Go to market with your new launch

Launches vary in size and impact. Big features or changes to core functionality may deserve a full marketing plan, especially if they address churn or bring users back. Smaller updates often work best with a lighter approach, since too many announcements can overwhelm users.

For larger launches, consider setting clear criteria such as technical readiness, documentation, and stakeholder sign-offs. Clarify who handles deployment, monitoring, communication, and go/no-go decisions. Having roles defined avoids confusion at critical moments.

It also helps to prepare for different scenarios. Smooth launches are the goal, but think through what happens if a major bug appears or a rollback is needed. Contingency planning reduces stress and speeds up response.

After launch, track feedback and metrics, and run quick retrospectives. Even simple reviews help improve future launches. Over time, your process should adapt to the scale of each release and lessons learned.