Product teams are shipping faster than ever. But more releases don’t automatically mean more market impact, and treating every release like a launch can leave product marketing buried in execution, while the bigger story gets lost. Join Erin Stephan as she shares her approach for turning rapid release cycles into intentional launch seasons: deciding which releases deserve a bigger market moment, which are better suited to targeted adoption, and when a group of capabilities can tell a stronger story together than they can alone. We’ll also look at the role of AI in this new launch environment. AI can take more of the coordination and project management off PMM’s plate, but it can’t make the go-to-market decisions for us. The opportunity is to use that efficiency to spend more time on the strategic work: connecting product investment to customer needs, business outcomes, and a narrative that holds together across the release cycle. Learn the framework behind the approach, what it looks like in practice, and how you can apply it to your own launch cadence.