Chapter 03
Internal Enablement
3-2 Weeks Before Launch
Your team can't sell or support what they don't understand. This phase ensures every customer-facing team is trained, confident, and equipped.
3.1 Sales Enablement Materials
What you're creating: Everything sales needs to position, demo, and close deals.
Deliverables
→Sales one-pager
→Demo guide & script
→Email templates
→Objection handling guide
→Discovery question framework
→ROI calculator (if applicable)
How to execute
1
Create sales one-pager
Single-page reference including·Elevator pitch
·Ideal customer profile
·Key differentiators
·Common objections & responses
·Discovery questions
·Pricing at a glance
·Competitive comparison
·Resources & links
2
Build comprehensive demo guide
Structure·Pre-demo checklist
·Discovery framework (questions to ask first)
·Demo flow (customizable for different personas)
·Feature highlights & talking points
·Common "gotcha" moments and how to navigate
·Strong close & next steps
3
Write email templates
Create templates for·Cold outreach
·Post-demo follow-up
·Objection handling
·Competitive displacement
·Pricing/contract discussion
·Launch announcement to prospects
4
Develop objection handling guide
For each common objection·Objection: "We already use [Competitor]"
·Acknowledge: "Many of our customers came from [Competitor]"
·Bridge: "What they found was..."
·Answer: [Your differentiation]
·Confirm: "Does that make sense?"
5
Create discovery question framework
Organize questions by·Current state (What do you use today?)
·Pain points (What's not working?)
·Decision process (Who else is involved?)
·Timeline (When do you need this?)
·Success criteria (What does good look like?)
Who owns itProduct Marketing, Sales Enablement
StakeholdersSales Leadership
Timeline1 week
3.2 Customer Success Training
What you're creating: Resources to help CS onboard customers to new features.
Deliverables
→CS playbook for the launch
→Customer onboarding guide
→Feature adoption checklist
→Email templates for customer outreach
→Video tutorials for CS-led walkthroughs
How to execute
1
Build CS playbook
Include·Launch overview (what, why, when)
·Which customers should care most
·Rollout timeline by customer segment
·Recommended outreach approach
·Success metrics to track
·Escalation path for issues
2
Create customer onboarding guide
Step-by-step plan·Week 1: Introduction & setup
·Week 2: First use case implementation
·Week 3: Advanced features
·Week 4: Optimization & best practices
3
Develop adoption checklist
Create milestone-based checklist·☐ Account setup completed
·☐ First [workflow] created
·☐ Team members invited
·☐ Integration connected
·☐ First success metric achieved
4
Write customer communication templates:
·Launch announcement email
·Feature walkthrough invitation
·Check-in after 7 days
·Best practices guide
·Success story sharing
Who owns itProduct Marketing, Customer Success Operations
StakeholdersCS Leadership
Timeline1 week
3.3 Support Team Preparation
What you're creating: Documentation that helps support efficiently handle inquiries.
Deliverables
→Support knowledge base articles
→Troubleshooting guide
→Known issues & workarounds
→Escalation procedures
→Quick reference guide
How to execute
1
Create knowledge base articles
For each feature, write·How to access
·How to configure
·How to use
·Common use cases
·Best practices
2
Develop troubleshooting guide
Organize by·Symptom: What the user experiences
·Diagnosis: How to identify the issue
·Solution: Step-by-step fix
·Prevention: How to avoid it
3
Document known issues
For each known issue·Description
·Impact
·Affected users
·Workaround
·Expected fix timeline
·How to communicate to customers
4
Build quick reference guide
One-page cheat sheet·Most common questions & answers
·Where to find detailed docs
·Escalation criteria
·Key contacts
Who owns itProduct Marketing, Support Operations
Timeline1 week
Tools neededZendesk, Intercom, Notion
3.4 Internal Launch Kickoff
What you're creating: A high-energy meeting that aligns and energizes your team.
Deliverables
→Kickoff meeting agenda
→Team roles & responsibilities doc
→Launch day checklist
→Slack channel for real-time coordination
How to execute
1
Schedule kickoff meeting (T-21)
Invite·Product Marketing
·Sales
·Customer Success
·Support
·Product
·Engineering
·Marketing/Content
2
Create meeting agenda:
·1. Strategic context (why this matters) - 10 min
·2. Product overview & demo - 15 min
·3. Target customers & personas - 10 min
·4. Go-to-market strategy - 10 min
·5. Timeline & milestones - 10 min
·6. Team roles & responsibilities - 10 min
·7. Q&A - 15 min
3
Assign clear ownership
Document who owns·Messaging & positioning: Product Marketing
·Sales enablement: Product Marketing + Sales Ops
·Customer communications: Customer Success
·Support readiness: Support Ops
·Website updates: Marketing
·Social media: Marketing/Social
·Email campaigns: Marketing/Growth
·Analytics & reporting: Product Marketing + Growth
4
Set up communication channels:
·Create dedicated Slack channel (#product-launch)
·Set up shared folder for all assets
·Create project in Notion/Asana for task tracking
Who owns itProduct Marketing Lead
Timeline1 meeting (90 minutes)
← PreviousProduct Documentation & Collateral
Next →Launch Calendar & Campaign Planning
