PHASE 13: NEW PRODUCT/FEATURE LAUNCH PROCESS

Prepare Sales, Marketing, and Customer Success teams for successful product launches

 

Product launches fail to generate revenue when marketing teams, sales people, channel partners, and customer success teams are not included until the late stages of the launch process, or not involved at all in during prelaunch preparations. When products are developed and launched in isolation, a lack of awareness results that stifles the ability for marketing and sales to do their job, leading to poor results. The right launch process compels your customers to act by creating product awareness through strategically planned marketing campaigns, and stories told directly to customers by well-trained sales channels and customer success teams, stimulating latent demand while leading to exceptional revenue growth.

Rapid Diagnostic

1. A product launch process exists that helps to consistently meet your revenue expectations in the first year.

2. You create a product launch plan with a budget for all major launches/releases.

3. Your product launch process has different criteria for new product launches vs. releases of existing products.

4. You have an audit process for launch readiness that is conducted for all major launches.

5. Marketing, Sales, Sales Enablement, and Customer Success teams are included in the early stages of the launch process.

6. All customer facing teams receive content, are enabled, and have a process to nurture prospects and seed the market in preparation for product launches.

7. Marketing develops campaign strategies and plans for new product launches that are ready on day one of the product launch.

8. Sales has finalized forecasts of the product numbers and incentives support the company objectives for the product.

9. You have a documented post launch issue tracking process.

10. You conduct a post launch assessment to understand how future launches can be more successful.

Deliverables

• Launch Readiness Audit

• Launch Goals and Objectives

• Launch Strategy and Plan

• Launch Process and Timeline

• Launch Roles and Responsibilities

• Launch Budget

• Launch Success Metrics and Tracking

• Product Marketing Plan

• Product Training Program

• Product Enablement Coaching

• Risk Mitigation Plan

• Go/No-go Decision Process

• Product Enablement Roles and Responsibilities

• Agile Launch Execution Plan

• Post-Launch Issue Tracking and Resolution Plan

• Pre-Launch/Launch/Post-Launch Assessment

INDUSTRY
STRATEGY AREA
CONTENT TYPE
Q1 Research Report for Private Equity
March 21 2019
Q1 Research Report for Private Equity
VIEW
Product - Sales Engagement Scorecard
March 21 2019
Product - Sales Engagement Scorecard
VIEW
Win Strategy Tool
March 19 2019
Win Strategy Tool
VIEW
previous
1 of 111
right
Loading...
Product Strategy
As a Product Leader, Are You Regularly Engaging the Sales Team in Product Ideation?
A product leader at a recent client of mine expressed a frustration that most product leaders can relate to. His organization had recently invested heavily in developing a new product that targeted a growing segment of the company’s customer base....
Read More
Product Strategy
SBI's February 2019 CPO Newsletter
Your Product Does Not Sell Itself — Why Clarity Between Product Management & Marketing is Critical Don’t let confusion between product management and product marketing responsibilities risk your product’s success. Devote time early on to clarify these within your team and...
Read More
Product Strategy
Building an Accurate Business Model is the Key to Ensuring Product Launch Success
So, you have a new product investment you are excited about. How do you ensure that your idea holds up to leadership scrutiny, and has a big enough ROI to be considered a success?   Understanding and building a business model...
Read More
Product Strategy
Your Product Does Not Sell Itself – Why Clarity Between Product Management and Marketing is Critical
As the product leader, the knock is on your door when sell-through doesn’t meet expectations.  And then the painful inquiry starts – was this a strategic error?  Poor execution?  One fatal cause often overlooked is functional alignment – well-intentioned people...
Read More

Stay up to date with our latest insights, benchmarks, strategies & more

CREATE AN ACCOUNT

Join our team of passionate professionals and find your full potential

ALL OPEN POSITIONS