ABCDEFGHIJKLMNOPQRS
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DELIVERABLESTATUSOWNERDAYS OFFSETDRAFT DUEFINAL DUECOMMENTS & LINKS
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MESSAGING & POSITIONING
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Announcement strategy
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Internal Q&A
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Core messaging
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PRODUCT MANAGEMENT
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Product features
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Definition of pain points, competitors, personas, target accounts
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Product pricing
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BETA PROGRAM
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Beta program
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Beta metrics and learnings
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Press-ready customers
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PRODUCT COLLATERAL
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Blog series (3-4, with 1-2 "in the can" at launch)
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Case study(ies) (1-3)
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Solution brief
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e-Book
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Short email cadence
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New tool or checklist
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"State of..." report
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"State of..." report companion infographic
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Starter RFP (doubles as test guide to set requirements)
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Demo videos (short, 90-second how-tos)
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Silent video (10-20-second for web and landing pages)
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"Chalk Talk" type video
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WEB PAGE(S)
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Stage product and use case web page updates
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Stage blog post
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Stage demo video
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Stage homepage hero
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Stage updated collateral
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Test all links and workflows pre-live
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Test web pages (across all browsers and mobile devices)
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Push all staged content live
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Test all links and workflows post-live
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Put press coverage on site
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PUBLIC RELATIONS
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Launch deck
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Identify press targets
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Identify analyst targets
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Write press abstracts
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Write briefing talking points and (maybe) create slides
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Write press release
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Schedule press release
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Schedule social posts of press release and resulting news
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Send email to board, advisors, and other friendlies to like/share social posts
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SALES ENABLEMENT
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Sales deck revisions
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Customer email (addressed from AE)
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Sales playbook
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Sales FAQ and competitive updates
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INTERNAL LAUNCH
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Launch roundup
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All hands announcement and call-to-action
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DEMAND-GEN
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Launch event, if applicable
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Other events
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Newsletter insert (customer, prospect, partner)
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Prospect webinar
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Customer webinar (training)
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Announcement email (customer, prospect, partner)
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Internal email pre-announcement
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Prospect email series
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Social media plan and posts
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Advertising plan and ads (copy, targets, messages, art, offers)
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"Readiness" toolkit (multiple things in 3D package to ABM)
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Assessment offer (companion piece to report)
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