Let’s go back to October 2025. The one year anniversary of Anthropic’s Model Context Protocol (MCP) technology is fast approaching. The buzz on Reddit and developer forums is strong and growing louder.
At Workato, the marketing team’s wheels are spinning up ways to launch an MCP solution for SaaS-based businesses to coincide with the anniversary. And they have only ten days to do it.
That’s the challenge undertaken by Hannah Peacock, Director of Product and Solutions Marketing for Workato’s embedded business. She oversaw the company’s ambitious MCP SaaS product launch, coordinating messaging, PR, analyst relations, content, video, sales enablement, and executive stakeholders in a week and a half.
The result: several million dollars in pipeline revenue within the first month.
Read on to find out how Hannah and her team embraced scrappiness and built a successful campaign that’s still generating momentum.
For readers who may not be familiar with Workato or MCP, can you explain what they are?
Hannah Peacock:
Workato helps companies connect their applications, automate business processes, and move data between systems. I work on the embedded side of the business, where more than 500 SaaS companies have built Workato directly into their products, ultimately reaching about 30,000 end customers.
Over the last year we’ve adopted MCP, an open source framework that allows AI agents to interact with external systems and applications. We took that open source model and wrapped it with enterprise-grade security, governance, and scalability.
MCP was introduced in November 2024, and you wanted to time your product launch to coincide with the technology’s anniversary. What was the thought process behind that decision?
Hannah Peacock:
We noticed product leaders and engineers talking about MCP in Reddit threads and developer communities, sharing how they were experimenting with it and using it inside their businesses. We also saw discussions taking place about what MCP could mean for integrations and AI agent connectivity.
Our product team was all over it. They have an incredible ability to take something that exists in the ether and quickly turn it into a real product. As soon as they saw the potential of MCP, they started exploring how it could solve real customer problems.
While they worked, we began formulating a plan around the one year anniversary. We knew that if we could launch before November 2025, we’d have the momentum of that milestone behind us, and we didn’t want to let the opportunity pass by.
You had only ten days from the time you created the plan until launch day. How did you make it happen?
Hannah Peacock
We used what we called a “kinetic launch” approach, which is all about getting something into market rapidly and then building momentum over time.
I started by asking a simple question: What are the seven things you actually need to launch effectively? For us, that was messaging, press, content, a landing page, amplification, an executive sponsor, and sales readiness.
Once we identified those components, we quickly aligned the people responsible for each one. We had a task force of about nine people, a core team of three, and one executive sponsor who acted as the final approver so we could move very quickly.
In those 10 days, we built a landing page, a three-minute promotional video, a press release, analyst outreach, and a field guide for our sales team. We also developed pricing, packaging, and positioning in parallel.
We didn’t have customer success stories yet, so we interviewed later-stage prospects and asked them what potential they saw in MCP. Their perspectives, combined with analyst commentary, gave credibility to something that wasn’t even a year old.
What kind of results did you see, and how have you been able to keep the momentum?
Hannah Peacock
Within the first month, we generated several million dollars in pipeline. That was a strong signal that we had tapped into something our audience was already thinking about and exploring.
I think the success of the launch came down to being in the right place, at the right time, talking about the right thing. We spent a lot of time in the Reddit threads, looking at GitHub, and talking to customers. We knew MCP wasn’t a passing trend, and we understood how our audience was using it and what they wanted out of the technology. That allowed us to develop a clear point of view that really resonated.
Since then, we’ve continued to build MCP into our content, messaging, pricing and packaging. Every content plan I’ve created has had an MCP component to it. It’s become part of our core offering, and we don’t really see our product evolving without it moving forward.
What’s the biggest lesson marketers can learn from your experience?
Hannah Peacock
Speed of learning and adapting matters as much as speed of production. Marketers love to perfect messaging houses, test every tagline, and over-engineer launches. But in a market that’s moving this quickly, you can’t afford to wait for perfection.
So, focus less on producing and saying more. Instead, really listen to your customers and sellers, and be ready to adapt quickly. Because nothing stays the same forever, and we have no idea what the future holds.
