Mastering the Software Launch Process: Part 2

Mastering the Software Launch Process: Part 2

WRITTEN BY Lauren Kiser, FLUVIO CONSULTANT

In Part 1 of Master the Software Launch Process, we talked about assembling a cross-functional team, defining release ties, and setting lifecycle stages. Now, with those components in place, our client proceeded to define critical launch cadence components. Read on to learn more about the importance of realistic timelines, structured meetings, and open communication.


1. Set realistic timelines

A surefire way to risk the success of a launch is to rush it. Oftentimes, product marketers find themselves up against unrealistic and/or arbitrary deadlines. But it’s important to take the time required to successfully execute your launch strategy based upon the previously agreed upon launch tier, stages, and required deliverables.

For example, an initial tier 1 closed beta launch may require more time to prepare for than transitioning that same tier 1 features from closed beta to general availability. Write this down! By having their ideal timeline and rationale for determining a launch date documented, our client was able to ensure that everyone remained aligned throughout the process.

It also gave them something to point to when inevitable delays in the feature’s delivery pushed the timeline. For example, if engineering is one week delayed in delivering the UI for that same tier 1 closed beta, GTM teams should not be expected to make up for that delay; they still need time to adequately create the launch materials, enable internal teams, and prepare customers.

Launch timelines helped our client create clarity around expected launch dates and why a launch may be delayed. But there are always expectations to the rule; these are often uncovered during critical cross functional meetings, which brings me to my next point…

2. Implement a structured meeting cadence

An important part of meeting deadlines and adjusting timelines when needed is having a structured meeting cadence where cross-functional team members can surface any issues as they arise.

Consider the following meetings during your launch process:

Kick off

  • Timing/Cadence: One time; 2 weeks before Alpha, 4 weeks before beta, or 6 weeks before GA

  • Attendees: Full cross-functional team

  • Agenda: Review what’s launching, the tier/stage, roles/responsibilities, timelines/milestones, and key deliverables

Working group sync

  • Timing/Cadence: Weekly

  • Attendees: Product Operations lead, Product Management lead, Product Marketing lead, GTM Enablement lead, Customer Success lead, Customer Enablement lead, Customer Success Operations lead, Customer Marketing lead

  • Agenda: Review the project plan and share status updates 

Leadership check in

  • Timing/Cadence: Bi-weekly

  • Attendees: Product Operations lead, Product Management lead, Product Marketing lead, GTM Enablement lead, Customer Success lead, Customer Enablement lead, CEO, CRO, CMO, SVP Product, SVP Customer Success

  • Agenda: Share critical updates, milestones, and blockers

Go/no-go

  • Timing/Cadence: 1-3 business days before a stage launch

  • Attendees: Product Operations lead, Product Management lead, Product Marketing lead, GTM Enablement lead, Customer Success lead, Customer Enablement lead, Support lead, Implementation lead, Solutions Engineering lead

  • Agenda: Determine if each cross-functional team is prepared and has what they need

Go live 

  • Timing/Cadence: One time; day of launch

  • Attendees: Product Operations lead, Product Management lead, Product Marketing lead, Design lead, Customer Success Operations lead, Customer MarketingLead

  • Agenda: Run through the go-live checklist and push all the buttons!

3. Communicate up, down, and across

In addition to a well-defined meeting cadence, it’s important to keep the lines of communication open between everyone involved in the launch process.

Here are a few ways our client encouraged communication up, down, and across:

  • Dedicate launch channels: Whether you’re using Slack, Teams, or another communication tool, create a dedicated space for conversations about this particular launch to maintain clarity. Invite all cross-functional partners and leadership team members to the channel and pin helpful documents like the launch plan, kickoff deck, etc.

  • Leadership sign-off emails: Anytime your cross-functional team makes a critical decision in the launch process (determining a launch date, delaying a launch, pricing for the feature, etc.), it can be helpful to draft an email to leadership that indicates the decision and asks for their written sign off. This ensures that everyone remains on the same page and is held accountable for the decisions agreed to by all parties.

There’s still more to it!

Now that you’re on your way to mastering the components of the launch process that require you to wrangle team members and communicate effectively, we can move on to the nitty gritty. In the next part of Master the Software Launch Process series, we’ll look at documenting a robust launch plan, creating a diverse range of assets, and enabling internal and external teams.