Product launch tiers framework

Not every product launch deserves the same level of investment, and treating them all the same is a fast track to either wasted resources or a missed opportunity. A truly innovative, market-first release warrants a very different approach to a feature that simply keeps you competitive.

This framework helps you match your launch effort to the strategic value of what you're releasing, so you're never over- or under-launching again.

What is a product launch tiers framework?

This framework is a two-step tool for calibrating your launch activity to the right priority level. It works as follows:

1. Plot your launch on a matrix using two axes – how innovative the release is (from "match the market" to "new and innovative") and what it's designed to achieve (retaining existing customers vs winning new ones). Where your launch sits determines its priority level: Priority #1, #2, or #3.
2. Use the corresponding checklist to determine which launch activities are needed. The checklist covers 15 activities across email, in-app messaging, web updates, positioning and messaging, demo video, social and PPC campaigns, partner campaigns, internal training, blog posts, case studies, customer campaigns, press release, launch event, webinar, whitepaper, sales battlecard, and competitor comparison, with each activity mapped to the priority levels that warrant it.

Priority #1 launches get the full treatment. Priority #3 launches focus on the essentials. And the framework allows for nuance – a release that sits between levels can be treated as a #2+ or adjusted based on context.

Who is it for?

This framework is for product managers and product leaders who want a structured, repeatable way to plan and scope their launch activities. It's particularly useful when working across product and marketing teams, where alignment on launch scope and effort can otherwise be a source of friction.

How to use the framework

Start by discussing the launch with your team and agreeing on where it sits on the matrix. Being honest about how innovative it really is and what business goal it primarily serves. Once you've landed on a priority level, use the checklist as your starting point for scoping launch activities.

The lists aren't prescriptive, but they're a reliable guide. Stray too far from them in either direction, and you risk launching with either too little impact or more effort than the release warrants.

Download your product launch tiers framework

Product launch tiers

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