Launch Runbook

Define launch goal, non-goal, and learning objectiveCritical

Name what the launch must learn, not just what it must announce.

Lock target segment, buyer, pain, trigger, and qualification criteriaCritical

Avoid launching to everyone.

Finalize message, proof points, and competitive alternativeCritical

Make the buyer's status quo explicit.

Map required assets: page, demo, email, sales deck, FAQs, support notesCritical

Assign owner and due date for every asset.

Rank channels with test size, offer, expected conversion, and ownerCritical

Keep first-wave channels measurable.

Publish launch timeline, dependencies, cutover points, and rollback windows

Include decision gates.

Prepare sales talk track, qualification, objections, and next-step pathsCritical

Make the first customer conversation repeatable.

Prepare support, onboarding, known issues, and escalation route

Avoid hiding launch risk in support.

Confirm product acceptance criteria, instrumentation, and known limitsCritical

Document what is intentionally not ready.

Define conversion, quality, activation, and learning metricsCritical

Separate activity from quality.

Schedule launch standup and decision reviews

Include stop, continue, or adjust thresholds.

Schedule post-launch retro with evidence requirements

Capture decisions before memory fades.

Launch Strategy