Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM). New products are the life force that sustains our companies. Yet, the journey from the lab to market success is fraught with peril. Over 70% of new products fail. Many of these failures could have been prevented. How do you avoid having your product trapped in this Valley of Death? During this webinar, Neil Baron will introduce a proven process to increase the odds of new product commercial success. In this session we will use a case study of an actual breakthrough innovation that was successfully brought to market. Join Neil Baron as he shares insights on overcoming the challenges of bringing a new product to market. In today’s ultra-competitive environment, organizations are pressured to get new products into the market immediately. This can cause fatal problems: - They don't take the time to develop a structured go-to-market approach. - What results is a random set of uncoordinated actions. Key Takeaways from participating in this webinar: - The three major obstacles to new product success - A four step process for successfully introducing new products - The one question to ask your prospects to accelerate their buying process - How to avoid failure by choosing the right early users About the Speaker: Neil Baron, Managing Director, Baron Strategic Partners, is an internationally recognized expert on helping companies accelerate revenues from new technologies. Prior to starting his consulting firm, Neil was head of commercialization for a $150M division of a specialty chemical company. He has also held marketing, operations and sales positions at companies such as IBM, Sybase, Brooks Automation , Art Technology Group. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.php

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AIPMM Webinar Series
www.aipmm.com

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Founded 1998
World’s largest professional association for product
management, product marketing and brand management
Provides professional development and certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader

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AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager (CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)

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• One 12-month premium membership
Participate and Win!

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AIPMM: @AIPMM
Tweet!

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Today’s Speaker
Moderator:
Therese Padilla, President, AIPMM
Presenter:
Neil Baron, Managing Director
Baron Strategic Partners
nbaron@baronstrategic.com
www.baronstrategic.com
617-365-3411

8. © AIPMM 2013 www.aipmm.com
FEATURED PRESENTATION

9. © Baron Strategic Partners 2013
Developing Successful
Go-To-Market Strategies
Neil Baron, Managing Director
Baron Strategic Partners
nbaron@baronstrategic.com
www.baronstrategic.com
617-365-3411
© Baron Strategic Partners 2013

10. © Baron Strategic Partners 2013
Clayton Christensen
Harvard Business School
30,000 new products will be launched this year.
28,500 of them will fail (95%)

11. © Baron Strategic Partners 2013
The New Product Valley of Death
Where Great Ideas Go to Die
Development
Commercial
Success
• No need
• Flawed product
• Wrong market
• Wrong channel
• Ineffective ideation/R&D
• Inability to deliver
• Wrong metrics
• Strategic misalignment

12. © Baron Strategic Partners 2013 12© 2010 Baron Strategic Partners
60% of new products and services failures are
primarily due to lack of an effective go to
market process.
- Boston Consulting Group
Center for Business Innovation at Babson College
© Baron Strategic Partners 2013
“Better Mousetraps” Do Not Equal Success

13. © Baron Strategic Partners 2013
Solution:
Customer-Led
Go-to-Market Process

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Market selection Beta program
Market
segmentation
Value
proposition
messaging
Channel
selection
Strategic pricing
Sales
empowerment
Goal alignment
Product launch Budgeting
Organization
structure and
staffing
Value delivery
Competitive
positioning
Compensation
Go-To-Market Strategy Components

15. © Baron Strategic Partners 2013
Market selection Beta program
Market
segmentation
Value
proposition
messaging
Channel
selection
Strategic pricing
Sales
empowerment
Goal alignment
Product launch Budgeting
Organization
structure and
staffing
Value delivery
Competitive
positioning
Compensation
Go-To-Market Strategy Components

16. © Baron Strategic Partners 2013
User-Led Product Launch Plan
Bringing A Game Changing
New Chemical to Market

17. © Baron Strategic Partners 2013
Deadly Materials Must be Cleaned Each Week
4 hours of Hand Scrubbing
Ion Implanters Spray Paint
the Microcircuits on a Chip

18. © Baron Strategic Partners 2013
Deadly Materials Must be Cleaned Each Week
4 hours of Hand Scrubbing
Ion Implanters Spray Paint
the Microcircuits on a Chip

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There has to be
a better way

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• 10 minutes 2x day automatically
• Eliminate 4 hour weekly hand scrubbing
• Increase time between maintenance to 4 weeks
• Minimize toxic waste
• 3 month payback
Clean Ion Implanters Without Manual Scrubbing

21. © Baron Strategic Partners 2013
“With such a clear value proposition and a dozen ongoing
evaluations, why is
Autoclean stuck in neutral?”
Source: New Yorker, 2001
Executive Committee Frustration

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Bringing Products to Life
Despite Engineering Developing a Truly Innovative Product,
They Faced a Number of Hurdles to Launch the Product Effectively
Launch
Team
I.
Convincing the
Market to Adopt
a New Process
II.
Communicating
“Value,”
Not “Features”
III.
Demonstrating
Expertise
Through Sales
Product
Launch

23. © Baron Strategic Partners 2013
Physical Properties
• White/Colorless Crystalline Powder
• MW=169.29, Density = 4.32kg/l, Melting Point = ~135 °C
• Contact with Atmosphere forms HF, just like BF3
• Vapor Pressure 0.5kPa (3.8 torr) @ 21 °C
NeH
H
Advantages
• Stable, solid compound
• Ease of handling, packaging, delivery
• High density fluorine source, safer than F2
• Suitable vapor pressure
• Can use a simple, pressure-based, delivery system
• Sub-atmospheric for enhanced safety
• Strong fluorinating agent  volatile fluorides
of As, P, B, Si, W etc.
Source: ATMI
Insitu Clean Chemistry
0.1
1
10
100
1000
VaporPressure(Torr)
1101009080706050403020100-10
Temperature (C)
Calculated Vapor Pressure of XeF2

