Launching a new product or a feature is starting to get into the domain of a product marketing manager. Similarly to product design, before you can manage the job function, you need to yourself be capable of doing the work. Unlike product design, product managers are far less likely to have a product marketing manager role to assist them, especially in early stage companies. Much of the content below is aimed at marketing types, but good for any product manager to understand. Remember, if you start planning your launch after you’ve built something, you are going to fail.