While you may assume bigger is better, when it comes to product launches this isn’t always the case. Effectively scaling a launch can make or break a company, so you have to be tactical or risk over launching, putting your budget, resources and customer retention on the line.

Mary Sheehan, Senior Product Marketing Manager at Adobe, lifted the lid on the approaches companies adopt when launching a new product, whether they’re big or small.

As product marketers, it’s the foundational materials that we put together that result in peak performance when it comes to launching a product. In this article, I’ll cover the Go-to-Market foundations and how to unify your entire team around bringing a product to market.