Turning chaos into a launch system
When I joined ZeroNorth, product marketing was reactive — every release was treated as an isolated event. The challenge was clear: we needed a repeatable, scalable way to launch products that could keep up with the company’s growth and pace of innovation.
The goal was not just to launch faster, but smarter — creating consistent value communication across teams and touchpoints, from engineers to enterprise buyers.
Challenge
ZeroNorth had evolved from a single-product company into a multi-solution platform serving multiple industries. But each product team worked in silos. Launches were late, inconsistent, and missed opportunities to build thought leadership and drive adoption.
We needed a structured launch engine that could:
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Handle dozens of concurrent releases without burning out the team.
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Align Product, Marketing, Sales, and Customer Success around one launch plan.
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Differentiate between what truly deserved market attention — and what didn’t.
The Solution: A Tiered Launch Framework
I designed and rolled out a P1–P4 launch framework that tied marketing intensity to business impact.
| Priority | Definition | Purpose & Actions |
|---|---|---|
| P1 – New Product | Major new product or market entry. | Full launch package with market research, sales enablement, PR, paid campaigns, and training. |
| P2 – Major Release | Industry-relevant update with clear customer value. | External comms, customer webinars, and internal revenue training. |
| P3 – Minor Release | Incremental updates for existing customers. | Blog post, in-app message, short training session. |
| P4 – Silent Release | Backend or minor improvements. | Logged internally only — no public campaign. |
This framework allowed us to prioritize effort based on value, not volume — freeing the team to focus on launches that moved the needle.
Process & Automation
To scale the process, I built a standard launch workflow that started early in the product cycle — often before development began.
Each launch followed the same rhythm:
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Discovery — Interview product manager, record and transcribe.
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Research — Use AI to benchmark competitors and surface differentiators.
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Messaging — Create key value statements and messaging for all channels (Sales, CX, Web, Social, Platform).
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Enablement — Deliver a joint training session (live or recorded) for Sales and CX.
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Execution — Launch across mapped channels with updated assets and Q&A insights.
Automation tools supported the process — from AI-generated competitor insights to standardized templates for emails, web content, and training decks.
Impact
Within 3 months, we turned a fragmented process into a launch engine that drove alignment, speed, and market impact.
Results:
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72 successful launches completed in a single year.
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100% of Sales and CX teams trained on each relevant release.
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5 new products brought to market with full GTM readiness.
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Improved visibility with structured release communications across all customer levels — users, buyers, and market.
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Higher engagement and adoption rates post-launch, especially among existing customers.
Key Learnings
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Launches are not just about new products — they’re powerful retention and acquisition tools.
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Speaking to all customer levels (users, buyers, decision makers) multiplies impact.
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Process and prioritization make creativity scalable.
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AI and automation don’t replace good marketing — they amplify it.
Why It Matters
A launch process is more than a marketing checklist — it’s an organizational discipline. At ZeroNorth, it became a growth engine that connected Product, Sales, and Marketing under one shared system.
It’s a model I continue to refine through Traction Partners: helping scaleups build launch systems that create traction, not just noise.