The Ultimate Product Launch Plan - Sponsored by LaunchNotes

	A	B	C	D	E	F	G	H	I	J
1	Launch name			#NUM!	DAYS UNTIL LAUNCH
2	Phase	Status	Deliverable	Description	External facing	Driver	Approver	Contributor	Informed	Due date
3	Planning	red	Centralized project materials/information	Link any/all PRDs, value prop pages, messaging docs etc. in LaunchNotes	N	PM		PMM		Week of project kick-off
4		red	Cross-functional launch kick-off	Officially kick off launch planning with PM, CS, Marketing, and Sales stakeholders	N	PMM				12 weeks before launch
5		red	Updated cross-functional calendars	Ensure all cross-functional release/launch calendars are up-to-date	N	PM	PMM			12 weeks before launch
6		red	Defined target audience	Existing, competitive, or prospective?	N	PMM	PMM	PM		11 week before launch
7		red	Go/no-go decision on inclusion of customers	Will you need customers quotes/stories/videos? If so, plan very early.	Y	PMM	CS			11 week before launch
8		red	Determine if any pricing will be impacted	Will pricing be impacted? Do you need to setup a new SKU?	Y	PMM	PMM	PM		11 week before launch
9		red	Agreed upon naming of new features	Decision register for any external feature naming (if applicable)	Y	PMM		PM		9 weeks before launch
10		red	Scoping of demo environment updates	Decide if and what needs to be updated on external demo environments	Y	PMM	PM			9 weeks before launch
11		red	Scoping of demo flow updates	Category if and what needs to be updated in customer demo flow	Y	PM	PMM			9 weeks before launch
12		red	Launch messaging doc/message house	First draft of GTM messaging that can be shared for review	Y	PMM	PMM	PM		8 weeks before launch
13		red	Field marketing activities	Will you announce this at any events? If so, which ones? What needs to be prepped?	Y					10 weeks before launch
14		red	Regular comms cadence	Create LaunchNotes release and ensure all stakeholders are subscribed	N	PMM		CS		Week of project kick-off
15		red		Schedule weekly launch check-ins/daily stand-ups	N	PMM				Week of project kick-off
16		red		Schedule 1-month out reminder	N	PMM				Week of project kick-off
17		red		Schedule 2-weeks out reminder	N	PMM				Week of project kick-off
18		red		Prepare internal day-of comms	N	PMM				3 weeks before launch
19		red		Prepare external day-of comms	Y	PMM	CS			3 weeks before launch
20		red		Prepare week-of and day-of schedules	Y	PMM			All	3 weeks before launch
21	Creation	red	Sales enablement messaging	Draft SDR outreach messaging	Y					4 weeks before launch
22		red	Sales enablement messaging	Draft customer email messaging	Y					4 weeks before launch
23		red	Content marketing assets	Create/update gated content	Y					8 weeks before launch
24		red		Draft launch blog (in LaunchNotes or on blog)	Y					8 weeks before launch
25		red		Update demo videos	Y					8 weeks before launch
26		red		Create new feature demo videos	Y					8 weeks before launch
27		red		Prepare updates to web assets/screenshots	Y					8 weeks before launch
28		red		Datasheets	Y					8 weeks before launch
29		red		Collect customer quotes/prepare customer case study	Y					8 weeks before launch
30		red	Demand gen activities	Create and record webinar slides	Y					6 weeks before launch
31		red		Design and build new creative for paid ads	Y					6 weeks before launch
32		red		Direct mail	Y					6 weeks before launch
33		red		Create content syndiation plan	Y					6 weeks before launch
34		red		Design and build new landing pages	Y					4 weeks before launch
35		red		Prepare SDR outreach comms in proper tooling	Y					3 weeks before launch
36		red		Prepare customer email comms in proper tooling	Y					3 weeks before launch
37		red	Sales enablement assets	Schedule sales enablement training	N					5 weeks before launch
38		red		Write script for new demo videos	Y	PMM				4 weeks before launch
39		red		Create sales enablement training slides	N					4 weeks before launch
40		red		Share impact to customer demos	Y					4 weeks before launch
41		red		Update competitive battlecards	Y					4 weeks before launch
42		red		Update first meeting decks	Y	PMM	Sales			4 weeks before launch
43		red		Create marketing-approved external slides	Y	PMM	PMM	PM		3 weeks before launch
44		red		Record new training demo	Y					2 weeks before launch
45		red	Social media activities	Draft social posts	Y					2 weeks before launch
46		red	Social media activities	Prepare social media post schedule	Y					2 weeks before launch
47		red	Documentation	Ensure all documentation is updated	Y					2 weeks before launch
48		red	PR assets	Draft press release	Y					4 weeks before launch
49	Execution	red		Confirm embargo dates	N					4 weeks before launch
50		red		Schedule media briefings	N					4 weeks before launch
51		red	AR assets	Schedule vendor briefings	Y					4 weeks before launch
52		red	Launch!	Run sales enablement training sessions	N					2 week before launch
53		red		Send day-of internal communications	N	PMM	PMM			Day of launch
54		red		Send day-of external communications	Y					Day of launch
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56	Created by:	Talia Moyal, Head of Marketing, Gitpod
57	Sponsored by:	LaunchNotes: One place to communicate product change
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