What this template is for
A product launch is the only Jira ticket that needs to coordinate six functions on the same calendar date. This template makes the launch an explicit Epic with the cross-functional sub-tasks baked in, so nothing falls through the cracks between PM, PMM, sales, support, and exec sign-off.
It captures the inputs that every launch review board asks for - tier, positioning, metrics - so the team is not scrambling to assemble them the week before launch.
When to use it
Use this template for any Tier 1 or Tier 2 launch (a launch where marketing and sales need to do something different than the day before). Tier 3 launches (minor features, no GTM lift) ship via the release-notes template alone.
How to set it up in Jira
Make the launch Epic the parent of all supporting work. Add the custom fields above to the Create Issue screen for the Epic type. Use Custom Fields for the Launch Tier select list - that one field gates how much process applies.
Sub-task breakdown
- Confirm positioning is the messaging-lock gate. Nothing else starts until it passes.
- Lock launch date and freeze scope is the cross-functional commitment.
- Build enablement prepares sales and support for go-live.
- Coordinate marketing channels sequences blog, in-app, email, and social.
- Run the launch is day zero.
- 30-day post-launch review captures whether the success metrics actually landed.
Use an STM Issue Templates Executor on the launch Epic type so the six sub-tasks are created automatically - see /stm-overview/ for the patterns this enables.
Fields to add to your Jira create screen
These are the fields a project admin should make sure exist on the Create Issue screen for this issue type (Project settings → Screens). Without these on the screen, reporters can't provide the information triage needs - and STM can't reference them either.
| Field | Example value | Required |
|---|---|---|
Summary | Launch - AI Summarisation v1.0 | Yes |
Launch Tier (custom) | Tier 1 / Tier 2 / Tier 3 | Yes |
Target Launch Date (custom) | 2026-07-15 | Yes |
Launch Lead (custom) | PMM owner | No |
Product Lead (custom) | PM owner | No |
Engineering Lead (custom) | EM owner | No |
Positioning Statement (custom) | For X who Y, the Z is... | No |
Target Segments (custom) | Mid-market SaaS, regulated industries | No |
Success Metrics (custom) | Adoption, activation, revenue lift | No |
Launch Channels (custom) | Blog, webinar, in-app, partner co-marketing | No |
Component/s | launches | No |
Labels | launch-2026-q3, tier-1 | No |
Attachments | Positioning doc, launch plan, FAQ | No |
Note on custom fields. STM currently supports up to 5 custom fields per template. You can add as many custom fields as you like to your Jira Create Issue screen - the 5-field limit only applies if you want STM to set or update those custom fields itself.
Sub-tasks STM creates automatically
Build an STM sub-task template containing the items below, then wire it to an On Create Issue Executor scoped to this issue type. Whenever a new issue of this type is created in the project, STM creates the full sub-task set in one step - with assignee, due date, and components inherited from the parent unless you override them.
- Confirm positioning and messaging with product and exec
- Lock launch date and freeze the scope
- Build enablement materials for sales and support
- Coordinate marketing channels (blog, in-app, email, social)
- Run the launch and monitor day-zero metrics
- Hold the 30-day post-launch review
Common questions
What is a Jira product launch template?
It is an Epic-level Jira template that coordinates the cross-functional work of shipping a product launch - product, marketing, sales, support, and partnerships. It captures positioning, tier, target date, success metrics, and channels, with sub-tasks for the standard launch playbook from messaging lock through to the 30-day post-launch review.
How do you run a product launch in Jira?
Create a launch Epic using this template, then link every feature-request, qa-test-plan, marketing-campaign-brief, and release-notes issue that supports the launch. Use the sub-task list for the cross-functional gates (positioning lock, enablement, channel coordination, day-zero monitoring, post-launch review). Keep the Epic as the single source of truth for launch status.
Should every release use the launch template?
No. Reserve this template for Tier 1 and Tier 2 launches that need cross-functional coordination. Smaller releases ship via the release-notes template alone. A useful rule: if marketing, sales, and support all need to do something different on launch day, use this template; if only engineering ships, the release-notes template is enough.
What custom fields belong on a Jira product launch?
Launch tier, target date, launch lead, product lead, engineering lead, positioning statement, target segments, success metrics, and launch channels. The tier field is the most important - it determines how much process the launch is subject to. Use Custom Fields select lists so tiering and metrics are consistent across launches.
Automate the sub-tasks with STM
STM Issue Templates saves the sub-task list above as a reusable template and creates them on every new issue of this type - via an Executor on issue creation, on status transition, or triggered manually from the issue's "Create bulk sub-tasks" menu. STM does not change the parent issue's create screen (that's a Jira project-settings job) but it removes the manual work of creating the sub-tasks every time.
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