TL;DR
• A successful product launch is about accomplishing objectives, not just completing tasks.
• Overloaded checklists don’t equal launch readiness.
• Focus on building cross-functional capabilities.
• Shift from deliverables to organizational preparation.
A successful product launch is defined by the ability to meet clear launch objectives, but achieving those objectives requires more than just completing a list of tasks. Launch readiness is often misunderstood—too many organizations believe that if they’ve checked all the boxes on their launch checklist, they’re ready to go. But this couldn’t be further from the truth.
Launch Readiness is when a company is prepared to promote, sell, deliver, onboard and support a product on the day of the product launch and achieve the launch objectives.
True launch readiness is about preparing your organization to execute seamlessly across all departments. It’s not about how many tasks you’ve completed; it’s about whether your team is capable of delivering on the launch objectives. Unfortunately, too much emphasis is placed on deliverables rather than capabilities, leading to product launches that don’t live up to expectations.
In this article, I’ll explore how to be ready for a product launch by focusing on building the right organizational capabilities and aligning your team’s efforts with key objectives.
The Problem with Launch Checklists
Launch checklists are often used as a guide to measure readiness. You might see a checklist filled with tasks like “send out press release,” “train sales team,” “finalize product website,” and “schedule launch events.” While these tasks are necessary, they can become overwhelming and grow in complexity over time. What starts as a simple reminder of things to do can morph into a tangled web of deliverables that distract from the real goal: ensuring your organization is prepared for launch.
The problem with relying too heavily on a checklist is that it focuses on task completion rather than capability building. It’s easy to fall into the trap of thinking that once all tasks are checked off, you’re ready. But in reality, that checklist doesn’t tell you if your marketing team is truly equipped to drive demand or if your sales team can effectively position the product to prospects.
As launch checklists grow, they can become bloated with unnecessary deliverables, creating a false sense of preparedness. For example, adding items like “create an internal memo about the launch” or “gather feedback on the press release” might seem important, but they do little to enhance the actual capabilities needed for a successful launch.
Example of a Bloated Checklist
Consider this scenario: You’re about to launch a new software product. Your checklist includes:
• Write press release
• Update product page
• Schedule press interviews
• Train sales team on product demo
• Finalize customer onboarding materials
• Host internal launch meeting
While each of these items is important, none of them directly address the capabilities your team needs. The press release may go out on time, but does your sales team know how to handle objections from customers? The product page might look polished, but is your customer success team ready to support new users during their onboarding process? A checklist may tell you what to do, but it doesn’t ensure your organization is actually prepared.
What Does It Mean to Be Launch Ready?
To be truly launch-ready, an organization must focus on aligning its objectives with the capabilities of each functional area. Instead of simply asking if tasks have been completed, ask whether your team can execute on the launch objectives. Every department must be able to perform its role effectively, and that requires preparation that goes beyond checklists.
Defining Launch Objectives
Launch objectives are the benchmarks for success. These objectives should be specific, measurable, and aligned with your business goals. For example, your objectives might include:
• Achieving a 10% increase in market share within the first six months.
• Gaining 1,000 new users in the first 90 days.
• Generating 50 qualified leads per week after launch.
When your objectives are clear, it’s easier to determine what capabilities are required to meet them.
For instance, if one of your objectives is to gain 1,000 new users, your marketing team must be capable of creating and executing a demand generation campaign that resonates with your target audience.
If your objective is to generate 50 leads per week, your sales team must be well-prepared to nurture and close those leads.
Focusing on Capabilities Over Deliverables
The key to launch readiness is to shift from deliverables to capabilities. Deliverables are important—they help ensure certain activities are completed—but they don’t tell the whole story. Capabilities, on the other hand, are what enable your team to meet launch objectives.
For example, your marketing team should be capable of running a multi-channel campaign that effectively communicates the product’s value and engages prospects. Your sales team should be able to articulate the product’s unique selling points and address common objections with ease. Your customer success team needs to be ready to onboard and support new users immediately after launch, providing a smooth and positive customer experience.
Building these capabilities takes time, preparation, and often training. But once your team is capable, you’re truly ready for a product launch, regardless of whether every box on a checklist has been checked.
Building Cross-Functional Launch Capabilities
Cross-functional collaboration is crucial for a successful product launch. Each department brings its own expertise to the table, but it’s the synergy between these teams that makes the launch a success. When departments work in silos, the launch can feel disjointed and uncoordinated. But when they collaborate, the entire organization is aligned and working toward the same goal.
Breaking Down Silos
One of the biggest barriers to launch readiness is the existence of silos within an organization. For instance, marketing may be working hard to build awareness and generate demand, but if they aren’t communicating with the sales team, the sales team might not be prepared to handle the influx of leads. Similarly, the product development team might be making last-minute tweaks, unaware that the customer success team isn’t fully equipped to support the new features.
Breaking down these silos requires regular communication and collaboration between departments. Teams need to be aligned not just on tasks, but on the bigger picture—what the launch objectives are and how their role contributes to achieving them.
Regular Cross-Functional Check-Ins
One way to ensure alignment is through regular cross-functional check-ins. These meetings should involve representatives from every department involved in the launch: marketing, sales, product development, customer success, and any other relevant teams. During these check-ins, teams can share updates, address potential roadblocks, and ensure that everyone is on the same page.
For example, if the product development team is delayed in finalizing a feature, marketing and sales should be aware so they can adjust their plans accordingly. If the sales team is receiving feedback from prospects about specific product concerns, this information can be relayed to the product and marketing teams to refine messaging and positioning.
Avoid the Shortcut of Checklists
It’s tempting to take shortcuts when preparing for a product launch by relying on a checklist. But as we’ve seen, a checklist is not a substitute for capability building. Checking off tasks might give the illusion of progress, but if those tasks aren’t contributing to your organization’s ability to meet launch objectives, they’re not helping.
The key is to prioritize capabilities over deliverables. Instead of overwhelming your team with a long list of tasks, focus on preparing them to execute their roles effectively. This might mean fewer items on the checklist, but it also means a higher likelihood of success.
Case Study: A Checklist-Heavy Launch Gone Wrong
Consider a company that relied too heavily on their launch checklist. They completed every task—press releases, social media posts, sales training—but when launch day came, things quickly fell apart. The marketing team’s demand generation efforts were lackluster, leading to fewer leads than expected. The sales team struggled to articulate the product’s value and close deals, and customer success was overwhelmed with support requests from confused new users. Despite their checklist being complete, the company wasn’t ready.
Wrap Up
A successful product launch is about more than just completing tasks—it’s about preparing your organization to meet the objectives that will define your success. By focusing on building cross-functional capabilities, breaking down silos, and aligning your teams with launch objectives, you’ll ensure that your team is truly ready for a product launch.
Rather than overloading your checklist with deliverables, invest time in building the capabilities your teams need to execute effectively. With the right preparation, your launch can be a seamless, successful experience that achieves its goals.