Internal stakeholders
Before planning the launch, make sure the right people are involved internally: at minimum a commercial owner, marketing owner, product owner, and a PR/communications owner where relevant. The point is to make sure the launch isn't treated only as a technical implementation: there should be clear ownership across activating the existing customer base, broader awareness and PR, product implementation, and commercial goals and performance.
Commercial owner
Owns the overall ambition of the partnership. Together with Froda, defines the joint commercial targets and the initial hypothesis for what the partnership should achieve: expected conversion of the eligible portfolio, expected number of customers, expected application or activation volumes, and other commercial KPIs. The goal isn't a perfect forecast from day one, but a shared hypothesis that can later be measured, validated, and improved.
Marketing owner
Executes email, social, web, and content: the person actually running the campaigns in this toolkit. Should be involved early alongside PR so that both customer activation and broader market awareness are planned from the start, not added as an afterthought once the technical implementation is already complete.
PR owner
Owns the partnership and product announcements to press and industry outlets: see Partnership announcement and Broad awareness for how the two are treated as separate opportunities. Should be looped in early, alongside marketing, rather than once implementation is already complete.
Product owner
Responsible for how the product is implemented and integrated: placement on the website, placement and visibility inside the product, integration into relevant customer journeys, technical implementation, and the overall product experience and customer flows.
Customer support
Needs to know what to say when a customer asks about the new financing product: during calls, follow-ups, meetings, and support interactions. For relevant segments, support or account teams can also proactively call customers to explain the new offering.