A big part of Product Marketing's role is to identify with any feature or product launch what type of impact you believe it's going to have on the business and any KPIs you're trying to move. A T1 launch is one of our biggest offerings: you're entering a new market and going after a new TAM. It's usually a 1-2 year effort.


We align with the product team upfront to determine what tier things will be. We do this when they're working on the roadmap. One of the things that I think is really important as a Product Marketing leader and team is to come up with that right cadence with Product to determine what the roadmap looks like and how to align feature launches, product launches, and the GTM strategy.

Ideally you're setting these things a year in advance. However, of course you still need to be iterative. Things change based on learnings, but you should at least have an idea going into the next year of the big T-1 launches.

T1 launches require firing on all cylinders across all of your marketing channels.

T2 is really about strengthening the existing market position of the product. An example of this would be releasing a bundle of advanced creation features.


T3 is typically just an enhancement and reinforcing the value proposition. We easily do 12 to 20 in a year.


Product Marketing's role is to make sure people are aware of these. We do a biweekly release newsletter to the company to keep people up to speed on these.


This was one of the first things I did when I joined Vimeo. I think it's really important to get buy-in for something like this and actually establish what your definitions of the GTM tiers are. It's really important to align with product leadership on what the product launch tiering is and make sure there's buy in. In the absence of that they're kind of useless, right?

My guess is that sometimes this isn't aligned with how Product thinks about things. It's so much better to establish upfront with Product in the roadmapping phase the tiering of all of these launches in a forward-looking view. This helps the Product team know how to prioritize, too.

My advice for anyone building out a Product Marketing function or trying to establish a working model for Product Marketing is that it's really worth doing this upfront work on how the company collectively wants to think about tiering launches and getting alignment on what those details look like.


Monty Wolper

Zoe Black

One of the first things I did when I joined Vimeo was align with Product leadership on these definitions for product launch tiers.

Product Launch Tiering at Vimeo

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