Launch Plan Template
Crossing the Bridge Between Knowing How Important Your Launch Is and How to Allocate Marketing Resources to that Launch I’ve talked a bit about the importance of the Product Life Cycle (PLC) to Product Marketers and larger organizations overall. I’ve also talked about the importance…
A Healthy Tension
If You Have Tension Between the Teams In Your Product Life Cycle (PLC) Process, Congratulations! You’re Probably Doing Something Right. I’ve always been process-oriented since the very beginnings of my career. I can probably thank the Business Process Improvement training I had as an Internal…
What’s the Difference Between Positioning and Messaging?
Positioning and Messaging Go Hand in Hand but Their Meaning is not Interchangeable I’ve found colleagues in and outside of marketing sometimes use these phrases interchangeably. However, they really aren’t interchangeable. They have distinct meanings though I can understand why there sometimes is confusion. Let’s…
The Marketing Requirements Document or MRD
The MRD is the single most important content deliverable that Marketing can deliver but it can be more practical and usable. The Marketing Requirements Document (MRD) is the critical piece of any PLC go-to-market process that Marketing can deliver. It is the encapsulation of all…
When Product Management is De-linked from a PLC
Surprisingly, the very group that would benefit most from a robust Product Lifecycle process is not the one that always champions its implementation. Surprisingly, the very group that needs a PLC is not always the organization to drive a PLC process. Product Managers and leaders…
Small or Large – Why You Want a Product Life Cycle (PLC) Process
For all the recognized importance of having a solid PLC process in place, to their detriment very few organizations actually do. In my time as a Product Marketer, I’ve been at small and large organizations. And I can tell you that for all the recognized…
The Product Life Cycle (PLC) Process is a Risk Management Process
At its core, the PLC is a smart process to minimize the risk to companies of making poor investment choices. Among other things, the Product Life Cycle Process is a risk management process. When a robust PLC is put in place and practiced by the…
Launch Tiers and How to Use the Launch Tier Form
Use a methodical and collaborative approach to determining the importance of and resources needed for a given launch. I highly recommend that the Launch Tier Form be used with PLC core team members to determine the importance of a given new offering or enhancement. If…