video | November 24, 2016
How Top Companies Develop Product Launch Messaging
Today’s topic is Product Launch and Messaging. Joining us is Rob Lips, Vice President of U.S. Sales and Channel Marketing at Intuit. Rob lead sales, channel marketing and analytics across Intuit’s retail, e-tail, inside sales, resellers, OEMs and financial Institutions. He is responsible for a +$900M business with a team of over 500 people.
Product launches fail to generate revenue when sales people and channel partners are not involved in messaging development during pre-launch preparations. When messaging is developed in isolation it is not compelling enough to get your customers to act. Stories told directly to customers by well-trained sales channels enable customers and prospects to answer “Why change?” and this stimulates latent demand while leading to exceptional revenue growth.
Watch as Rob talks through the messaging and storytelling approach based on his experience of successfully launching many products. Success requires sales reps to defeat the status quo. Rob explains how to develop and roll-out messaging where sales can tell stories about somebody else who in a similar situation took the plunge, and how they used your products and services to get to a better outcome.
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During this video podcast, Rob will answer these questions with Intuit as a use case:
Most sales leaders are carrying a big number tied to new products just launched or soon to be launched. However, research is finding that product launches are failing at an alarming rate. Compelling messaging is mission critical. Without it sales people will struggle selling the new product.
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