Gartner Research

Tech Go-to-Market: How to Design a Successful Product Launch

Published: 15 August 2013

ID: G00255121

Analyst(s): April Adams

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.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • 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

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