At true[X] we have a favorite saying: we’re building the plane while we’re flying it. We’re figuring it out as we go along. The products we’re bringing to market are so bleeding edge that product marketing strategy is unprecedented. There’s nothing to look to or footsteps to follow. Our team has to be agile and in lock step at every turn. So I’m going to be honest. Most of the time we don’t have a complete product defined when we announce a launch. We have vision and strategy, but what happens when you have to iterate mid launch? What happens when the vision you have articulated isn’t resonating? What happens when the product development hits snags and deviates from what your sales team is selling?

In this presentation we’ll unpack some strategies to keep your team organized and yourself sane during all the ups and downs of bringing a new product to market.