Product Launch Plan

Cross-functional launch plan with messaging, sequencing, channel matrix, and success metrics.

# Product Launch Plan â [Product / feature name] **GA date:** [YYYY-MM-DD] **Launch tier:** [Tier 1: full marketing / Tier 2: customer-facing / Tier 3: internal-only] **Launch owner:** [Name] ## Launch goals The two outcomes this launch must produce. Not a list of activities â outcomes. 1. [Outcome A â measurable] 2. [Outcome B â measurable] ## Audience - Primary: [who] - Secondary: [who] - Press / analyst: [yes / no â if yes, separate brief] ## Messaging architecture - One-liner: [12 words or fewer] - Three benefit messages: [...] - Positioning vs. closest alternative: [...] - Demo storyline: [3-act narrative] ## Channels and assets | Channel | Asset | Owner | Due | |---|---|---|---| | Website | Hero update, pricing page, FAQ | | | | Blog | Launch announcement post | | | | Email | Customer announcement, prospect nurture | | | | Sales | Pitch deck, demo flow, FAQ | | | | Customer Success | Migration guide, in-app banner | | | | Social | Twitter/X thread, LinkedIn post | | | | PR | Press release, embargoed briefings | | | | Partner | Co-marketing brief | | | ## Sequencing - T-30: kickoff, alignment, lock messaging - T-21: assets in production - T-14: enablement starts (sales, CS, support) - T-7: pre-briefs to press / analysts under embargo - T-3: dry-run, final QA - T-0: ship + announcement live - T+7: post-launch readout meeting - T+30: results review + retrospective ## Internal enablement - Sales: [training session date, certification check] - CS: [migration guide, escalation paths, training session] - Support: [updated KB articles, FAQ, escalation path] - Engineering: [on-call rota for launch week] ## Risk and rollback - What could go wrong in the first 48 hours, and our preemptive answer: - Performance regression â [response] - Pricing confusion â [response] - Competitive response â [response] - Rollback criteria: [explicit thresholds] ## Success metrics (review at T+30) | Metric | Baseline | Target | Actual | |---|---|---|---| | Awareness (web traffic) | | | | | Conversion (signups / pipeline) | | | | | Adoption (customers on new feature) | | | | | Revenue impact | | | | | Customer satisfaction (NPS or specific survey) | | | |

Price: Free
State: approved