TL;DR:
A product launch is a team effort.
There are four primary roles: Launch Director, Readiness Owner, Project Manager, and Executive Sponsor.
The Launch Director is accountable for success and makes the final go/no go decision.
Readiness Owners have subject matter expertise in their functional area.
The Project Manager keeps things on schedule.
The Executive Sponsor is a champion for the launch team at the executive level.
In the world of product launches, there are four distinct roles on an effective launch team. But too often, these roles are not clearly defined. This leads to friction among team members and ultimately impacts your launch success.
In this post, we'll look at the four key roles of an effective launch team. You'll learn what each role is responsible for and why it is crucial to your launch success.
1. The Launch Director: The Captain of the Ship
The Launch Director is ultimately accountable for the success of the product launch. They make the final go/no-go decision. Think of them as the captain of the ship. They need to have a clear vision for the launch and be able to communicate that vision to the rest of the team.
2. The Readiness Owners: The Subject Matter Experts
The Readiness Owners are the people who have subject matter expertise in their respective areas. They will be responsible for executing the launch plan. For example, you might have a Readiness Owner for marketing, one for sales, and one for customer success. These people know their areas inside and out and coordinate with their functional area to ensure launch readiness.
3. The Project Manager: The Keeper of the Schedule
The Project Manager is responsible for keeping the launch on track. They will create and manage the launch timeline, track progress, and ensure everyone meets their deadlines.
4. The Executive Sponsor: The Champion at the Top
The Executive Sponsor champions the launch at the executive level. They secure the resources and support the launch team needs to succeed and communicate the launch status at the executive level.
Wrap-Up: The Importance of Clearly Defined Roles
When launch team roles are not clearly defined, it can lead to confusion and conflict. People may not know what they are responsible for or who they should be reporting to. This can lead to missed deadlines, duplicated work, and a general sense of chaos.
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