Workshop

Define Your Launch: The Strategic Calls That Align Sales, Product and Marketing

Danielle Tomassini

Ex-Google Director, AI + GTM instructor

Strategy first. Then AI can scale it.

You own the launch. You likely don’t own the pricing call, the legal review, the sales leader’s quota, or the analytics setup that proves it worked. And you’re still the one expected to get the whole company telling the same story.

That’s the hard part of commercialization, and it has very little to do with writing. It’s getting people who don’t report to you to commit to decisions they’d rather leave open: who this product is for, who it isn’t for, what success looks like, and which claims you’ll stand behind when a buyer pushes back.

When those decisions stay fuzzy, reps fill the gaps on live calls, three teams tell three stories, and the cost shows up two quarters later as churn.

AI raises the stakes in a good way. Once your strategy is aligned, AI can scale it across enablement, content, and sales faster than any team could by hand. Aligned teams get the full benefit.

In this workshop, I’ll walk you through the four decisions behind every launch I worked on at Google, show you where AI helps and where it can’t decide for you, and you’ll leave knowing exactly who has to agree to each call.

What you’ll learn

Go from owning the launch document to owning the launch strategy, with the decisions made and the right people signed off.

  • Map each decision to the person who has to agree to it, from finance and legal to sales leadership

  • See why a launch document is a record of decisions made elsewhere, and how to go get those answers

  • Leave with a decision map that shows which calls have an owner and which ones don’t yet

  • Run an inventory prompt that shows what your source documents commit to, and what they leave open

  • See why feeding your PRD into AI produces confident numbers nobody chose

  • Leave with a prompt library to check your draft for contradictions and vague claims

  • Turn activities like “launch in Q3” into a claim about what changes if the launch works

  • Trace your success metric back to the OKR, or find out nobody has committed one yet

  • Decide which numbers belong in a long-lived document and which ones to link to instead

  • Apply the flat read test so sales, product, and marketing describe the product the same way

  • Name the product’s boundary before a rep oversells it on a customer call

  • Practice on a real-looking draft and connect each vague line to what it costs the business

  • Write each value pillar as a sentence a rep can say out loud, tied to a named buyer objection

  • Run the competitor test to cut lines any rival could write word for word

  • Know which claims need sales and legal sign-off before they become approved language

  • Write rules with a threshold, a consequence, and the point in the sales cycle where deals fail

  • Use AI to pull patterns from lost-deal notes so the list is built on evidence

  • Lead the conversation with sales leadership using real accounts and outcomes as your evidence

Workshop agenda

  • 01. The system behind a launch

    Why launches stall even when everyone works hard, and how launch strategy depends on decisions owned by people across your organization.

  • 02. Where AI fits in your launch strategy

    Where AI speeds up the work, where it can’t make the call for you, and how to use it on your own source material.

  • 03. The decisions that align your organization

    Work through the strategic calls every launch needs: what you’ll claim, what success looks like, and which claims you’ll stand behind.

  • 04. Who your product is not for

    Turn vague targeting into clear rules your sales team can act on, and prepare for the conversation it takes to get them agreed.

  • 05. Next steps and live Q&A

    Leave with tools to keep building after the session, then bring your questions about your own launch and organization.

Learn directly from Danielle

Danielle Tomassini

Danielle Tomassini

Contact

Former Google & Target Exec; AI Instructor; Co-Founder @ Otter Collective

Executive at
Target
Google
Otter Collective
See all products from Danielle

Who this workshop is for

  • Marketing and GTM Leaders
    You lead launches across teams & need sales, product & marketing aligned on one strategy before you scale with AI.

  • Solo PMMs & Launch Owners
    You own the launch without a playbook or team, & need people who don’t report to you to commit to the hard calls.

  • Founders & Business Owners
    Your launch strategy lives in your head. Get it written down & agreed before sales, partners or AI scale it.

What's included

Danielle Tomassini

Live sessions

Learn directly from Danielle Tomassini in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Launch strategy template

The template you’ll use to record your decisions, so you can keep building after the session.

Prompt library

The AI prompts from the session, ready to run on your own launch material.

$200 credit toward the full course

Your workshop fee counts toward the Q1 course if you decide to keep going.

Maven Guarantee

Your purchase is backed by the Maven Guarantee.

Frequently asked questions

Maven for Teams

Reimbursement

Get your company to pay

Everything L&D needs: email template, receipts, and certificate of completion.

Get reimbursed

Team discount

Learn with your teammates

Save 20%+ when 2 or more teammates enroll in the same cohort.

Save 20%+ with a team

Private cohort

Run a cohort for your org

A dedicated cohort with a custom schedule and curriculum, tailored to your team.

Book a private cohort

$200

USD

Nov 12
·

1–3:30pm EST

Enroll