24. © Baron Strategic Partners 2013
Bringing Products to Life
Source: Marketing Leadership Roundtable
Launch
Team
I.
Convincing the
Market to Adopt
a New Process
II.
Communicating
“Value,”
Not “Features”
III.
Demonstrating
Expertise
Through Sales
Product
Launch

25. © Baron Strategic Partners 2013
User Led Product Launch Plan
Collect
Relevant
Customer Data
Develop
Product
Messages
Empower
Sales Channel
Execute
Launch
Campaigns

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The Few, The Proud: The Beta Sites
Criteria #1
Criteria #2
Criteria #3
Criteria #4
Beta Site A Beta Site B

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Hypothesis-Based Value Testing
Step 1
Identify
Product
Benefits
Benefit A Benefit B
Step 2
Test to
Confirm
Benefits
Step 3
Confirm
Benefits
Benefit B Benefit CBenefit A

28. © Baron Strategic Partners 2013
Messages That Matter
Results-Oriented Value Statement Filter
Final Message
• Increase time
between
maintenance
periods
Filter #1:
Value,
Not Feature
Filter #2:
Universal
Filter #3:
QuantifiablePotential
Messages
“Segment-Specific”
Value Statements
Molecular
Structure
Ease of
Maintenance“Green”
Technology
Source: Marketing Leadership Roundtable

29. © Baron Strategic Partners 2013
The “Magic” Question
Source: Marketing Leadership Roundtable
Powerful curiosity
creating statement
based on in-depth
knowledge of the
customer followed by
“would you like to
learn more?”
“Definitely!”
Sales Rep Prospect

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Knowledgeable (Enough)
Source: Marketing Leadership Roundtable
The “Expert” Sales Rep
Critical Success Factors
1. Build credibility with good questions
2. Demonstrate expertise with knowledgeable answers
3. Teach the customer in every interaction
Sales Rep “Expert”

31. © Baron Strategic Partners 2013
Knowledgeable (Enough)
Source: Marketing Leadership Roundtable
Their Buying Process
Tool #1, 2, 3
Tool #4,5,6
Tool #7,8
Tool #9, 10
The “Expert” Sales Rep
Critical Success Factors
1. Build credibility with good questions
2. Demonstration expertise with knowledgeable answers
3. Teach the customer in every interaction
Sales Rep “Expert”

32. © Baron Strategic Partners 2013
Together Forever
Lead User
as an Advocate
Trade Show and
Conference Presentations
Awards and
Recognition
Trade Magazine
and Journals
Press Releases
Joint
PR Campaign
Us Lead
User

33. © Baron Strategic Partners 2013
Lead User
as an Advocate
Joint
PR Campaign
Us Lead
User
Together Forever

34. © Baron Strategic Partners 2013
Sale
Results
Sales to 9 out of the
top 10
semiconductor
companies
Editor’s Choice Product of the Year 2009
90% of Sales Reps Would
Recommend Sales Training

35. © Baron Strategic Partners 2013
A Sample of Some Questions to Ask Yourself
• What is your beta site/early adopter strategy?
• What is your process to develop a superior value proposition?
• How will you get consensus on your Magic Question?
• What is the most effective way to empower your sales team?
• What is the optimal approach to outsource your product
introduction to your customers?

36. © Baron Strategic Partners 2013
Who is Neil Baron?
• Over 20 years introducing new technologies globally
into risk averse markets
• Advisor to start-ups and Fortune 50
• Expert contributor- fastcompany.com
• Judge for HBS business plan contests
• Expert advisor- Harvard’s Commercializing
Science Program
• Guest lecturer at MIT, Babson, Ohio State etc
• Winner of R&D 100 award
• Youth sports coach & competitive tennis player

37. © Baron Strategic Partners 2013
Q&A
Moderator:
Therese Padilla, President, AIPMM
Presenter:
Neil Baron, Managing Director
Baron Strategic Partners
nbaron@baronstrategic.com
www.baronstrategic.com
617-365-3411

38. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
Teqcorner, McLean, VA July 22, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
Teqcorner, McLean, VA July 23-24, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
Teqcorner, McLean, VA July 25-26, 2013 Th, F 8:30 am – 5 pm
Contact Cynthia Petti, cynthia@280group.com for more information. Additional
certification prep courses are available in Austin, San Jose, Seattle, and London.

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Upcoming Courses
Course & Location Dates Time
CIL® Certification Prep Course & Exam
Kuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pm
CPM® Certification Prep Course & Exam
Dubai, UAE
Singapore
Kuala Lumpur, Malaysia
Amman, Jordan
May 19-23, 2013
May 27-29, 2013
Jun 3-4, 2013
Jun 17-18, 2013
8 am – 5pm
8 am – 5 pm
9 am – 6 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Dubai, UAE
Singapore
Amman, Jordan
May 26-30, 2013
May 30-Jun 1, 2013
Jun 19-20, 2013
8 am – 5 pm
8 am – 5 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

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For More Information About
• AIPMM membership benefits
• Certification courses near you
• How to prepare to take a certification exam
Hector Del Castillo, CPM, CPMM
Senior Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo

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Please Join Us Again!
AIPMM Webinar Series:
Effective Go To Market Strategies, Friday, Jun 7th, 12 pm ET
Accelerating Your Product Management Career, Friday, Jun 14th, 12 pm ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk:
http://www.blogtalkradio.com/prodmgmttalk
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