The 30-60-90 Day Playbook for What Happens After Your Product Launch

Show notes for Season 1 · Episode 9 of Product Marketing for You with Haidee Griswold.

Most PMMs pour everything into launch day. The website goes live, the campaign launches, and then everyone moves on to the next project. But Haidee thinks that's exactly where the real work begins—and where most teams are leaving insights on the table.

Haidee's a PMM leader who's run launches at Amazon, Olo, and beyond. She's got a very specific point of view on what happens after Launch Day. And she's got the data to back it up.

She told me: "If you're resource constrained, you need this process more than ever. You're repeating the same mistakes because you never actually document what happened."

What is a post-product launch review?

According to Haidee, it's not a verdict on the product or the launch—it's a checkpoint. Specifically, a structured 30-60-90 day review where your team answers three questions: What went well? What didn't? What should we do differently now and in the next launch? The real insight comes when you separate launch execution (did we get it out the door?) from product market fit (are customers actually using it?). A great launch can hide a product market fit problem. A bad launch can mask a really good product. That's why the checkpoint matters.

Here's how Haidee approaches post-launch reviews

• Step 1: Make it visible and mandatory from day one — Tell your team this is now part of your launch playbook. No skipping. Especially if you're resource constrained, you need this artifact to avoid repeating mistakes on the next launch.
• Step 2: Give everyone the three questions early — Document these before launch: What went well? What didn't? What should we do differently now and next time? Hand out blank paper during the launch so people can write things down as they happen.
• Step 3: Walk in with the right data — Customer reactions, adoption signals, customer conversations, Reddit feedback, sales data. Come prepared so no one's surprised by bad metrics in front of their peers (which triggers defensiveness).
• Step 4: Separate launch execution from product market fit — How did we get it out the door? How are customers seeing it? These are two different questions. Document your hypothesis early (what did you think would happen?) and test it against results.
• Step 5: Structure the room to reduce defensiveness — Start with "What surprised you about this launch?" Use open-ended questions. Frame it as auditing performance and building institutional knowledge, not judging people. Say "It's the process, not the people."
• Step 6: Use the hourglass approach if results are weak — Narrow focus to your most passionate customers. Understand why they're excited. Pattern match what's working with that small group, then expand. This lets you move faster than just killing the product.

Resources

• Books Haidee recommends: Range by David Epstein (understanding team diversity and influence)

Thanks to PMM Camp — where product marketers build leadership range to move beyond execution and influence strategy.