Do you tier features in product launches? If so, how do you determine the tier for each feature and what's the difference between each?

Absolutely, tiering product launches is crucial for optimizing their impact and resource allocation. This practice combines elements of both art and science, and several factors should be considered: 

• Strategic Impact: Evaluate whether the launch significantly advances your company's position in the market. Even a small feature can be strategically important if it differentiates your solution. In such cases, it may warrant a substantial budget and significant marketing and sales resources. 

• Customer Impact: Assess whether the launch directly addresses a customer need and whether it will enhance customer satisfaction (measured by NPS) or aid in customer acquisition. Additionally, consider whether the launch might alienate certain customer segments. 

While some organizations also consider product complexity in their tiering, it doesn't always directly correlate with strategic or customer impact, although it is often linked. 

By weighing these factors, you can categorize launches into small, medium, and large tiers, each with a corresponding set of GTM activities. Typically, small and large tiered launches are straightforward, and most discussions and decision-making occur in the mid-tier category, which often requires a more nuanced approach, considering specific situations and needs.

Yes! As you run multiple launches throughout the year, some releases might be major updates that warrant more significant marketing efforts (e.g. if you’re introducing a new product to the market), while others may be minor and require less promotion (e.g. like a product update).

Here's an example of a launch tier framework I've used in the past:

• Tier 1 launches (reserved for the most important product announcements of the year and are typically tied to revenue)

  • Messaging: Core pitch deck updates, product-specific pitch deck, website & landing page updates

  • GTM: Enablement deck, pricing & packaging, sales training, demo, 1-pager(s) & FAQ

  • Customers: Customer stories & references PR/AR: Analyst and press briefings, press release, news outlet coverage

  • Demand Gen: Pre–launch/launch/post–launch campaign, post–launch webinar, content syndication

  • Content: Product launch announcement blog, thought leadership series, product deep dive content

• Tier 2 launches (reserved for significant features or small products)

  • Messaging: Core pitch deck updates, website updates

  • GTM: Sales training, demo, 1-pager(s) & FAQ

  • Customers: Customer references

  • PR/AR: Press release, news outlet coverage

  • Content: Product launch announcement blog, product deep dive content

  • Demand Gen: Post–launch webinar, email campaign
    

• Tier 3 launches (reserved for incremental features and updates)

  • Messaging: Core pitch deck updates

  • GTM: FAQ updates

  • Demand Gen: Email campaign

Keep in mind, while this framework provides structure, I wouldn't say it's a strict framework to follow. The key is to establish a strong foundation for how your company tiers product launches and then you can modify as needed.