Archives for posts with tag: Product Launch

The Eighth B2B Product Launch Process Step

February 29, 2016 //
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In the seventh B2B product launch process step, we reviewed the outcomes of our efforts and hopefully learned some lessons to help us improve the next time.

So what’s the eighth B2B product launch process step? It’s the same as the last step of the B2B marketing process, the B2B buying process, and the B2B sales process. It’s back to the beginning, to the first step.

The cycle of the B2B product launch process is complete. As at the very beginning, we need to check our facts. We’re onto a new project, a new product launch, step one of a new launch process. Off we go – again!

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Categories Communication, Customers, Marketing, Sales, Strategy

The Second B2B Product Launch Process Step

February 5, 2016 //
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In our first B2B product launch process step, I recommended you get the fundamental information together and check your facts. Once done, you’re ready for the second step.

This step is to have your kick-off meeting or call. If you’re well organised, it shouldn’t matter if you can’t get people to a physical meeting. A call should be fine.

In this call you need all the major players – or else their delegated representatives – in the product launch to be present. This is where you set your ground rules, make sure expectations are aligned and roles and responsibilities understood. The kick-off is a great opportunity for all those who don’t know each other to get acquainted and understand how their own contribution will butt up to or overlap with the contributions of others.

On this call it’s a good idea for people to share their expectations and their requirements for the project so that everyone is aligned towards the overall objective for the launch – whatever the project team decides that overall objective should be. You can’t do any decent planning without the over-arching objective agreed, so it’s important to agree this before proceeding. This is also an important time for establishing what any dependencies or interdependencies might be for elements in the project. What stages can run in parallel, what have to be sequential, what the rate-determining steps are.

From an interpersonal and cultural perspective, the kick-off is the chance for the project manager of the launch – which might be you – to set the tone for the meetings, how they should be run and what the protocols are for reporting, meeting attendance, escalation procedures and so on.

You can use software or design fancy spreadsheets to help you automate much of the operational stuff, especially with large or comprehensive launches. You still, however, have to get the basics right – the basics I’ve outlined above.

With a good kick-off call under your belt and your objective and requirements defined, you’re all the set for the next stage.

 

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Categories Communication, Customers, Marketing, Sales, Strategy

The First B2B Product Launch Process Step

January 27, 2016 //
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OK, so you’ve seen the signed-off roadmap, or heard about the launch, or perhaps you’re already involved in the earlier steps of the product management lifecycle. Regardless of your personal situation, the first step in the B2B product launch process is this – check your facts.

Sounds obvious doesn’t it? It is, but not everyone does it. Here are some facts you want to consider before anything else:

  • Who’s on the launch team? Who’s the executive sponsor? Who’ll work on the project day-to-day? Who’s project managing the launch? You need a good project manager with good communication skills to stay on track. If it’s you project managing it, great 🙂
  • What are the milestone dates? When will development be done? When will you alpha and / or beta the product? To whom? Work back from when you plan to GA (make the product Generally Available) and build in buffer at every stage
  • How much of the strategy is done? Have you sight of a business case document so you can understand the market analysis, objectives, pricing, positioning, features, benefits etc?
  • What other background documentation is there to help you build a picture? The more there is, the less you need to create, and the less time you need to make with people to interview them for the background, their insight and preferences
  • When’s the launch kick-off call? If one isn’t organised, apply pressure for it

Get armed with these facts and you’ve already won half the battle.

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Categories Communication, Customers, Marketing, Sales, Strategy