In my experience, engineering can be finished and the company can still be unready. That gap creates a common and expensive mistake in B2B SaaS: treating the release date as the launch date. The code is merged, the build is stable, QA has passed, and someone says, “We’re ready to launch.” Maybe the product is ready to ship. That does not mean the market is ready to buy, sales is ready to sell, customer success is ready to support, or demand is ready to convert. A launch is no

The old handoff model is disappearing because it was built for a simpler buyer journey. Marketing created demand, handed leads to Sales, Sales closed deals, and Customer Success took over after the contract. Product sat nearby, often hearing customer feedback through filtered notes, urgent feature requests, or win-loss summaries. That model breaks when buyers educate themselves before talking to Sales, customers expect value right away, and expansion depends on every promise

Launching a new product can make or break a company’s growth trajectory. Many product launches fail not because the product lacks value, but because the launch strategy misses critical steps. A well-planned product launch connects your product with the right audience, builds excitement, and drives early adoption. Drawing on insights from KJA Marketing's go-to-market strategy framework, this post outlines the top 10 best practices to help you execute a successful product launc