How to run a fully coordinated product launch

A centralized product launch resource enables clear communication between you, your team, and your customers.

When a product launch is well-coordinated, it can be a game changer for both your company and your customers. But every team meeting, demo, and deadline is also an opportunity for slippage, and, if one thing goes wrong in a product launch, it can cascade into a much bigger problem quickly.

The best way to avoid that slippage is to build a system that lets everyone — from your teammates to your customers — know exactly what to expect and what to do throughout the launch process.

When your product launch planning happens in five different Slack channels, 15 email chains, and three weekly calls, you’re begging for a communications breakdown.

A single Airtable base for all your product launch planning lets your whole team keep track of which steps need to be completed before your product can launch, as well as who’s responsible for each of those steps.

Then, if you want to check in on how a particular feature is coming along, you don’t need to go through the steps of finding out who’s responsible for that feature, checking when the feature’s due in Google Calendar, and then writing them an email to see if they’re on track to meet that due date.

Keeping all of your product deadlines in a single resource empowers every one of your team members to see the whole picture of precisely how the product launch will be moving forward on any given day, allowing them to keep to their own deadlines while also holding each other accountable.

With this setup, you can set up a chime block that will play a custom sound effect every time a new record appears in this view.

With a more centralized and active calendar system, your entire team will stay better oriented around every step in the launch process.

It’s easy to get so caught up in overseeing the actual product development pipeline that you overlook the strategy of exactly how to publicize product releases to your target audience segments. A centralized product launch base won’t just have all the information and assets for your new product: it’ll also empower you to leverage those assets to develop a coordinated, multi-channel plan for pitching your new product to new and returning customers.

As your team develops features for your new product, your marketing team can get to work staging newsletters advertising those features — all in the very same product launch base.

The base’s Monthly Newsletters table gives you a place to create records organizing all of your new product’s features into digestible, strategic messages to your customers. Each record can feature:

A team is only as good as its playbook. If your teams are scrambling to prepare a product launch across dozens of different collaboration tools, it won’t matter how talented your product managers are or how amazing your new product is: you’ll be losing time and resources by making sure all the work on all those different tools stay in sync. When it comes to product launches, that’s time you don’t have.

A centralized product launch resource can provide clarity of communication between you, your team, and your customers. You’ll stay on the same page throughout the process, and there’ll be little cause for confusion as your final product comes together and your launch timer ticks down to that ultimate release.

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