Rowan and SPECIAL guest co-host Julien Sauvage are joined by Beth Caplow, the VP of GTM and Portfolio Marketing at Forrester, and Tamara Grominsky of PMM Camp to discuss the critical role of product marketing in driving successful B2B launches.
In this session, you’ll learn the key steps to crafting a launch strategy that aligns your entire organization—from executives to sales teams—around clear objectives and a unified market approach. Tamara, and Beth will share practical insights on setting the right launch objectives, defining target audiences, and tracking the KPIs that matter most.
TIMESTAMPS:
0:00 – Introduction
1:53 – Exploring Product Launches
3:57 – The Role of Product Marketing in Launches
6:22 – Creating Alignment in Product Launches
9:06 – Establishing Launch Teams
17:21 – Prioritizing Market Segments in Launches
20:22 – Setting Objectives and KPIs for Launches
30:14 – Crafting the Launch Plan
48:05 – Engaging and Enabling Sales Teams
54:17 – Coordination and Cadence of Product Launches
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