Published: 15 August 2013
Summary
Some technology providers think a product launch is just a marcom event: the last thing that needs to be done before handing a new product off to sales. But introducing your company's "next big thing" should never be taken lightly. We outline the steps required to achieve a successful launch.
Included in Full Research
- A Preliminary Note for Small or Emerging Providers That Are Resource-Constrained for the Launch
- Step 1: Determine the Launch Lead and Identify the Team
- Action: Select the Launch Lead
- Action: Define the Launch Team
- Action: Secure Management Approval for Team Member Participation
- Action: Consider Using External Resources
- Action: Don't Underestimate Lead Times
- Step 2: Begin the Planning Process
- Action: Take Stock of All Preliminary Inputs
- Action: Clarify the Launch Goals as They Relate to Timing and Scale
- Action: Assess the Current Sales Channels
- Action: Secure Whole-Company Buy-In
- Step 3: Create the Launch Plan
- Action: Define Measurable Launch Goals and Success Metrics
- Action: Get the Price Right
- Action: Make Sure That Packaging Supports the Product's Positioning
- Action: Reassess Feature/Benefit Analysis in Light of Beta Test Results and Customer Advisory Board Data
- Action: Plan the External Launch
- Step 4: Build Sales, Partner and Operational Readiness
- Action: Develop Additional Materials Beyond Standard Collateral
- Action: Prepare for Sales Training
- Action: Review Sales Compensation Plan
- Action: Ensure Sales Support/Technical (Presales) and Professional Services Readiness
- Action: Ensure Operational Readiness
- Action: Confirm That Legal Has Signed Off on All Required Elements
- Step 5: Evaluate
- Action: Review Results
- Action: Document Lessons Learned
- Revise the Marketing Plan
- Conclusions