Product launch campaign brief
Coordinate the story, assets, teams, and launch-day decisions needed to bring a product change to market.
Marketing and campaigns · 45 min · Standard · 42 questions
Launch story
What has changed?
Who is the change for?
Why does the change matter now?
Which product behavior proves the change?
Audiences
Who needs to hear about the launch?
What do existing customers need to know?
What do prospective customers need to know?
What do partners need to know?
What do employees need to know?
Readiness
Is the product ready for promotion?
Is the product reliable enough for launch traffic?
Is pricing final?
Which launch materials need legal approval?
Which documentation must be ready?
Which markets need localized materials?
Is support ready for launch questions?
Evidence
Which launch evidence can we publish?
Which customer evidence may we use?
Which product demonstration is ready?
Which benchmark claims can we support?
Which disclosures must appear with the evidence?
Plan and assets
Which channels are part of the launch?
Which launch assets are required?
Which markets launch first?
Who owns each launch deliverable?
Which dependencies could delay the campaign?
What is the fallback if an asset is late?
Team enablement
What do customer-facing teams need for launch?
How should sales demonstrate the change?
How should customer success explain the change?
Which questions should support be ready to answer?
Where should difficult launch questions be escalated?
Launch day
Who is in charge on launch day?
Who monitors the launch?
Who can approve a launch-day change?
Who can pause promotion?
Post-launch review
When will the campaign be reviewed?
How will we measure awareness?
How will we measure qualified demand?
How will we measure product adoption?
How will we monitor sentiment after the product launch?
What result would make us change the campaign?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to coordinate the story, assets, teams, and launch-day decisions needed to bring a product change to market.
Best used as: Delivery checklist
- Category
- Marketing and campaigns
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Cross-functional
- Best used as
- Delivery checklist
- Design roles
- Marketing designerProduct designer
- Audience
- Marketing teamsDesign agenciesFounders and operatorsDesign leads
- Platforms
- WebEmailSocialAdvertising
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowth
- Tags
- marketing-and-campaignsproduct-launch-campaigndelivery-and-operationsproduct-launchgo-to-market-campaign