Launch Tier Definitions

Keep in mind that this framework should evolve according to the growth stage your company is going through, the problem(s) you are trying to solve and the structure of your team.

❓ Why this is important:

You will need buy-in from all of your stakeholders so it is best to create this process with them;
You will need all teams to understand what resources a launch requires and have a framework to decide which features would require a lot of effort to launch;
You will need to set and manage expectations both internally and externally.

Signals to look out for:

Product becomes aware of all their stakeholders and involves them;
Product starts to discuss launches with (Product) Marketing;
Launches have more firepower and (internal) attention;
All internal stakeholders are aware of the launches and rally around them for maximum impact;
Better documentation and preparation become available and is being prioritized, for all customer-facing teams.

🎯 Launch Tier Definitions

Marketing Investment & Effort by Tier/ (P)riority

Launch Tier	Tier Definition	GTM Objective	Example Distribution Channels + Tactics	Awareness	Demand Gen	Competitive Enablement	Effort description	Campaign Strategy
T1	New offering/ Game changer: Drives net-new customers with new products in new or adjacent markets Example: xx	New Monthly Recurring Revenue (MRR)	All from T2 + T3, plus
• Homepage banner • Launch webinar • Paid social boost	L	L	L	Full GTM activities for new product • Frequency: 1-2 a year	Dedicated campaign
T2	Product Line Evolution or Extension/ Segment Pleaser: Strengthens our market position with a broader, more differentiated and integrated portfolio. Either impacts a specific audience or addresses competitive gaps. Example: xx	Expansion revenue (upsell/ cross-sell)	All from T3 +
• Section on website • Explainer video • Social posts • Sales talk track for the feature	S	M	L	Partial GTM activities for a new product; include in campaigns and events • Frequency: 3-4 year	Align to existing integrated prospect/ customer campaign and/or dedicated customer marketing push
T3	Feature Enhancement/ Core improvement: Reinforces the value proposition with significant updates or additions to existing products Example: xx	Churn reduction	• In-app message to segment • Change log update • Product release notes mention		S	M	Add to existing Marketing and Sales collateral; promote to existing customer base • Frequency: 12-20 / year	Align to existing integrated customer campaign and/or dedicated customer marketing push
T4	Usability Improvement: Corrective functionality, bug fixes, or compliance changes Example: xx	Customer Retention: CSAT	• Changelog mention			S	Advise Sales and affected customers only via Marketing & Support • Frequency: Many	No campaign

🎯 Past launches

Examples. Adjust this based on your release history of key functionality.

Release	Launch Date	Tier	Solution story	1-2 sentence description	Example Use Case	Useful Analogy
Team Comments	10/07	2	[insert link]	Team commenting allows for same-team tagging within the ACME platform, so that teams can make hiring more collaborative.	A hiring manager focused on retention finds a useful section in the ‘defining your aha moment’ lesson. They tag a product designer on their team so that they can be on the same page when they discuss it next.	Tagging someone in a Loom video to view a specific point. Tagging someone in a LinkedIn post with content they might like.
Automated Actions	06/05	3	[insert link]	Helpful automations that trigger once a candidate is moved from one stage to the next in your jobs’ hiring pipeline.	A hiring manager that wants to do less repetitive tasks whether that is email outreach or setting up meetings. They automate key manual steps such as sending a rejection email if a CV hasn’t been included in an application.	If this happens or not, then that.