Toby Williams, SVP, Chief Product and Strategy Officer for Ellucian demonstrates how to launch new products successfully.

Today’s topic is how to launch new products successfully. To follow-along, download our 10th annual workbook, How to Make Your Number in 2017 and turn to the product strategy section.  Flip to the Product Launch and Messaging phase on pages 143 – 146 of the PDF.

 

Our guest today is Toby Williams, SVP, Chief Product and Strategy Officer for Ellucian. Ellucian is the world’s leading provider of software and services for higher education institution, serving more than 2,400 institutions and 18 million students worldwide.

 

Toby is responsible for driving product management and strategy, corporate development, and M&A. Watch as Toby outlines the steps to launch a new product, and how the product leader develops messaging to defeat the status quo.

 

In the first segment of the show, Toby answers these questions:

 

  • Please describe your product launch process.
  • How should a product leader developing messaging that defeats the status quo?
  • Do you have a “why change” story and how was it developed?

     

The second segment covers messaging frameworks and ‘Why Change Now?’  Watch as we discuss how Toby uses the client voice and stories to tell the Ellucian story. We discuss the power of leveraging the clients voice to describe the solution. This includes the voice of the buyers and users of the solution by positioning the users as heroes.

 

In the final segment, Toby answers this hypothetical question; If a new company hired you tomorrow with a mandate to launch new products, what would you do, in what order, and why? Watch as Toby outlines an action plan in depth that describes the steps to launch a new product.

 

Evaluate your Product Launch and Messaging strategy at a deeper level by downloading our 10th annual workbook, How to Make Your Number in 2017.  Turn to page 143 of the PDF and review the Product Launch and Messaging of the Product Strategy.

 

how to make your number

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

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