What should the announcement priority level be?’

Step 1: Priority matrix

Plot your new product or feature on the matrix and determine which priority number it sits under. Remember, there can be different priorities within a priority - for example, a release that matches the market and wins new customers might be considered more of a Priority #2+ if you're only the second person in the market to offer it. Or, a Priority #1 that's not only new + innovative but also an environmental breakthrough might be given even more attention.
Keep existing customers
Win new customers
New + innovative
Priority 2
Priority 1
Match the market
Priority 3
Priority 2
⁠

Step 2: Use checklist below

Once you've agreed on your priority level, use the below checklists as a guideline for what's needed for launch. Although these lists aren't prescriptive, be careful not to over or under launch a product/feature by straying from them too much.

Tracking

There are
19
⁠
items on the checklist.
Priority 1 items complete:
0
⁠
⁠
Priority 2 items complete:
0
⁠
⁠
Priority 3 items complete:
0
⁠

⁠
Reset Checklist
⁠
⁠
Priority 1
Priority 2
Priority 3
Email
In-app message
Update existing webpages
Add new webpages
Positioning/messaging
Demo video
Social campaign
PPC campaign
Partner campaign
Internal training
Blog posts
Case studies
Customer campaign
Press release
Launch event
Webinar
Whitepaper
Sales battlecard
Competitor comparison
⁠

Step 1: Priority matrix
Step 2: Use checklist below
Tracking
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