A product brief in, a full launch kit out

Sequel's product team ships something new every week, and there was no product marketer. When Kathleen joined to lead marketing in November, four months of releases had never been announced, and the marketing team was her, one demand gen marketer and two BDRs.

A launch system that takes a brief from Sequel's chief product officer and produces what a launch needs: the product brief, the blog post, a script for a founder video, sales enablement messaging, extra battle cards when needed, and outbound emails for the BDRs. It draws on a library Kathleen built of Sequel's ideal customer, personas, voice and messaging, call transcripts, and recordings of the head of product and CEO explaining the product, plus the team's competitor research.

In December, using an earlier version built as a ChatGPT prompt chain, the team ran 12 product launches in 12 days to catch up on the unannounced releases. Kathleen says AI is the only reason that was possible. Sequel has since hired someone to lead product marketing, and Kathleen is handing the system to him.

Every feature ships with sales talking points, battle card updates and BDR emails on announcement day, not whenever marketing finds time.