R&D is long and difficult, and getting traction in the market early is essential to drive commercial success.

New Product Launch

Organizations launch new products and services with great fanfare, but are often disappointed when sales don’t meet expectations. In many industries, a new product’s revenues in the first six months will dictate the product’s performance for the rest of its lifetime. There are few second chances, so it’s crucial to get a product launched right the first time.

New product and service launches can fail because:

  • Product managers focus too heavily on features, and not the customer problems that the product solves and how this provides value
  • Product managers focus too heavily on making a big marketing splash, and not enough on enabling the sales team to sell the product or service effectively
  • Product managers do not understand how customers will buy the product or service, and underestimate the time and difficulty required for a successful sale
  • If a product launch stumbles, it can get a bad reputation among the sales team and they avoid positioning it, even when there’s a potential fit for a customer problem

We help organizations improve the success of new product launches by:

  • Aligning product introduction strategy with market realities
    • Conducting “Voice of the Buyer” studies and competitive analysis to objectively understand why, when, and how buyers will buy the new product or service
    • Creating detailed personae of key players who will influence buying the product or service in an organization
    • Creating an effective content marketing and demand generation strategy for the new product or service
    • Facilitating white space analysis in existing accounts to identify and create new opportunities for the new product or service
  • Aligning buyer and sales processes for new offering
    • Defining the processes that customers will use to buy the new product or service, and aligning sales processes and activities to closely align with buyer preferences
    • Establish sales management cadence, process, and reporting for inspection of opportunities for the new offering
  • Developing required skills to position and sell the new capability
    • Developing video-based and mobile training on positioning and selling the new product or service
    • Implementing a consistent approach for effective sales execution for the new product or service
    • Identifying critical developmental needs and training necessary to position and sell the new offering
    • Training sales managers to analyze pipelines and opportunities, and coach sales performance improvement for the new product or service
  • Aligning enabling technology
    • Developing supporting playbooks to enable easier sales process execution for the new product or service
    • Introducing CRM-integrated tools and apps and streamlining necessary reports to make it easier for sellers to position and sell the new offering

With the right focus on effective process, methods, skills and management, accelerating a new product launch and maximizing initial success in the market is possible. We can help to ensure that the sales trajectory of a new offering meets or exceeds desired targets.

Solution Messaging Card

Developing effective, customer-focused, and value-based solution messages