Crafting A Product Retirement Communications Plan

During the Monitor stage of the Forrester Product Marketing and Management Model, product managers decide whether to grow, maintain, or sunset a product. A product sunset team, led by product management and including representatives from product marketing, corporate communications, product development, operations, purchasing, sales enablement, and customer service, should create a sunset plan, migration path, business case and communications plan. In this report, we describe the key elements of a product retirement communications plan, including key audiences, messages, and timeline.