Launch best practices for B2B and B2B2C products between 1 - 50 million euro ARR. 1. Switch gears 2. Launch principles 3. Solving for who, what and how 4. Celebrating launch

1. From Done to Launch
Setting Up for Successful Product Adoption

2. Deepa Daniels
Product Director at Peakon
Over the next 20 minutes, we’ll focus examples,
principles, frameworks and tools, people and
processes that relate to successful product launches
Launch is a broad subject and I will be focusing on
the needs and requirements for B2B and B2B2C
products between 1 - 50 million euro ARR.
1. Switch gears
2. Launch principles
3. Solving for who, what and how
4. Celebrating launch

3. What is Peakon?
The real-time employee engagement
platform. Collects and analyses employee
feedback. Directs action towards the key
drivers that will increase engagement and
retention.

4. A data company, not a
survey company.

5. +120.000 unique employees surveyed
per month (growing 10% MoM)
+65 million data points of unique
employee feedback gathered (doubles
every 6 months)
Employees in 160 countries surveyed
(97 last month alone)
Everyone using same methodology.
Creating the only True Benchmark.

6. Heartbeat by Peakon
http://heartbeat.peakon.co
m

7. 1. Switching gears?
From development to delivery

8. Not so agile anymore?
How early should you start preparing
for launch?

9. 2. Starting with why?
Launch Principles

10. Answering the question of release or
launch?

11. A product is nothing without a launch
A launch is nothing without impact and
adoption

12. Future Press Release
“What we need to
do is always look
into the future”
Jeff Bezos

13. 3. Solving for Who, What & How?
People, Process, Tools and Frameworks

14. Internal stakeholders External stakeholders
Product
Marketing
Customer
Success
Sales Product
Team
Customers Users Media
Who are the People involved in a launch?
- What do they need?
- Who is responsible for what?
- How will you communicate with them?

15. Product team
The product team are responsible for:
· Setting the pace for feature releases
· Deciding on the Complexity | Impact
· Adding & updating release documentation
· Where needed, involving the CS team as
upstream as possible to plan training & share
release plan - potentially an end of month
recurring release week for high impact/high
complexity features
· Ensuring features are on staging for the
determined amount of time before releasing to
production
· Working with CS to ensure documentation is
ready for release
How can the product team help?

16. Customer Success team
How can the CS team help?
The CS team are responsible for:
· Planning and attending any trainings
· Preparing and reading documentation
· Taking time to get to know the features once on
training
· Preempting questions from customers
· Sharing knowledge

17. What will you do
for launch?
Advertising
Release notes
In product message
Targeted messaging
Announcement
Blogs
Newsletter
Documentation
Sales training
Customer support
Customer training
Webinars
Press

18. How will you prepare for and execute launches?
What Tools & frameworks will you need?
Example: Sending launch messaging in product
Do you have repeatable and lean processes in place?
Positioning, pricing, packaging
Documentation
Internal and external communication and training

19. OPTIONAL
KEEP GOING
No need to stop now, move on to the next
phase or adjust for feedback
DESIGN
What design process are you going for? Ensure
you are very clear on scope
LAUNCHALPHA / BETA (BOTH OPTIONAL)DESIGN & DEVELOPMENT
OPTIONAL
PROJECT PAGE
Remember this is an evolving page, so start off with
the problem you’re going after
DOCUMENTATION
Documentation and Training should be engaged as
soon as there is something usable
SHARE FEEDBACK
Share customer feedback with Design,
Engineering and Marketing
INTERNAL TRAINING
Sales, Success & Support should all be trained on
what is being launched and going into beta
MARKETING
You should engage marketing to formalize
messaging, and begin the marketing launch track
OPTIONAL
PRE-ANNOUNCE
Where a launch will cause a change, a pre-
announcement is strongly advised
QUALITY ASSURANCE
Create a test plan with QA during development, keep
them updated with changes
OPTIONAL
FURTHER TRAINING
Sales, Success & Support may need a refresher
depending on project length
LAUNCH DAY
Share the good news externally and internally, a war room is
recommended, as is inviting some support folk
SHARE FEEDBACK
Share feedback openly, highlighting how you're doing
against launch goals and usage

20. Impact Analysis
Complexity
Impact
High Impact | Low complexity High Impact | High Complexity
Easy to understand
High customer impact
Released with default settings on (admin
only)
Proactive approach
Minimum amount of time on staging?
Ideal time to release?
Requires deeper understanding
High customer impact
Released with default settings on (admin
& manager)
Proactive approach
Minimum amount of time on staging?
Ideal time to release?
Podio - feature release cards
Slack - product updates
Internal webinar
Internal training
Sensitive comments
Attrition prediction
Micro courses
Podio - feature release cards
Slack - product updates
Internal webinar
Internal training
Changes to numbers on dashboard
(participation rate aggregation)
Changes to navigation (new dashboard)
Low Impact | Low complexity Low Impact | High complexity
Easy to understand
Low customer impact
Reactive approach - can happen anytime Requires deeper understanding
Low customer impact
Reactive approach - can happen anytime
Slack - product updates
Internal Webinar
Released with default settings on or off
Weekly updates on Slack etc.
Bulk notify
Segment management on employee
records
Slack - product updates
Docs & Assets app
Released with default settings on or off
Segment methodology change (Apr ‘18)
Upgrading questions

21. 4. Celebrating Launch?
Measuring and celebrating adoption and impact

22. Celebrate together before you move on
Highlight and share how you do
on launch goals?

23. In conclusion
How do you setup for successful
product adoption?
· Build upon the foundation of your
launch principles
· Understand the needs of all the
people involved
· Create and update processes,
frameworks and tools as the
people, product and objectives
change
· Measure and celebrate success

24. Thank you
deepa@peakon.com / @DeepaDaniels