5 Recommendations to Help Attentive Leaders Align on Product Launches (Plus 3 Free Templates)

5 Recommendations to Help Attentive Leaders Align on Product Launches (Plus 3 Free Templates)

WRITTEN BY Lauren Kiser, FLUVIO CONSULTANT

For any high-growth company, an effective go-to-market (GTM) strategy is essential. Attentive, a leader in personalized messaging solutions, recognized the need to refine their GTM process to improve efficiency, accountability, and cross-functional alignment. Fluvio stepped in with a structured framework designed to enhance communication, streamline execution, and ensure successful product launches.


The Challenge

While Attentive’s product marketing team had a GTM framework in place, misalignment across teams and a lack of structured accountability hindered execution. Without clear ownership and tracking mechanisms, launches faced unnecessary delays and inefficiencies. To drive more effective launches, Fluvio recommended a structured, transparent, and communicative approach to the GTM process.

Key Recommendations

1. Establish a Cross-Functional Meeting Cadence

A weekly or bi-weekly cross-functional meeting should be implemented, bringing together leaders from:

  • Engineering

  • Product

  • Product Marketing

  • Demand Generation

  • Customer Marketing

  • Customer Success

  • Sales

  • Enablement

This ensures that all teams are aligned on release roles, milestones, and progress updates. The meetings should be structured with a set agenda, including launch progress updates, blockers, and required actions, to maintain efficiency and drive accountability.


2. Implement a Launch Tracker

A centralized shared spreadsheet should be used to track every product and feature release in real time. The tracker should include:

  • Responsible parties from engineering, product, and product marketing

  • Defined stage gate dates

  • Required updates before each meeting

By ensuring that every team updates their progress before each meeting, the launch tracker enhances transparency, identifies bottlenecks early, and keeps everyone aligned on deliverables.


3. Introduce Stage Gates with Go/No-Go Meetings

Stage gates should be clearly defined for critical milestones such as:

  • Completion of designs

  • Code freeze

  • Testing

  • Beta release

  • General availability (GA)

At each stage gate, a go/no-go meeting should be held, requiring a verbal “go” from each cross-functional leader. This ensures alignment and commitment before moving forward. If any team flags a blocker, mitigation plans should be documented and assigned actionable next steps with clear deadlines to prevent unnecessary delays.


4. Strengthen Internal Communications

After each go/no-go meeting, executive leadership should receive a structured email summarizing the outcome, next steps, and required actions. If a release is delayed (“no-go”), the email should outline the steps necessary to get back on track.

Additionally, internal communication should be streamlined through dedicated GTM communication channels, such as Slack or Confluence, to ensure real-time updates and easy reference to launch statuses and dependencies.


5. Execute a GTM Process Roadshow

To ensure company-wide buy-in, a short presentation should be developed, summarizing the GTM process, key roles, and critical components. This roadshow should be delivered to stakeholders across teams to drive awareness and alignment. Additionally, Fluvio recommends incorporating interactive Q&A sessions and collecting feedback to refine the GTM framework based on stakeholder input.


New Tools & Templates

To support these recommendations, Fluvio provided the following templates:


Conclusion

By implementing these GTM process enhancements, Attentive can drive more effective and efficient launches, ensuring cross-functional alignment and accountability. Fluvio’s structured approach not only streamlines execution but also enhances visibility across teams, reducing bottlenecks and increasing the success rate of new product introductions.

With clear ownership, improved tracking, and stronger communication channels, Attentive is now positioned for continued growth and innovation, ensuring that every product launch is executed with clarity, confidence, and strategic alignment.