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Webcast: Developing Successful Go To Market Strategies

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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/
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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

Published in: Business

Webcast: Developing Successful Go To Market Strategies

  1. 1. © AIPMM 2013 www.aipmm.comAIPMM Webinar Serieswww.aipmm.com
  2. 2. © AIPMM 2013 www.aipmm.com
  3. 3. © AIPMM 2013 www.aipmm.comFounded 1998World’s largest professional association for productmanagement, product marketing and brand managementProvides professional development and certification• Certified Product Manager• Certified Product Marketing Manager• Agile Certified Product Manager• Certified Innovation Leader
  4. 4. © AIPMM 2013 www.aipmm.comAIPMM CertificationsAIPMM 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®)
  5. 5. © AIPMM 2013 www.aipmm.com• One 12-month premium membershipParticipate and Win!
  6. 6. © AIPMM 2013 www.aipmm.comAIPMM: @AIPMMTweet!
  7. 7. © AIPMM 2013 www.aipmm.comToday’s SpeakerModerator:Therese Padilla, President, AIPMMPresenter:Neil Baron, Managing DirectorBaron Strategic Partnersnbaron@baronstrategic.comwww.baronstrategic.com617-365-3411
  8. 8. © AIPMM 2013 www.aipmm.comFEATURED PRESENTATION
  9. 9. © Baron Strategic Partners 2013Developing SuccessfulGo-To-Market StrategiesNeil Baron, Managing DirectorBaron Strategic Partnersnbaron@baronstrategic.comwww.baronstrategic.com617-365-3411© Baron Strategic Partners 2013
  10. 10. © Baron Strategic Partners 2013Clayton ChristensenHarvard Business School30,000 new products will be launched this year.28,500 of them will fail (95%)
  11. 11. © Baron Strategic Partners 2013The New Product Valley of DeathWhere Great Ideas Go to DieDevelopmentCommercialSuccess• No need• Flawed product• Wrong market• Wrong channel• Ineffective ideation/R&D• Inability to deliver• Wrong metrics• Strategic misalignment
  12. 12. © Baron Strategic Partners 2013 12© 2010 Baron Strategic Partners60% of new products and services failures areprimarily due to lack of an effective go tomarket process.- Boston Consulting GroupCenter for Business Innovation at Babson College© Baron Strategic Partners 2013“Better Mousetraps” Do Not Equal Success
  13. 13. © Baron Strategic Partners 2013Solution:Customer-LedGo-to-Market Process
  14. 14. © Baron Strategic Partners 2013Market selection Beta programMarketsegmentationValuepropositionmessagingChannelselectionStrategic pricingSalesempowermentGoal alignmentProduct launch BudgetingOrganizationstructure andstaffingValue deliveryCompetitivepositioningCompensationGo-To-Market Strategy Components
  15. 15. © Baron Strategic Partners 2013Market selection Beta programMarketsegmentationValuepropositionmessagingChannelselectionStrategic pricingSalesempowermentGoal alignmentProduct launch BudgetingOrganizationstructure andstaffingValue deliveryCompetitivepositioningCompensationGo-To-Market Strategy Components
  16. 16. © Baron Strategic Partners 2013User-Led Product Launch PlanBringing A Game ChangingNew Chemical to Market
  17. 17. © Baron Strategic Partners 2013Deadly Materials Must be Cleaned Each Week4 hours of Hand ScrubbingIon Implanters Spray Paintthe Microcircuits on a Chip
  18. 18. © Baron Strategic Partners 2013Deadly Materials Must be Cleaned Each Week4 hours of Hand ScrubbingIon Implanters Spray Paintthe Microcircuits on a Chip
  19. 19. © Baron Strategic Partners 2013There has to bea better way
  20. 20. © Baron Strategic Partners 2013• 10 minutes 2x day automatically• Eliminate 4 hour weekly hand scrubbing• Increase time between maintenance to 4 weeks• Minimize toxic waste• 3 month paybackClean Ion Implanters Without Manual Scrubbing
  21. 21. © Baron Strategic Partners 2013“With such a clear value proposition and a dozen ongoingevaluations, why isAutoclean stuck in neutral?”Source: New Yorker, 2001Executive Committee Frustration
  22. 22. © Baron Strategic Partners 2013Bringing Products to LifeDespite Engineering Developing a Truly Innovative Product,They Faced a Number of Hurdles to Launch the Product EffectivelyLaunchTeamI.Convincing theMarket to Adopta New ProcessII.Communicating“Value,”Not “Features”III.DemonstratingExpertiseThrough SalesProductLaunch
  23. 23. © Baron Strategic Partners 2013Physical 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 °CNeHHAdvantages• 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 fluoridesof As, P, B, Si, W etc.Source: ATMIInsitu Clean Chemistry0.11101001000VaporPressure(Torr)1101009080706050403020100-10Temperature (C)Calculated Vapor Pressure of XeF2
  24. 24. © Baron Strategic Partners 2013Bringing Products to LifeSource: Marketing Leadership RoundtableLaunchTeamI.Convincing theMarket to Adopta New ProcessII.Communicating“Value,”Not “Features”III.DemonstratingExpertiseThrough SalesProductLaunch
