Q:How do I plan a successful product launch?

A successful launch starts well before the announcement: product marketing should shape the plan, and the team should check that messaging matches the product's intent rather than trusting a schedule to prove alignment. Marty Cagan argues that product marketing's core job is answering why customers should care, so it belongs in planning from the start².

01Start With Positioning

• Define a clear positioning that explains why the product is different and why the market should care².
• Involve product marketers in planning so features and timing reflect market leverage, not just engineering readiness².
• Work out the go-to-market approach early, since how the product is sold can significantly shape its requirements⁹.

02Check Alignment, Not Just Milestones

• Cagan warns that a launch checklist being on schedule doesn't prove the launch is aligned with the market strategy².
• Keep product managers and product marketers talking frequently so both share the market strategy and expectations².
• Tailor the focus to the company type: acquisition and retention for consumer products, sales channels and competitive perception for enterprise².

03Make the Go or No-Go Call

• Assess the opportunity before committing, including the problem statement, competitors, differentiator, and success metrics, and make an explicit go or no-go decision with senior management⁹.
• Kill launches lacking evidence of value, usability, and feasibility rather than pushing ahead by default⁴.