Product Launch Checklist & Timeline Template

Overview

Product launches are complex, cross-functional efforts that require coordination across product, marketing, sales, support, and customer success. Without a structured approach, critical tasks get missed, timelines slip, and launches underperform.

This template provides a comprehensive framework for planning and executing product launches from T-30 days through post-launch tracking.

What is a Product Launch Checklist?

A product launch checklist is a structured timeline that breaks down all the activities required to successfully bring a product or feature to market. It ensures nothing falls through the cracks and that every team knows their responsibilities and deadlines.

An effective launch checklist covers:

Pre-launch preparation (messaging, positioning, assets)
Launch week execution (announcements, enablement, go-live)
Post-launch tracking (metrics, feedback, iteration)
Cross-functional coordination (RACI matrix, asset ownership)
Success measurement (KPIs and metrics tracking)

The goal is to turn chaotic launches into repeatable, successful processes.

Why Product Launch Checklists Matter

Companies that use structured launch processes see significant benefits:

Higher launch success rates: Nothing critical gets missed
Better cross-functional alignment: Everyone knows their role and timeline
Faster time-to-market: Parallel workstreams prevent bottlenecks
Stronger market reception: Comprehensive preparation leads to better messaging and positioning
Faster adoption: Proper enablement helps sales and support teams succeed
Data-driven iteration: Post-launch tracking informs future improvements

Without a checklist, launches become reactive firefighting. This template helps you stay proactive and organized.

What's Included in the Template

Our Product Launch Checklist template includes four comprehensive sheets:

1. Launch Timeline

The main checklist organized by phase:

Pre-Launch (T-30 to T-7 days):

Messaging and positioning finalization
Target persona confirmation
Competitive analysis
Content creation (blog posts, emails)
Sales enablement materials (decks, one-pagers)
Product demo videos
Website updates
Sales and support training preparation
Press and analyst outreach

Launch Week (T-7 to Launch Day):

Final asset review and approval
Sales, CS, and support team briefings
Content publication (blog, emails, social)
Press release distribution
Product release and enablement
Internal announcements

Post-Launch (Launch Day +1 to +30):

Metrics monitoring
Customer feedback collection
Sales follow-up and deal tracking
Support ticket review
Case study identification
Messaging iteration
Launch retrospective
Quarterly review

Each task includes owner, due date, status, and notes fields.

2. RACI Matrix

A cross-functional responsibility matrix showing:

R (Responsible): Who does the work
A (Accountable): Who owns the outcome
C (Consulted): Who provides input
I (Informed): Who needs to know

Covers key functions:

Product Marketing
Product
Engineering
Sales
Marketing
Support/Customer Success
PR

Helps prevent ownership confusion and ensures the right people are involved at the right time.

3. Asset Checklist

A comprehensive inventory of all launch assets:

Content Assets:

Blog posts (announcement, how-it-works, use cases)
Email campaigns (customer, prospect)
Press release
Social media posts

Sales Enablement:

Sales deck
Sales one-pager
Product demo video
Analyst briefing deck

Customer-Facing:

Website updates (product page, feature page, pricing)
Support documentation
FAQ document
Release notes

Each asset tracks owner, due date, status, publication status, and notes/links.

4. Metrics Tracker

A framework for measuring launch success:

Adoption Metrics:

Product adoption rate
Active users
Feature usage frequency

Marketing Metrics:

Blog post views
Email open/click rates
Social media engagement
Website traffic
Press mentions

Business Metrics:

Sales conversations mentioning feature
Support ticket volume
Customer feedback scores

Tracks baseline (pre-launch) and performance at Week 1, Week 2, and Week 4.

How to Use This Template

Step 1: Customize for Your Launch

Start by adapting the template to your specific launch:

Update timeline dates: Set your actual launch date and work backwards
Adjust task list: Add or remove tasks based on your product and organization
Customize RACI: Map tasks to your actual team structure
Define success metrics: Choose metrics that matter for your launch

Step 2: Set Up Your Launch Team

Before T-30 days:

Assign owners: Use the RACI matrix to clarify ownership
Schedule kickoff meeting: Align all stakeholders on timeline and goals
Set up communication channels: Slack channel, email list, or project tool
Establish review cadence: Weekly check-ins, daily during launch week

Step 3: Execute Pre-Launch Activities

During T-30 to T-7:

Week 1 (T-30 to T-23): Focus on messaging, positioning, and strategy
Week 2 (T-23 to T-16): Create core content assets (blog, sales deck)
Week 3 (T-16 to T-9): Build enablement materials and train teams
Week 4 (T-9 to T-2): Finalize assets, conduct briefings, prepare for launch

Track progress in the Launch Timeline sheet and update status regularly.

Step 4: Launch Week Execution

During T-7 to Launch Day:

T-7: Final asset review and approval
T-5: Team briefings (sales, CS, support)
T-3: Publish blog post
T-2: Send email campaigns
T-1: Publish social media posts
Launch Day: Distribute press release, enable product, announce internally

Have a war room or daily standups to address issues quickly.

Step 5: Post-Launch Tracking

After launch:

Week 1: Monitor metrics daily, collect early feedback, review support tickets
Week 2: Check in with sales team, identify case study candidates
Week 4: Conduct retrospective, review all metrics, plan iterations

Use the Metrics Tracker to measure success and identify areas for improvement.

Best Practices for Product Launches

Start Early

The most successful launches start planning 30-45 days out. Rushing leads to missed tasks, poor messaging, and underprepared teams.

Communicate Constantly

Launch success depends on coordination. Use:

Weekly status updates to stakeholders
Daily standups during launch week
Real-time updates in team channels
Post-launch retrospectives

Prepare for the Unexpected

Things will go wrong. Build buffer time into your timeline and have contingency plans for:

Delayed product releases
Last-minute messaging changes
Unavailable key stakeholders
Technical issues

Enable Your Teams

Sales and support teams need more than a product announcement. Provide:

Clear talking points and objection handling
Demo scripts and training materials
FAQ documents and troubleshooting guides
Direct access to product experts

Measure What Matters

Track metrics that inform decisions:

Adoption metrics tell you if customers are using the feature
Engagement metrics show if marketing is working
Business metrics reveal if the launch is driving revenue
Feedback metrics indicate customer satisfaction

Iterate Based on Data

Use post-launch data to improve:

Refine messaging based on how customers respond
Update positioning based on competitive reactions
Adjust enablement based on sales team feedback
Fix issues based on support ticket patterns

Common Mistakes to Avoid

Starting too late: Rushed launches miss critical preparation
Unclear ownership: Tasks without clear owners don't get done
Siloed planning: Launches require cross-functional coordination
Ignoring post-launch: Launch success is measured after go-live, not before
One-size-fits-all: Adapt the template to your product and organization
Set-and-forget: Update the checklist as things change

Integration with Other Templates

This Product Launch Checklist works alongside other templates:

Battle Card Template: Update competitive positioning before launch
Competitive Intelligence Tracker: Factor competitive landscape into launch timing and messaging
Win/Loss Analysis Template: Use post-launch deal outcomes to measure launch success
Go-To-Market Plan Template: Use launch checklist for specific product launches within your GTM roadmap

Together, these templates create a comprehensive product marketing toolkit that covers competitive intelligence, launch execution, and performance analysis.

Getting Started

Download the template below and customize it for your next launch. Start with a smaller feature launch to test the process, then scale to larger product launches.

The best launch processes aren't created once—they evolve with every launch. This template gives you the structure to build and refine that process over time.