I created this presentation because there was a big disconnect between Product, CS, and Marketing. Marketing was put in a position where they would promote new features constantly, but most features didn't get any attention.

I created this to give the product team a better understanding of:
- What resources a launch requires
- Which features would be worth a lot of effort to launch
- How we think about features and their value to users
- What they can expect from Marketing and CS
- How we involve other teams
- What needs to happen before a launch

Once I shared this internally, a few things happened:
- Product became aware of all their stakeholders and involved them
- Product started to negotiate launches with Marketing
- Launches had more firepower and attention
- All internal stakeholders were aware of launches and rallied around them
- Better documentation and preparation was available for our CS team

When using this artifact, keep in mind that every org is different. The frameworks are useful, but the process will vary.

Buy-in from all stakeholders is key to roll this out. So it’s important not only to negotiate with them, but co-create it with them as well.

Be tough on what's an AAA launch vs. AA:
- You are the champion of the customer, insignificant features that competitors already have are not an AAA launch
- No one wants an AA or A launch, but it's your tool to ensure that your engineers don't waste time on easy fixes.
- If your competitor has the feature you are launching it's an A or a AA launch, no excuses.

Vakis Rigas

Typeform needed a way to bridge the gap between Product, CS, and Marketing in order to make effective marketing plays. This document solidifies our GTM process and aligns the team on how product marketing works with product to introduce new features to the market.

Note: This artifact reflects the opinions of an individual. It has not been prepared by Typeform, and Typeform does not endorse its contents. The artifact does not describe Typeform’s former or current strategy.

Go to Market Process at Typeform

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