How to Become a Product Launch Manager [+Tools and Resources]

What is a product launch manager?

A product launch manager is a professional overseeing the efforts to introduce new products to the market. They can be likened to visionary architects who blueprint every aspect of a SaaS product launch.

Product launch manager’s main responsibilities

There are many responsibilities that product launch managers must carry out because they sit at the center of every successful product pipeline. Let’s take a look at these responsibilities:

• User and Market Research: A product launch manager executes market research and competitive analysis to identify trends and potential challenges for new product launches. Product launch managers use primary and secondary sources to identify user problems worth solving. They also look at the current market landscape to see if and how other competing products solve them.
• Product Positioning: A product launch manager coordinates with product management teams to define key features, benefits, and unique selling points of SaaS products.
• Product Launch Campaign Planning: Plan and execute targeted product launch campaigns, leveraging digital marketing channels, influencer partnerships, and user communities to drive awareness about the new releases.
• Data collection and analysis: Product launch managers are also responsible for collecting and analyzing user data after the launch. They collect data via different sources such as direct feedback or engagement analytics to identify the gaps in their launch strategy.
• Cross-functional Collaboration: Promoting collaboration with cross-functional teams in product management, marketing, sales, and customer success to align product launch goals and ensure smooth execution.

Product launch manager career path

1. Associate Product Launch Manager: In this junior position, you will support senior managers in executing launch plans. You can progress to a senior position by demonstrating strong organizational and communication skills.
2. Product Launch Manager: Develop and execute comprehensive launch plans. You advance by consistently delivering successful launches and driving process improvements.
3. Senior Product Launch Manager: As a senior manager, you’ll oversee multiple launches and mentor junior managers. You progress by demonstrating strong leadership and strategic thinking skills.
4. Director of Product Launch: Develop and implement overall launch strategy. Advance by driving significant improvements in launch efficiency and success metrics.
5. VP of Product Launch: Provide executive-level guidance and support. You progress by demonstrating the ability to drive business growth through successful launches.
6. Chief Product Launch Officer: Serves as the top executive responsible for all launch activities. You advance by consistently delivering exceptional results and contributing to long-term success.

How to become a product launch manager?

When pursuing your career as a product launch manager, it is important to be clear and intentional about the process to get you a role and build your portfolio.

First of all, enroll in a product launch manager certification course. For example, Udacity has a product launch course. Also, you can take a professional certification course in product management at the Product Management Institute (PMI).

After learning the basics, seek internship opportunities in organizations and SaaS brands. This will help you gain experience to handle greater responsibilities. Remember, it’s a process, and it takes time (about 4-5 years on average) to become a senior product launch manager.

What skills should a product launch manager have?

There are key skills that characterize a product launch manager, and to excel in this role, you must master these skills:

• Project Management: With tight deadlines, a product launch manager must master project management. They need to be able to create detailed launch plans, set milestones, allocate resources, and track progress to ensure timely execution.
• Leadership: A product launch manager is not just a project manager but a leader who inspires and motivates the product launch team. They must be able to set a clear vision, communicate the importance and impact of the launch, and rally team members around a shared purpose.
• Market research: A product launch manager works closely with the marketing team to develop and execute compelling promotional campaigns. This implies that a product launch manager must effectively know how to communicate through various channels, such as content marketing, social media, and targeted advertising, to generate buzz and drive customer acquisition.
• Data-Driven Decision Making: Measuring the success of a product launch requires a keen eye for data and analytics. A good product launch manager defines key performance indicators (KPIs), tracks metrics, and uses data-driven insights to make informed decisions, optimize strategies, and demonstrate the launch’s impact to stakeholders.

Best certifications for product launch manager

When deciding which course/certification to pursue, it’s important that you consider industry-specific certifications relevant to your target market or product type (e.g., digital marketing certifications for software launches).

Here are a few certification suggestions for product launch managers:

• Marketing Launch Certification by American Marketing Association (AMA): Focuses on launch strategy development, campaign execution across various channels, and launch measurement techniques like ROI analysis.
• Product Launch Management Specialization by Coursera or edX: Provides a well-rounded curriculum encompassing pre-launch activities like market research, product positioning, launch campaign creation, and post-launch analysis.
• New Product Development Professional (NPDP) by PDMA: Involves learning market research techniques, product positioning strategies, and development processes that ensure a product is launch-ready.
• Product Management with Lean Startup by Udacity: Teaches the Lean Startup methodology, including building Minimum Viable Products (MVPs), user testing, and iterating based on market feedback to achieve a successful launch.
• Digital Product Management Specialization by the University of Virginia (Coursera): Focuses on digital product strategy, user experience (UX) design, digital marketing tactics, and product analytics for data-driven launch decisions.

Best resources for product launch managers

Empower yourself with the knowledge and strategies needed to excel as a product launch manager through these top-tier educational resources—from podcasts to blogs.

