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Adaptive marketing - launching a new product in a large company


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Challenges and Best Practices in launching a new product line in a large company

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Adaptive marketing - launching a new product in a large company

  1. 1. Launching a new product line in a large company<br />Pinkesh Shah, CISSP<br />CEO Adaptive Marketing<br />1<br />
  2. 2. 5 lessons learned<br />2<br />External competition is not as big a factor as your own internal inertia<br />Develop a sales plan to sell to your sales guys<br />Leverage distinctive competency, find synergies<br />Find a carrier for your product – pull through effect is a key for your v1.0<br />Brilliant product strategy fails if not aligned with corporate strategy <br />
  3. 3. 1. Internal Inertia<br />3<br />Larger companies means several “in flight” products.<br />Productizing new idea doesn’t always mean new resources – compete internally<br />ROI thresholds are higher (6-7x)<br />
  4. 4. 2. Sell to sales<br />4<br />Quota Relief (~25%)<br />“specialized” Product line sales leaders<br />In quarter promotions<br />Channel incentives<br />Get a few case studies<br />
  5. 5. 3. Find synergies<br />5<br />Existing customer new needs is easier<br />Can you talk to enough customers/prospects to validate?<br />Upsell is easier than green field sales<br />New <br />Requirements<br />Existing<br />Requirements<br />Existing<br />Customers<br />New<br />Customers<br />
  6. 6. 4. Find a carrier<br />6<br />Product bundling<br />Suite selling – create platinums<br />Attractive upsell offerings<br />Identify customer alignment or be ready to fail<br />
  7. 7. 5. Tie it to corporate strategy<br />7<br />Diversification<br />Higher ASP<br />Moving up the buyer decision center (admin vs CIO)<br />Emerging markets<br />Thought leadership – crown jewel product<br />
  8. 8. Advantages<br />8<br />Open the tap vs dig the well<br />Quicker resources once proof point is demonstrated<br />Chance at faster market leadership<br />Higher risk tolerance<br />Entrepreneurs : Growth :: Intrapreneurs Growth rate<br />
  9. 9. 9<br />Email<br /> “Adaptive marketing”<br />Training schedule, resources/updates at<br />