SVP and GM details how to take a new product to market.

Joining us on SBI TV is Christopher Bray, the Senior Vice President and GM for Cylance, a provider of artificial intelligence and real threat prevention. Christopher has launched products across multiple organizations, and is a top revenue leader. He is uniquely qualified to speak on the topic of new product launch.

 

In today’s show, we cover a topic for those of you who are refreshing your offerings, “How do you take a new product to market?”

 

Below is a timestamped summary of the show segments and the topics covered.

 

Segment 1: Launching a New Product

 

Skip to minute 4:30 to listen to Chris detail innovative ways to launch new products:

 

It’s really important, in my experience, to understand where you’re going to get the biggest scale and the biggest return. In a subscription business such as ours in computer security, we look for partners who can help us get maximum distribution. Then, what we’ll do is look at an organization that has a large consumer subscriber base already, understand what their value proposition is, and see how we can enhance that value proposition through security…”

 

Segment 2: Product Packaging

 

  • Solving the challenge of perceived commoditization. minute 14:18 
  • Connecting the customer journey to the packaging of the product in an online environment. minute 16:19
  • How to constantly re-validate that your assumptions on the customer journey are correct. minute 18:48 

     

Skip to minute 15:04 to watch Chris discuss the challenges of perceived commoditization when it comes to packaging:

 

“That’s been an interesting journey, and I’ve seen a lot of successes and failures. What’s absolutely key is to keep it simple. Have a clear message that differentiates, but even before you get there, you have to understand what your meaningful and relevant differentiators really are that will resonate with that person who’s looking at your box, because you’ve only got a couple seconds…” 

 

 Segment 3: Pricing

 

Skip to minute 24:11 to hear Chris discuss how to determine pricing for a new product:

 

 “We price our product  to be competitive, we’ll benchmark it to a certain extent, but what we’re really focusing on is the differentiators. Why should you be buying from me versus my competition?” 

 

If you want to learn more from what Christopher discussed today, you don’t have to go it alone. Enlist the help of our team of experts here at SBI. We know product launch. 

 

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ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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