One of the biggest mistake I see companies making is assuming that once a product is launched, the role of #ProductMarketing is done and dusted. The reality is that this is when the real Product Marketing work that informs the long-term success of you product and brand begins.
Pre-launch a lot of what Product Marketers do is somewhat academic, using wider market insights to shape segmentation, value proposition, messaging strategy, content development, and marketing and sales enablement. It is not until the product is launched that companies start getting real, truly irrefutable #data, which they have the power to effect going forward.
- Acquisition rate
- Adoption rate
- Conversion rates
- Win/loss data
- Customer support tickets
- Customer feedback
Whose role is it to look at all of this data and grasp the full picture?
Sales, support (and maybe business opps/intelligence functions) may take care of post-launch activities through their respective lenses, but in isolation, these are not enough to capture the end-to-end #customerexperience, where it needs tweaking, and where we are seeing early successes which need to be fully understood and replicated or improved on.
The exact list of data points may vary from company-to-company, so a quicker way to make sure nothing is missed is by considering which teams PMMs are spending the most time with pre-launch vs post-launch.
Too many companies are too quick to pull Product and PMM resources on the new shiny idea, the second a product goes to #generalavailability (GA).
Post-launch someone needs to oversee, and stich together
- New customer acquisition learnings
- Win/loss insights
- Customer expectations, behaviour, experiences and feedback to inform win-back, retention and upsell plans.
Do you have a #postlaunchstrategy?
You cannot afford not do!
If you do have one, who owns it?