Top 10 Ways to Roll out New Products Successfully

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Top 10 Ways to Roll out New Products Successfully to your Field by
Kathleen Gogan at SVPMA Monthly Event January 2002

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Top 10 Ways to Roll out New Products Successfully

  1. 1. Top 10 Ways to Roll OutNew Products SuccessfullyKathy Gogan, VP Marketing
  2. 2. Why This Presentation?Recent Study of nearly 300 companies 93% of Marketing department responsible for product launches (89% control budget) 88% use multiple face-to-face meetings to rollout products 69% of companies spend >3 months to launch products (42% over 5 months) 66% of companies launch 5 or more products/year (45% - 10 or more)Source: Eloquent Market Survey, 2001 © 2002 Eloquent, Inc
  3. 3. Critical Issues Reducing Time to Market Communicating a consistent message to channels worldwide Ensuring the organization understands and assimilates new information Reducing product launch costsSource: Eloquent Market Survey, 2001 © 2002 Eloquent, Inc
  4. 4. Product Management Is this ConstantlyNeed New Launching Products You? Products Field Fire Drills © 2002 Eloquent, Inc
  5. 5. Why Does It Matter?Eroding Margins Less time New to sellinnovations More channels More, Increased Complex Competition Products © 2002 Eloquent, Inc
  6. 6. #10 Start Yesterday!
  7. 7. 10. Start Yesterday! Market Product Product Product Assess. Req’ts Dev’t Launch Today Market Assessment Product Req’ts Product Development Product Launch © 2002 Eloquent, Inc
  8. 8. 10. Start Yesterday!Develop the Launch Plan EarlyInclude rollout as part of the overall product development process – Building consensus on key messages – Leading indicator of market acceptance – Sales tools need lead time  White papers, demos – Technology, solution partners play a larger role today – Set expectations for budget early © 2002 Eloquent, Inc
  9. 9. #9 Leverage Cross-Functional Team Expertise
  10. 10. 9. Leverage Cross-Functional Team ExpertiseIt takes a village to raise a child or launch a product! Development Product marketing Sales (U.S., Int’l) Technical sales Strategic partners PR, MarCom Customers Support © 2002 Eloquent, Inc
  11. 11. 9. Leverage Cross-Functional Team Expertise Launch manager – Oversee process Subject Matter Experts – Author white papers, presentations, webcasts to ensure message consistency Sales management, “friends and family” analysts, customers and partners – Bullet-proof launch messages, content, and delivery prior to general release – Early indicator of product success in market Pre-define roles and responsibilities for all © 2002 Eloquent, Inc
  12. 12. #8 Get to the Point - Fast!
  13. 13. 8. Get to the Point – FastWhere’s the beef? Summarize key messages – Develop a meaningful theme for internal, external messages – No more than 3 key sub- messages – Repeat throughout the content (mnemonics) – Supporting sales tools should reinforce message © 2002 Eloquent, Inc
  14. 14. #7 One Size Doesn’t Fit All
  15. 15. 7. One Size Doesn’t Fit All Different needs for: – Domestic and international launches – Field sales, inside sales, channel partners, distributors, technical sales, service and support – 76% of companies tailor messages For each audience – Customize the message to what they care about – Tailor delivery with a blend of tools © 2002 Eloquent, Inc
  16. 16. Example Direct Support © 2002 Eloquent, Inc
  17. 17. #6 Go “Ugly” Early
  18. 18. 3. Go “Ugly” Early Continually improved versions 2.0, 2.1, 3.0 ,…. Make changes based on user feedback before “go live” Publish version 1.0 © 2002 Eloquent, Inc
  19. 19. #5 KIS – Keep It Simple
  20. 20. 6. KIS -- Keep It Simple for Users Tailor content to different learning styles – Searchable, prescriptive, – Text-based, rich media, virtual classrooms, live © 2002 Eloquent, Inc
  21. 21. Tools Used to Communicate “Fly-ins” Ad Hoc calls Conference calls Regional Interactive Demos Meetings High Webcasts Touch Intranet/ Portals Rich Media PPT Slide Deck .pdf broadcast Datasheets emailBased on info from Insight Technology, 2001 High2002 Tech Inc © – Eloquent, Convenience
  22. 22. 6. KIS – Keep It Simple for Users Tailor content to different learning styles – Searchable, prescriptive, – Text-based, rich media, virtual classrooms, live Create a comprehensive self-service launch information center – Accessible online and remote – Plan for peak usage, not average – Based on typical user desktop, no special requirements Don’t expect the field to learn a new process easily © 2002 Eloquent, Inc
  23. 23. © 2002 Eloquent, Inc
  24. 24. #4 KIS – Keep It Sane
  25. 25. 4. KIS – Keep It Sane for theLaunch TeamToday’s Launch Processes Challenges Fly-Ins & Road shows Teleconferences Phone Webinars Internal Marketing Web Sites Sales/Channel Virtual Classrooms Email LMSs Complex Process Delays in Selling Not Always Engaging Inconsistent Messages No Structured Feedback High Total Cost © 2002 Eloquent, Inc
  26. 26. 4. KIS – Keep It Sane for theLaunch TeamWhere Launches are Going Outbound Content Content Mktg/Ops/ Production Delivery Sales/Channel Training Follow-Up Results Measurement Inbound Outbound: Flexible, integrated, repeatable delivery Inbound: Tracking to improve effectiveness © 2002 Eloquent, Inc
  27. 27. #3 Learn From Your Experience
  28. 28. 3. Learn From Your ExperiencesLaunches --NOT an event – but a process.  Post Mortem  Planto refresh the content throughout the product life cycle  Monitor usage and feedback. Take actions. © 2002 Eloquent, Inc
  29. 29. Closing the Loop Sales Rep New Product ..and those that Training Score 100 can oceanfront Learning Delivering Results in Objective: 80% Successful Arizona complete Certification % New Customers with score of Business 75% or more Objective: 65% Closed New Customer 65 Close Rate Data shows training correlated with performance Data pinpoints individuals needing Other Issues Unprepared mgmt attention 30 Other competitive, 30 product issues? 75 100 © 2002 Eloquent, Inc
  30. 30. #2 Practice What You Preach
  31. 31. 2. Practice What You Preach Reinforce your own process. – Otherwise, you encourage ad hoc calls, fly-ins, etc…. Use the same communication tools, -- located in the same repository. – Continually refresh the info with new demos, updated competitive data, etc. – Make it easy for SMEs to update their own content. – Take actions based on the usage, performance, feedback information © 2002 Eloquent, Inc
  32. 32. #1 Promote Your Products Internally
  33. 33. 1. Promote Your Products Internally “Build it and they will come.” -Field of Dreams © 2002 Eloquent, Inc
  34. 34. 1. Promote Your Products Internally Special “Go-to-Market” Plans internally as well as externallyUse incentives as a way to entice attendees to participate Tracking/follow up - powerful tools to monitor performance and evaluate rep readiness © 2002 Eloquent, Inc
  35. 35. Top 10 Rules - Recap10. Start yesterday!9. Leverage cross-functional team expertise8. Get to the point – fast7. One size doesn’t fit all6. Go “ugly” early5. Keep it simple for users4. Keep it sane -- use integrated communications tools3. Learn from your experiences2. Practice what you preach1. Promote your new products internally © 2002 Eloquent, Inc
  36. 36. Questions?
  37. 37. Thank You!kgogan@eloquent.com 650-294-6563
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