In this week’s Behind the Brief, I spoke with Allison, a startup PMM, GTM strategist, and the voice behind PMM Power Hour, about what it really means to run a product launch.

This wasn’t a fluff-filled “how to write launch emails” chat.We covered the messy, cross-functional, often last-minute reality of what launches actually look like, and how to survive (and thrive) in that world.

Here are 10 product marketing takeaways that stuck with me:

* Product marketing is a team sport. You’re not supposed to do it all, but you should ensure it all gets done.

* A release is not a launch. Launches are crafted moments. Releases just happen.

* Ask for docs. Get the product handoff brief before you write your first sentence.

* Message it right. No value prop = no adoption.

* Momentum matters. Launch day is just the beginning.

* Practice makes the PMM. Early-career folks: small launches, side projects, and mentors are gold.

* Own your impact. You don’t need to “run” the whole launch to make it interview-worthy.

* Use AI as a co-pilot. For brainstorming, framing, pressure-testing your comms.

* Customer-first messaging wins. Stop writing for titles. Start writing for people.

* Not all launches are created equal. Tier them. Don’t treat everything like a tier-one splash.

✨ We also got into AI agents, ChatGPT workflows, and how to future-proof your marketing skills.

🎧 Available now on Spotify, YouTube, and wherever you get your podcasts.

Let me know what stuck with you from this episode — always love hearing your reflections.

Get full access to The PMM Brief at pmmshruti.substack.com/subscribe