How do you create and maintain a product launch calendar and roadmap and update it as needed?

Creating and maintaining a product launch calendar and roadmap is a bit like herding cats, challenging but definitely manageable with the right tactics. First, map out your product goals, these are your 'destination'. Then, create a timeline of tasks and milestones - your 'roadmap'. Use a tool of your choice, like a good shepherd's staff, to keep everything in line. Regular check-ins and updates are the equivalent of a gentle 'here kitty, kitty' - ensuring your product stays on track. Remember, the ability to adapt is key, because just as cats have a mind of their own, so too can product launches. Flexibility and agility will be your best friends in managing these feline-like unpredictabilities.

These are key questions and, of course, most of them should be answered well before you start writing your launch plan. (Even before the product development process starts.) A couple best practices to consider: 1) "calendar & roadmap" as described is really 'product launch plan' - calendar & roadmap are components of the plan (which includes goals, strategy, and budget as well as calendar). 2) Launch Plan is a pre-launch requirement - this means the product can't clear Development phase and production can't be started until the launch plan is developed and approved.

At this step, take extra time to notify your partners and internal stakeholders about the timeline. Even cross-functional teams like your customer service partners, your sales partners, and other marketing teams will benefit from being briefed. When alerting those teams, make sure to lead with specific asks you might have for them: should customers be alerted to the change? Are there any customer service scripts or help center articles that should be updated?

Choosing the right channels and tactics can be the difference between your product launch having lift off or limping off into obscurity. Consider your audience, and their favourite communication channels. Do they prefer written or video content? Do they want in-depth, or simply the highlights? Are they techie or non-techie? When you know exactly who it is you're speaking to, this step becomes much easier.

I’m not convinced this is realistic for PMM to own by ourselves or we become project managers. A Program/Project Manager within the business that has authority to drive launch alignment across product, engineering, and GTM functions is a model I’ve seen succeed. Need a neutral voice that is simply advocating for the customer and ironing out the friction in the system. This helps get innovation out the door by tracking and reporting on all essential milestones.

"a single document or tool that shows the big picture of your launch strategy" I think the term 'Roadmap' is confusing here. Sounds like you are describing a 'Launch Plan.'

It is not only essential to monitor, measure, and communicate performance and results, but to combine this data with actual end customer product reviews into a feedback loop to key stakeholders. This vital communication channel informs product and engineering on future product development requirements and requests as well as provides customer service, sales, and marketing the context to properly address any questions or concerns with customers directly and quickly to improve trust and credibility.