How do you transform the traditional product marketing launch process to keep up with a rapid product release cadence?

This is where tiering comes in handy. We adjust the depth and breadth of GTM plans based on the estimated impact of the launch. We also decouple product launches from product releases. For example, some small launches are bundled into a larger themed launch, which may happen after some of the features have been released. It's helpful to align on this approach and set expectations with your product management partners early on — they drive what is being built and PMM drives how and when it is communicated to the market.