Common Product Launch Terms

Announce - the point in time your product is announced to the public. 

Archetype - another term for a Persona or Customer Profile. They are used interchangeably. 

Available (see also GA) - the point in time your product is available to the public. 

Beta - typically defines a testing phase for a product where the product is stable enough to share with a limited audience. Beta can also be used to validate Positioning, Unique Value Proposition, and stress test operations. 

Buyer Persona - a fictional representation of the people who are involved in a decision to buy a product or service. The Buyer Persona is developed from factual information about people through interviews and observation. 


Buyers Journey - the steps buyers take to purchase a product or service. It is much more detailed than a sales process and more expressive of what buyers actually do. Also referred to as the Buying Process. 


Campaign - a series of connected activities designed to bring about an accelerated result.


Competitive Landscape - a summary of all potential competitors (rivals) that can solve a similar set of customer problems. Used to identify threats and market entry points, develop value propositions, and position a product offering.


Customer Profile - another term used for User Persona and Buyer Persona 

Demo Dolly - a lighthearted term used to describe someone who routinely conducts a demonstration of a product. 


GA - General Availability. A term that denotes a product can be sold and revenue can be recognized. Used widely in the software industry. 

GM (Golden Master) - borrowed from the days of burning a software release onto a DVD. It's the final version that is released to manufacturing (RTM). 


Go-To-Market - an umbrella term used to describe the set of activities involved in bringing a new product or new version of a product to market. Some organizations use Go-To-Market and Product Launch interchangeably.


GTM - abbreviation for Go-To-Market.


GTM Strategy - the overarching approach taken to introduce a product to market in order to achieve a business goal. Developing a GTM Strategy may involve identify communications channel, partnerships, distribution channels, business models, and pricing models. 


LA - Limited Availability. The state of a product when it can be sold but only to select customers. LA is used to control the delivery of a product and often used to get reference customers in advance of a product launch. 


Marketing Asset - an artifact, skill, knowledge, or quality that helps achieve a marketing goal, e.g., increase conversions, educate buyers, or retain customers.


Marketing Plan - a strategy document that documents the go-to-market strategy and tactics.


Market Position - a place in the minds of potential customers you want to occupy. It provides a way for potential customers to compare your product with other products.


Market Segment - a group of people who share common needs, common behaviors, common preferences, and reference each other. Market segments refine the focus of development, marketing, and sales efforts to optimize resources for a higher return. 


Messaging - the process of developing a message potential customers  understand and react to in a positive way.

MQL - abbreviation for Marketing Qualified Lead. An MQL is a sales lead that meets basic qualification criteria. 

Opportunity - aka Sales Opportunity. It's a potential customer that has expressed interest in your product or service. 


Positioning - the process of developing a 'position' in the minds of buyers. More commonly Positioning refers to the process of connecting a potential customer's needs and preferences with the strengths of an organization (people and product) to get them to take action. 


Pricing - the process of identifying and evaluating pricing models.


Product Launch - a campaign that introduces a new product or new version of a product to market. Not to be confused with a product release.


Product Management - the discipline of moving successful products through a life cycle from idea to creation to growth. Titles in this discipline include product manager, offer manager, product marketing manager, and many other clever derivatives.


Product Marketing - the process of bringing a product or service to market to achieve a stated business goal. Product marketing includes developing a go-to-market (GTM) strategy, positioning, making the market aware of a product offering, preparing the sales team, and launching the product. 


Release - a version of a product completed by the Development team. In the software world releases are frequent, but don't always require a launch. For hard goods a release is associated with a new model of product and the frequency is far less than software. 


Roadmap - a strategy document that results from a roadmapping exercise. Often erroneously considered a commitment document by everyone outside the product team. (from Under10 Playbook)


Roadmapping - a planning approach for identifying and sequencing product capabilities, markets opportunities, and events. (from Under10 Playbook)


RTM - Release to Manufacturing. A term used to indicate when a Release is complete and ready to take to market. 


Sales Enablement - the process of ensuring the selling team is prepared to guide a qualified sales prospect through a decision to buy a product. This includes infrastructure, methods, process, knowledge, and tools. 


Sales Engineer - a role that provides technical pre-sales support. Often abbreviated to SE. A sales engineer has deeper knowledge of a product than a salesperson and is the technical expert in the field. 


Sales Funnel - a common representation, the graphic of a funnel, of a sales process from lead to the close of a sale. 

Scrum - "Scrum is a framework within which people can address complex adaptive problems, while productively and creatively delivering products of the highest possible value." Go to the SCRUM website for details. 


Show up and throw up - a term used to describe a presentation or a demonstration of a product where the prospect's problems are not known (AKA random acts of marketing). In this case, you show up and start to show how the product works until someone in the audience seems interested. 


Spray and Pray - a marketing technique that employs unfocused methods in an attempt to find a qualified lead. Companies employing 'Spray and Pray' spend a lot of money and have a low return on investment (ROI). Spray and Pray happens when the target audience is not known. 

SQL - abbreviation for Sales Qualified Lead. A SQL is a sales lead that has been accepted by a sales team and appears as a Sales Opportunity. (not to be confused with Structured Query Language). 

Unique Value Proposition - aka Unique Selling Proposition - the unique, differentiated thing you offer your customers. It's what sets your company or product apart from the competition. 

Value Proposition - a promise made to a potential customer to address a need they care about.