  25. 25. © Baron Strategic Partners 2013User Led Product Launch PlanCollectRelevantCustomer DataDevelopProductMessagesEmpowerSales ChannelExecuteLaunchCampaigns
  26. 26. © Baron Strategic Partners 2013The Few, The Proud: The Beta SitesCriteria #1Criteria #2Criteria #3Criteria #4Beta Site A Beta Site B
  27. 27. © Baron Strategic Partners 2013Hypothesis-Based Value TestingStep 1IdentifyProductBenefitsBenefit A Benefit BStep 2Test toConfirmBenefitsStep 3ConfirmBenefitsBenefit B Benefit CBenefit A
  28. 28. © Baron Strategic Partners 2013Messages That MatterResults-Oriented Value Statement FilterFinal Message• Increase timebetweenmaintenanceperiodsFilter #1:Value,Not FeatureFilter #2:UniversalFilter #3:QuantifiablePotentialMessages“Segment-Specific”Value StatementsMolecularStructureEase ofMaintenance“Green”TechnologySource: Marketing Leadership Roundtable
  29. 29. © Baron Strategic Partners 2013The “Magic” QuestionSource: Marketing Leadership RoundtablePowerful curiositycreating statementbased on in-depthknowledge of thecustomer followed by“would you like tolearn more?”“Definitely!”Sales Rep Prospect
  30. 30. © Baron Strategic Partners 2013Knowledgeable (Enough)Source: Marketing Leadership RoundtableThe “Expert” Sales RepCritical Success Factors1. Build credibility with good questions2. Demonstrate expertise with knowledgeable answers3. Teach the customer in every interactionSales Rep “Expert”
  31. 31. © Baron Strategic Partners 2013Knowledgeable (Enough)Source: Marketing Leadership RoundtableTheir Buying ProcessTool #1, 2, 3Tool #4,5,6Tool #7,8Tool #9, 10The “Expert” Sales RepCritical Success Factors1. Build credibility with good questions2. Demonstration expertise with knowledgeable answers3. Teach the customer in every interactionSales Rep “Expert”
  32. 32. © Baron Strategic Partners 2013Together ForeverLead Useras an AdvocateTrade Show andConference PresentationsAwards andRecognitionTrade Magazineand JournalsPress ReleasesJointPR CampaignUs LeadUser
  33. 33. © Baron Strategic Partners 2013Lead Useras an AdvocateJointPR CampaignUs LeadUserTogether Forever
  34. 34. © Baron Strategic Partners 2013SaleResultsSales to 9 out of thetop 10semiconductorcompaniesEditor’s Choice Product of the Year 200990% of Sales Reps WouldRecommend Sales Training
  35. 35. © Baron Strategic Partners 2013A 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 productintroduction to your customers?
  36. 36. © Baron Strategic Partners 2013Who is Neil Baron?• Over 20 years introducing new technologies globallyinto risk averse markets• Advisor to start-ups and Fortune 50• Expert contributor- fastcompany.com• Judge for HBS business plan contests• Expert advisor- Harvard’s CommercializingScience Program• Guest lecturer at MIT, Babson, Ohio State etc• Winner of R&D 100 award• Youth sports coach & competitive tennis player
  37. 37. © Baron Strategic Partners 2013Q&AModerator:Therese Padilla, President, AIPMMPresenter:Neil Baron, Managing DirectorBaron Strategic Partnersnbaron@baronstrategic.comwww.baronstrategic.com617-365-3411
  38. 38. © AIPMM 2013 www.aipmm.comUpcoming CoursesCourse & Location Dates Days TimeACPM® Certification Prep Course & ExamTeqcorner, McLean, VA July 22, 2013 M 8:30 am – 5 pmCPM® Certification Prep Course & ExamTeqcorner, McLean, VA July 23-24, 2013 T, W 8:30 am – 5 pmCPMM® Certification Prep Course & ExamTeqcorner, McLean, VA July 25-26, 2013 Th, F 8:30 am – 5 pmContact Cynthia Petti, cynthia@280group.com for more information. Additionalcertification prep courses are available in Austin, San Jose, Seattle, and London.
  39. 39. © AIPMM 2013 www.aipmm.comUpcoming CoursesCourse & Location Dates TimeCIL® Certification Prep Course & ExamKuala Lumpur, Malaysia Jun 5-6, 2013 9 am – 6 pmCPM® Certification Prep Course & ExamDubai, UAESingaporeKuala Lumpur, MalaysiaAmman, JordanMay 19-23, 2013May 27-29, 2013Jun 3-4, 2013Jun 17-18, 20138 am – 5pm8 am – 5 pm9 am – 6 pm8 am – 5 pmCPMM® Certification Prep Course & ExamDubai, UAESingaporeAmman, JordanMay 26-30, 2013May 30-Jun 1, 2013Jun 19-20, 20138 am – 5 pm8 am – 5 pm8 am – 5 pmFollow the links provided to get more information regarding these courses.
  40. 40. © AIPMM 2013 www.aipmm.comFor More Information About• AIPMM membership benefits• Certification courses near you• How to prepare to take a certification examHector Del Castillo, CPM, CPMMSenior Product Innovation Consultanthmdelcastillo@aipmm.comlinkd.in/hdelcastillo
  41. 41. © AIPMM 2013 www.aipmm.comPlease Join Us Again!AIPMM Webinar Series:Effective Go To Market Strategies, Friday, Jun 7th, 12 pm ETAccelerating Your Product Management Career, Friday, Jun 14th, 12 pm EThttp://aipmm.com/aipmm_webinars/Global Product Management Talk:http://www.blogtalkradio.com/prodmgmttalkStay Informed!Newsletter: http://www.aipmm.com/subscribeLinkedIn: http://www.linkedin.com/company/aipmmMembership: http://www.aipmm.com/join.phpCertification: http://aipmm.com/html/certification/

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