# SDPMG — Product Launch Template

> **San Diego Product Marketing Group** · sdpmg.com
> Duplicate this page into your own Notion workspace, then make it yours.

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*How to use this: Start with your tier, cross out what you don't need, set your KPIs, and assign owners before you kick off.*

## 1. Launch overview

- **Product/feature name:**
- **Launch tier (1-5):**
- **Target launch date:** (work back 3-4 months for tier 1 and 2)
- **Audience:** who is this for?
- **Problem we're solving:**
- **Why now?** (conference, market moment, competitor move)
- **Launch lead (PMM):**
- **Scrum Master/project lead:** (if none, this is you)
- **Executive stakeholder:**

## 2. Launch goals and KPIs

Pick 3 to 5 that matter most for this launch. Set targets before kickoff, and review at 30, 60, and 90 days.

*Tip: Match your KPIs to your tier. A tier 1 launch should have a revenue goal, while a smaller launch may only need adoption and awareness.*

| Category | KPI | Baseline | Target | How we'll measure | Owner |
|---|---|---|---|---|---|
| Revenue | Revenue or pipeline goal | | | | |
| Revenue | New vs. existing customer sales | | | | |
| Adoption | % of customers using the product/feature | | | | |
| Adoption | Activation rate or time to first use | | | | |
| Awareness and demand | Landing page traffic, leads, demo requests | | | | |
| Awareness and demand | Campaign engagement, PR/press coverage | | | | |
| Sales and partner readiness | Enablement completion rate | | | | |
| Sales and partner readiness | Partner-sourced deals or partner activity | | | | |
| Customer experience | Support tickets related to the launch, feedback or NPS | | | | |
| Launch execution | Launch date hit, % of tasks completed on time | | | | |

## 3. Launch checklist

Check off what you need, then assign an owner and due date in the Task owners table.

**Foundation**
- [ ] Messaging and positioning doc
- [ ] Product release notes

**Internal training**
- [ ] Product docs
- [ ] Sales and support enablement
- [ ] Internal training sessions

**Website**
- [ ] Landing pages
- [ ] Product pages
- [ ] Assets

**Partner marketing**
- [ ] Partner portal updates
- [ ] Partner communications

**Campaigns**
- [ ] Promo to new customers
- [ ] Promo to existing customers
- [ ] Videos and tutorials
- [ ] PR
- [ ] Event/conference tie-in

**Customer-facing**
- [ ] Knowledge base articles
- [ ] Support readiness

## 4. Task owners

| Task | Owner | Manager approved? | Hours/week | Start sprint |
|---|---|---|---|---|
| | | | | |

*Reminder: get manager buy-in before you commit anyone's time.*

## 5. Kickoff agenda (30-45 min)

1. What the launch is about (PMM)
2. Who the audience is and what we're solving for (PMM)
3. Goals and KPIs (PMM)
4. Plan, timeline, and sprint schedule (Scrum Master)
5. Questions and blockers

## 6. Sprint rhythm

- **Cadence:** every 2 weeks, same day (ours was Tuesday)
- **Length:** 30 minutes or less
- **Attendees:** only owners with tasks in the current sprint
- **Format:** walk the board, then each owner gives their status, blockers, and whether they need more time
- **Rule:** unfinished tasks roll into the next sprint

## 7. Sprint order (typical)

1. Messaging, positioning, and release docs
2. Internal enablement
3. Website
4. Partner and campaign assets
5. Launch and post-launch review

## 8. Post-launch review

- Did we hit our KPIs, and why or why not?
- What worked?
- What didn't?
- What goes into the playbook for next time?

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*Want to go deeper on tiers? See my post on the tiering system (link coming soon).*

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*Template by SDPMG — San Diego Product Marketing Group · sdpmg.com*