Chapters
01Pre-Launch Foundation
1.1 Define Your Launch Narrative
1.2 Build Your Positioning Framework
1.3 Map Customer Pain Points & Jobs-to-be-Done
1.4 Develop Persona-Specific Messaging
1.5 Create Competitive Positioning
02Product Documentation & Collateral
03Internal Enablement
04Launch Calendar & Campaign Planning
05Website & SEO Optimization
06Website & SEO
07Email Marketing Campaigns
08Social Media Strategy
09Launch Day Execution
10Post-Launch Activities
11Measurement & Analytics
12Launch Checklist
Progress12 of 12
Chapter 12
Launch Checklist
Use this checklist to ensure nothing falls through the cracks.
T-45 to T-30: Foundation
Positioning & Messaging
Checklist
Core positioning statement written
Strategic narrative document complete
Positioning canvas finalized
Customer pain points documented
JTBD framework mapped
Persona-specific messaging created (2-3 personas)
Competitive positioning complete
Battlecards created for top 3 competitors
Positioning approved by leadership
Messaging reviewed by sales/CS
Product marketing plan approved
T-30 to T-21: Documentation
Product docs, launch materials, and assets
Checklist
Feature overview documents (1-pager per feature)
Technical documentation complete
Use case guides written (3-5 scenarios)
Integration guides complete
Video walkthroughs scripted
Internal launch deck complete (15-20 slides)
External launch deck complete (10-12 slides)
Sales presentation deck complete (8-10 slides)
Customer FAQ document (20-30 questions)
Internal FAQ with objection handling
Support FAQ complete
Demo video scripts written
Clean demo environment set up
Product screenshots captured
Annotated screenshots for docs
Before/after comparison images
T-21 to T-14: Enablement
Sales, Customer Success, Support, and Internal
Checklist
Sales one-pager created
Demo guide and script complete
Email templates written (6-8 templates)
Objection handling guide complete
Discovery question framework complete
Sales training session conducted
Sales team certified on demo
CS playbook created
Customer onboarding guide complete
Feature adoption checklist complete
Email templates for customer outreach complete
CS training session conducted
Support knowledge base articles complete
Troubleshooting guide complete
Known issues documented
Quick reference guide complete
Support training session conducted
Internal kickoff meeting held
Team roles assigned
Launch Slack channel created
Shared folder set up with all assets
T-21 to T-14: Planning
Launch calendar and channel strategy
Checklist
Master launch calendar created
All tasks assigned with owners
Dependencies mapped
Critical path identified
Go/no-go criteria defined
Channel priorities set
Budget allocated by channel
Content plan by channel
Success metrics defined by channel
T-21 to T-7: Website
Landing page, product pages, SEO, and blog
Checklist
Landing page copy written
Design complete
Page developed and staged
Mobile testing complete
Analytics tracking set up
A/B test variants ready (if applicable)
Existing product pages updated
New feature pages created
Screenshots updated
Navigation updated
Keyword research complete
Meta titles written
Meta descriptions written
Header tags optimized
Internal linking strategy implemented
Schema markup added
2-3 blog posts written
Posts scheduled
SEO optimization complete
T-21 to T-7: Creative
Social media, email, video, and ads
Checklist
LinkedIn posts created (8-12)
Twitter posts created (10-15)
Carousel posts designed (2-3)
Quote cards designed (3-5)
Video content created (3-5 videos)
All posts scheduled
Prospect email sequence written (5-6 emails)
Customer email sequence written (3-4 emails)
Newsletter edition written
Email designs complete
Emails scheduled in tool
A/B tests configured
Product demo video (2-3 min)
Feature walkthrough videos (30-60 sec each)
Customer testimonial video
Launch announcement video
Social clips (15-30 sec)
Captions added to all videos
LinkedIn ad creative (3-5 variants)
Google Search ad copy (3-5 variants)
Display ads designed
Retargeting ads created
All ads set up in platforms
T-14 to T-Day: Email Campaign
Checklist
Pre-launch teaser sent (T-14)
Feature deep-dive sent (T-10)
Social proof email sent (T-5)
Last chance reminder sent (T-1)
Launch announcement scheduled (T-Day, 9:15am)
All email list segments confirmed
T-14 to T-Day: Social Media
Checklist
Teaser posts publishing (T-14 to T-7)
Behind-the-scenes content shared (T-7 to T-3)
Countdown posts scheduled (T-3 to T-Day)
Launch day posts scheduled
Employee advocacy posts distributed
Engagement strategy in place
T-7 to T-Day: Final Prep
Launch event, coordination, and final checks
Checklist
Event run-of-show finalized
Presentation deck final
Demo script rehearsed
Q&A prep document complete
Recording/replay plan set
Event promoted (email + social)
Launch day playbook created
Channel owners assigned
War room set up
Metrics dashboard live
Escalation procedures defined
All blog posts scheduled
All social posts queued
All emails scheduled
Website changes staged
Demo environment ready
Support team briefed
Sales team briefed
Analytics tracking confirmed
Backup plans documented
T-Day: Launch
Morning through end of day
Checklist
Website goes live
Blog post publishes
Primary social posts publish
Paid ads activate
Launch email to customers sends
Founder LinkedIn post publishes
Launch email to prospects sends
Employee advocacy begins
Monitor metrics dashboard
Respond to social comments
Sales team outreach active
Support tickets monitored
Issues addressed immediately
Metrics summary posted
Internal team debrief
Plan for T+1 confirmed
T+1 to T+7: Post-Launch
Content, engagement, campaigns, and feedback
Checklist
Post-launch newsletter sent (T+2)
Feature spotlight posts (daily, T+1 to T+7)
Customer stories shared
Event recording distributed
Respond to all comments/mentions
Answer questions quickly
Share user-generated content
Retargeting campaigns launched
Engagement-based email nurture active
Influencer/partner outreach initiated
Customer testimonials requested (T+7)
Sales feedback collected
Support ticket analysis complete
T+7 to T+30: Optimization
Analytics, testimonials, sales, and retrospective
Checklist
Weekly metrics review
Channel performance analyzed
Content performance analyzed
Conversion funnel analyzed
ROI calculated
Customer testimonials collected (3-5)
Video testimonials produced (1-2)
Case studies written (1-2)
Testimonials added to website
Weekly sales sync held
Objection tracker updated
Win/loss analysis conducted
Materials updated based on feedback
Post-launch retrospective held (T+30)
Lessons learned documented
Launch playbook template created
Findings shared with team
Final Notes
Remember
1
This SOP is a framework, not a rigid script — adapt to your product, market, and resources
2
The best launches feel cohesive — every channel should tell the same story
3
Perfect is the enemy of launched — ship, learn, iterate
4
Your team is your greatest asset — over-communicate, celebrate wins, support each other
When in doubt
1
Start with your customer's problem
2
Show, don't just tell
3
Make it easy to say yes
4
Measure everything
5
Iterate based on learnings
"Now go launch something great."
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