Product Launch Brief Template
The PMM brief that aligns product, marketing, and sales on a launch — objectives, audience, messaging, channels, metrics, and a launch day checklist.
Product Launch Brief Template
Write this 6–8 weeks before launch. Circulate to product, sales, and marketing leadership for alignment before any execution begins.
Launch Overview
Product / feature name: Launch date: Launch type: [ ] Major launch [ ] Minor launch [ ] Beta / early access Brief owner (PMM): Launch DRI:
The One-Line Summary
(Complete this first. If you can't say it in one line, the launch isn't ready.)
We are launching [product/feature] for [target segment] to [solve problem] — differentiating on [key differentiator].
Target Audience
Primary segment: [Who is this launch primarily for — role, company type, ICP]
Secondary segment: [Who else benefits — optional]
What changes for them: [Before → After — their world before and after this launch]
Why Now
(The market, competitive, or customer reason this launch is happening now — not "because it's ready")
Messaging
Headline: Sub-headline: Top 3 value props: 1. 2. 3.
Proof point for each: 1. 2. 3.
Key differentiation from alternatives:
Channels & Tactics
| Channel | Tactic | Owner | Date |
|---|---|---|---|
| Announcement to existing users | |||
| Blog | SEO post + launch post | ||
| Organic posts | |||
| Paid | Retargeting / search | ||
| In-product | Tooltip / modal | ||
| PR | Press release | ||
| Partner | Co-announcement |
Sales Motion
How sales should pitch this: [2-sentence update to their current pitch]
Who to lead with: [Which segment / persona to prioritise in outbound]
New objections expected:
Success Metrics
Define these before launch. Review at T+2 weeks and T+4 weeks.
| Metric | Target | Owner |
|---|---|---|
| Signups / trials from launch traffic | ||
| Email open rate | ||
| Pipeline influenced | ||
| Feature activation rate | ||
| Press coverage |
Risks & Dependencies
| Risk | Likelihood | Mitigation |
|---|---|---|
| Product delay | ||
| Competitor launch same week | ||
| Key proof point not ready |
Open Questions
(Unresolved items that need a decision before launch)
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