Launch

The launch phase is typically led by Product Marketing and marks the moment the offering enters the market. During this period, the Offering Team closely tracks market response, traction, and performance against goals. Feedback from customers, press, analysts, field teams, and channel partners helps assess product quality, usability, and the effectiveness of sales and marketing materials. This phase is essential for listening, learning, and making adjustments.

Entry Criteria:
Successful exit of Build/Execute phase

Exit Criteria:
Typically this is a defined period after the product becomes generally available to ensure GTM and sales traction. Time ranges from a quarter for major offerings to days/weeks for minor offerings. Retrospectives are performed to measure progress against targets. Adjustments are made at the global or regional level as necessary.

Key Planning Deliverable:
Listen, Learn, Adjust

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Release Offering

The release of an offering means officially making a new product or service available our customers. It includes finalizing development, testing, and packaging, then launching with proper communication, support, and marketing. The release marks the point where our value is delivered and customer adoption can begin.

Execute Sales Plays, Marketing Campaigns & Programs

This is key to our launch because these activities create visibility, generate demand, and equip sales teams to reach customers effectively. These efforts communicate our offering’s value, build trust, and drive adoption, ensuring the launch not only delivers but also achieves real business impact.

Monitor Response and Traction in the Market

We monitor response and traction by tracking customer adoption, usage patterns, feedback, and satisfaction. We measure sales, trials/sign-ups, engagement, and retention, while also watching reviews, support tickets, and social mentions. These insights show how the market values the offering and guide improvements, marketing, and growth strategies.

Measure Performance

Measuring performance after launch shows if our offering meets goals, delivers value, and satisfies customers. It guides improvements and future decisions. Good metrics include adoption rates, active users, customer satisfaction (NPS/CSAT), retention, revenue impact, defect rates, and engagement levels to track success and growth.

Conduct Release Retrospectives

Conducting release retrospectives are important because they help us reflect on what went well, what didn’t, and how we improve. By learning from each release, teams can fix issues, repeat successes, and work more effectively together, leading to better offerings, faster delivery, and happier customers.