Adapt to your launch scope — major items for significant launches, minor items for polish. Align launches with industry events for maximum impact.
Major Required for significant launches
Minor Recommended for polish and updates
Check off as you go
owner Assign accountability
Product or Service
Campaign brief Major
Name and pricing Major
Release notes and collateral updates Minor
Beta and customer development Major
Sales and support training Minor
Launch promotion Minor
Public Relations
Press release and article placement Major
Media, analyst, and influencer meetings Major
Blog and social media posts Minor
Content
Product or service landing page Major
Product demo video or interactive tour Major
Thought leadership webinar Major
Social media live or podcast Major
Event Announcement
Banner and collateral for printing Major
Pre-show email and lead follow-up Major
Swag shipped Major
Digital
Update pay-per-click (PPC) ads Major
Update website Major
In-app announcement or onboarding flow Major
Demand Generation
Set target audience and build lists Major
Build email sequences and sales scripts Major
Include in monthly newsletter Minor
Customer Communications
Update quarterly business review (QBR) slides Minor
Update customer webinar slides Minor
Customer communication plan Minor
Customer quote Minor
Customer case study Major
Launch Notes
Launch date, target event, owner, key milestones…