Best books for product launch managers

• Crowdfunded: The Proven Path To Bring Your Product Idea To Life By Mark Pecota – CEO and Co-founder of LaunchBoom: Master the art of crowdfunding to launch your product on Indiegogo and Kickstarter. Whether you’re just starting out or already have a booming business, this is the playbook the most innovative companies use to launch successful products today.
• Product Entrepreneur—How to Launch your Product Idea: Napkin Sketch to $1 Million in Sales By Chris Clearman: Successful product entrepreneur Chris Clearman compiles years of hard-won knowledge and experience in this practical guide to launch and grow your product business. This book covers everything from vetting your ideas to perfecting your pitch to retail buyers and everything in between.
• The Pocket Guide to Product Launches—Get Confident, Go to Market, and Win By Mary Sheehan: Need to take a product launch from zero to sixty in no time flat? Written by one of the industry’s leading product marketers—for product marketers, The Pocket Guide to Product Launches sets you up for success whether this is your first launch or you’re a seasoned pro.

Best webinars for product launch managers

Product launches are complex undertakings, and staying up-to-date on best practices is crucial for success. Here’s a curated list of high-quality webinar sources specifically catered to product launch managers:

• Userpilot Events: Userpilot regularly hosts webinars on product growth and user onboarding, which are crucial aspects of a successful product launch. You can check our page from time to time for regular webinar updates and calendar.
• Product Launch Institute (PLI): A leading authority on product launches, PLI offers a library of both free and paid webinars. From pre-launch strategies to post-launch analysis, their webinars delve deep into specific aspects of product launches.
• Go-to-Market Institute: This institute focuses on building successful go-to-market strategies, which are essential for product launches. Their webinars cover topics like creating compelling messaging, channel selection, and launch execution.
• Webinars on Demand (WoD): This platform aggregates webinars from a variety of sources, including some focusing on product launches. You can search for specific topics like “product launch marketing” or “launching a SaaS product” to find relevant webinars.
• Launch: This organization frequently hosts virtual summits and webinars specifically dedicated to product launches. They feature industry leaders discussing successful launches across various industries.
• Marketing Sherpa: While not exclusively focused on product launches, Marketing Sherpa offers valuable webinars on marketing strategies that are essential for successful launches. These include webinars on content marketing, social media marketing, and email marketing.

Best blogs for product launch managers

Are you looking for blogs that will increase your product launch management knowledge? Consider the following five blogs:

• Product management blog by Userpilot: From guides to listicles, this blog has hundreds of articles on product management in the SaaS industry.
• SVPG blog: Marty Cagan founded the Silicon Valley Product Group (SVPG) to share his knowledge and experience with product leaders. Follow this blog and you will learn it all.
• Product Talk: Teresa Torres and her team highlight teachings from her reputable book (Product Discovery Habits) to help product teams build valuable products.
• Product Manager HQ: The Product Manager HQ blog explains essential product management concepts, offering valuable insights and practical guidance to newbie product managers.
• Bring the Donuts: A well-known product professional (Ken Norton) offers the best articles in the product management realm.

Best podcasts for product launch managers

• Fearless Product Leadership: Product management is not for the meek, and the Fearless Product Leadership podcast helps you shake off your doubts and hesitations to lead with authority and confidence.
• The Product Podcast: The Product Podcast by the Product School has over 300 episodes. The podcast features various PMs from top companies like Facebook, Google, Spotify, Microsoft, Uber, Slack, and countless other startups and tech companies.
• Product Love: Product Love is a great podcast hosted by Eric Boduch – founder of Pendo. The podcast focuses on the connection between people and their favorite products and how that can impact various decisions, factors, and more.

Best tools for product launch managers

As a product launch manager, having the right tools in your arsenal can make all the difference in ensuring a successful and seamless product launch. Here are some of the best tools to help you deliver exceptional results:

1. Best in-app messaging tool – Userpilot: With Userpilot, you can create beautiful in-app messages for announcing launches and trigger them contextually.
2. Best tool for project management – Monday: Monday is a versatile tool that helps you easily plan, track, and collaborate on your product launch tasks.
3. Best tool for product management – Jira: Jira is a powerful product management tool that enables you to capture and organize product requirements, prioritize features, and track progress throughout the development lifecycle.
4. Best tool for customer experience – Zendesk: Zendesk is a leading customer experience platform that helps you manage customer interactions and provide exceptional support during your product launch.
5. Best tool for data analytics – Tableau: Tableau is a powerful data visualization and analytics platform that helps you gain insights into your product launch performance.

Product launch manager FAQs

• How do I become a product launch manager? Start by earning a bachelor’s degree in marketing, business, or a related field. Hone your organizational and communication abilities through coursework and internships. Consider pursuing an MBA to deepen your understanding of business strategy and management.
• What does a product launch manager do? A product launch manager orchestrates the successful introduction of new products, coordinating cross-functional teams, setting strategy, and ensuring seamless execution to drive customer adoption and revenue.
• Who is responsible for the launch of a product? The product launch manager is responsible. The product launch manager leads cross-functional teams, aligns strategy, and ensures seamless execution of product releases.
• What is product launch management? Product launch management is the process of strategically planning, coordinating, and executing the introduction of a new product to the market.

Conclusion

Becoming a successful product launch manager requires dedication, continuous learning, and a proactive approach to developing relevant skills.

By following the outlined steps and leveraging the resources available, you can effectively navigate your career path and achieve your professional goals.

We hope this guide has provided you with valuable insights and practical advice to help you on your journey to becoming a proficient and impactful product launch manager!

Looking into tools for product launch managers? Userpilot is an all-in-one product platform with engagement features and powerful analytics capabilities. Book a demo to see it in action!