Your product team identified a market need. They’ve developed a product with unique value. Now, they must clearly define the UVP. And marketing must package and deliver the UVP to draw prospects into the funnel. Emerging best practices for your product launch can be found in the How to Make Your Number in 2018 Workbook.  Turn to the Product Strategy section and flip to page 137 to review the Product Launch and Messaging phase.


What’s your new product’s story? How will you drive quality leads into the top of the funnel?


Today, we’ll guide you from product story conception to top-of-the-funnel delivery. And share best practices for carving your niche and creating an irresistible buzz.


Position Your Product 


It’s not up to your buyers to determine your product’s value. Or why your product outshines your competitor’s. You have to make a clear, compelling case.  Otherwise, buyers will default to the product with the best price. 


  • You must define the problem your product uniquely solves. And the value buyers will realize as a result. (Both user and buyer personas are critical here.)
  • You must develop a user-centric story about how your product solves the problem.
  • You must ensure your UVP is clear and distinct from your competitor’s. And it must reflect your knowledge of your competitors. A “win theme” does this in an efficient and memorable way.


Decide How You’ll Market It 


Marketing and sales need deep customer insight. Without it, they’ll likely point the wrong solutions to the wrong markets. And your message won’t resonate.


  • Clarify marketing’s role in the product/solution launch strategy.
  • Determine how the marketing and product teams can best work together to refine messaging.
  • Make sure your message conveys your product’s positioning statement, value proposition, and comparative strengths. 



Many marketers struggle to match their product with markets eager to buy. SBI can help with sales readiness. Our marketing planning services can guide you from competitor analysis to pricing strategy.


Plan Your Campaign 


You need to design a marketing campaign that will attract buyers to your product/solution. To fill the pipeline with leads, you must define your audience. Choose the right programs. Execute the right activities. And fully develop your offers. 


  • Consider the type of campaigns you need to run. (Awareness, competitive replacement, up-sell, cross sell, migration, new logo, nurture, renewal, etc.)
  • Outline your objectives, budget, schedule, and goals for each campaign.
  • Identify target personas as well as appropriate content assets, messages, channels, offers, and calls to action.


Countdown to Liftoff: How Will You Execute?


How will you carry out your content marketing strategy? How will you manage leads and enable sales? How will you measure progress? If you would like to spend some time with me planning your product launch, come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.


Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test to rate yourself against SBI’s sales and marketing strategy to find out if:


  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job


Sales Revenue Growth


John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.


John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.


His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.


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