Product Introduction

Product introduction is the set of cross-functional activities to prepare, launch and sell a product. Due to Agile and continuous delivery, the timing and scope of product and services introductions have become more complex.

Gartner surveys show how almost 50% of technology and service providers had a recent product launch delayed or canceled due to COVID-19.

Product launch shifts to digital and virtual events have accelerated and will remain a permanent approach. Significant shifts to virtual marketing and buying strategies will impact the way product launches will be conducted.

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Product introduction is a critical step in commercializing a product. The product team prepares the developed product offering to be sold and marketed while also planning beyond the release stage to ensure the product's commercial feasibility. Steps like communicating the product value, pricing and packaging are all critical at this point. A poor product introduction can result in the failure of otherwise well-managed products.

Prepare, launch and sell a successful product

The product team is responsible for creating a go-to-market strategy and launching the product to the market. Preparation for the positioning and launch of this product involves ensuring that all functions of the organization — particularly marketing, sales and delivery — are all aligned on the launch strategy’s objectives.