Example data. Fieldnote is a fictional company used to fill all 61 boards, so the examples tell one consistent story.
Post-PMF Fieldnote, launching the Pennylane invoicing integration after a beta with 12 companies: Karim, Nadia, marketing and Julien in the room.
What the team took away
The webinar and the D+14 calls were not in the first draft. Without them the integration would have launched as a banner nobody clicks.
How to run it
Preparation
One decision-maker each from product, marketing, sales, and support. If support is not invited, the launch will land on them by surprise.
Send the feature description, the target segment, and the intended launch date one week before.
Pre-fill the board: Target, Message, Channels, Sequence & owners, Launch metrics. Add the draft date on the Sequence block.
Agenda
15 min
Align on the who Product describes the target user in one sentence. Sales and support say whether they recognize that user in their tickets and calls. Adjust until all three agree.
25 min
Write the message In pairs, write the one-sentence promise the user will read first. Read all versions aloud, pick one, tune it. No adjectives.
20 min
Pick the channels Marketing lists every channel. For each one, sales or support says if the target actually reads it. Cut the rest.
30 min
Build the sequence Work backward from launch day: what goes out at D-14, D-7, D-1, D-day, D+7. One owner per line. Support writes their internal enablement date first.
30 min
Metrics and go/no-go Agree three launch metrics with a number each: adoption in week 1, support tickets, one business metric. Set the go/no-go meeting date and who attends.
Pitfalls
Do not write the message with product alone. If sales cannot say it in a call, it is not the message.
Do not schedule the launch before support has trained. A feature that generates tickets nobody can answer is a failed launch, whatever the adoption.
Do not leave without numbers on the metrics. 'We will watch adoption' is not a metric.
Afterwards
The dated checklist becomes the launch project, tracked in the weekly stakeholder sync. One week after launch, run the metrics review against the three numbers agreed here.