Launch

Article
Improve Your Customer Experience With a Product-Led Go-to-Market Strategy
Becoming a customer-experience company is a challenging and continuous goal. You can—and should—always improve the customer experience; it’s not something you can achieve and put aside. Customer expectations change constantly, and switching costs are low, even in the enterprise markets. That brings us to the core element of the corporate strategy:...
Becoming a customer-experience company is a challenging and continuous goal. You can—and should—always improve the customer experience; it’s not something you can achieve and put aside. Customer expectations change constantly, and switching costs are low, even in the enterprise markets. That brings us to the core element of the corporate strategy:...
Article
Product Launch as a Key Business Process
The Emergence of Launch Practices A decade ago, the practice of product launch was not even recognized. Companies somehow got their products to market, but no one really knew how they did it. Today, companies must be smarter. If products aren't properly launched, companies can't generate revenues, grow, or even survive.With today's...
The Emergence of Launch Practices A decade ago, the practice of product launch was not even recognized. Companies somehow got their products to market, but no one really knew how they did it. Today, companies must be smarter. If products aren't properly launched, companies can't generate revenues, grow, or even survive.With today's...
Article
Planning a Launch: Communicate Globally, Execute Locally
Planning and executing any product launch is daunting, but planning and executing a global product launch increases the size and scope by an order of magnitude. Not only are there differences in geography and language to consider, there is also the local calendar. And that’s just the beginning. First, you have to...
Planning and executing any product launch is daunting, but planning and executing a global product launch increases the size and scope by an order of magnitude. Not only are there differences in geography and language to consider, there is also the local calendar. And that’s just the beginning. First, you have to...
Blog
The Product Launch 30 Day Plan – Week 1
Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Product Launch 30 Day Plan The purpose of the Product Launch 30 Day Plan is to provide a starting point for Launch seminar attendees to get started planning a product launch. Think of it like a Quick Start Guide that is designed to get customers up and running quickly, and to help put into action what was learned in the Launch seminar. I like to think of it like cooking. When you attend the Launch seminar, you learn about the cooking tools and the ingredients. The next step is to prepare a meal and for that you need a recipe. Think of the Product Launch 30 Day Plan as a recipe. The recipe will need to (and should) be adjusted to suit your tastes. Don’t think of the Product Launch 30 Day Plan as an absolute. Think of it like a guide that’s intended to provide the insight and foundation for your successful product launch. Every organization is different and every market segment has its idiosyncrasies that have to be factored into the Product Launch 30 Day Plan. Good luck, think about the ‘big picture’, and have fun! Week 1 – Product Launch Basics The first week of the Product Launch 30 […]
Blog
product launch is a campaign
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Article
Ask the Experts: How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
How do I create an effective cross functional launch team?
Article
HubSpot’s Formula for Product Launch Success
Successful product launches require a clear, well-articulated vision that goes beyond the actual launch.
Successful product launches require a clear, well-articulated vision that goes beyond the actual launch.
Article
When Sales and Product Teams Collide
A few years ago, I worked for a large company that acquired a series of software startups it planned to integrate into its hardware portfolio. My product team was responsible for the integration, product management and transition of the software startups. It was a painful process which taught me a lot about sales behavior.
A few years ago, I worked for a large company that acquired a series of software startups it planned to integrate into its hardware portfolio. My product team was responsible for the integration, product management and transition of the software startups. It was a painful process which taught me a lot about sales behavior.
Article
We Have Liftoff
How NASA launched the Apollo moon program
How NASA launched the Apollo moon program
Article
Stop Guessing
Four metrics that show whether your content is working.
Four metrics that show whether your content is working.
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