The Art of Not Launching a Product

It’s easy to talk about things that go well, but what about the things that aren’t successful? I’m going to share the story of the time we at Sprout Social realized not going to market with our product was the best decision, and I’ll explain the four important lessons learned through that journey.

The key to successful product launches lies in having a unified definition of success across all teams. Without this shared understanding, there’s a risk of disappointment post-launch, as different teams may have varying expectations of the outcomes.

While there are plenty of reasons to love product marketing, as a PMM, you’ve gotta take the rough with the smooth, develop a skin like a rhino, and bite your tongue, ’cos sometimes, non-PMMs have a habit of inadvertently asking the wrong and rubbing us up the wrong way.