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Craft product launch tiers like an Atlassian PMM
Product launches are never “just a launch.” Some releases quietly drive retention, others reshape the business, and treating every launch like a Tier 1 moment creates burnout internally and noise externally. In this episode, Ashley Faus, Head of Lifecycle Marketing at Atlassian, breaks down how Atlassian thinks about launch tiers and how PMMs can use tiering to align teams, set expectations, and ship with more clarity and less chaos.
Ashley walks through what actually makes a tiering framework work, starting with auditing how launches have been run in your org, then aligning tiers to impact across customers, the company, and the ecosystem. She shares how to build buy-in through a cross-functional roadshow, and how to map tactics to tiers based on intended impact, not a checklist of activities.
We also take a look at the messaging of Contentstack in our messaging critique segment. We go through a real example of channel mismatch, where a strong billboard promise did not match the vague website headline, and what changed when feedback forced the messaging to become clearer and more consistent. The takeaway is simple: even the best launch plan falls apart if the message people land on does not match the message that got their attention in the first place.
Key Takeaways
- Launch tiers create clarity by aligning effort to impact, not internal workload
- Audit past launches to build a framework your org will actually adopt
- Get cross-functional buy-in through a roadshow before you lock the tiers
- Map tactics to the tier’s impact, not a bigger list of activities
- Messaging consistency across channels is non-negotiable for launch success
LINKS
Messaging Critique:
Contentstack:
https://www.contentstack.com/
Connect with Ashley:
LinkedIn: https://www.linkedin.com/in/ashleyfaus/
Connect with Elle:
LinkedIn: https://www.linkedin.com/in/elle3izabeth/
View all episodes
By Elle Grossenbacher
Product launches are never “just a launch.” Some releases quietly drive retention, others reshape the business, and treating every launch like a Tier 1 moment creates burnout internally and noise externally. In this episode, Ashley Faus, Head of Lifecycle Marketing at Atlassian, breaks down how Atlassian thinks about launch tiers and how PMMs can use tiering to align teams, set expectations, and ship with more clarity and less chaos.
Ashley walks through what actually makes a tiering framework work, starting with auditing how launches have been run in your org, then aligning tiers to impact across customers, the company, and the ecosystem. She shares how to build buy-in through a cross-functional roadshow, and how to map tactics to tiers based on intended impact, not a checklist of activities.
We also take a look at the messaging of Contentstack in our messaging critique segment. We go through a real example of channel mismatch, where a strong billboard promise did not match the vague website headline, and what changed when feedback forced the messaging to become clearer and more consistent. The takeaway is simple: even the best launch plan falls apart if the message people land on does not match the message that got their attention in the first place.
Key Takeaways
- Launch tiers create clarity by aligning effort to impact, not internal workload
- Audit past launches to build a framework your org will actually adopt
- Get cross-functional buy-in through a roadshow before you lock the tiers
- Map tactics to the tier’s impact, not a bigger list of activities
- Messaging consistency across channels is non-negotiable for launch success
LINKS
Messaging Critique:
Contentstack:
https://www.contentstack.com/
Connect with Ashley:
LinkedIn: https://www.linkedin.com/in/ashleyfaus/
Connect with Elle:
LinkedIn: https://www.linkedin.com/in/elle3izabeth/