Pinkesh shah

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Pinkesh shah

  1. 1. LAUNCHING A NEWPRODUCT LINE IN A LARGE COMPANY Pinkesh Shah, CISSP CEO Adaptive Marketing 1
  2. 2. 5 lessons learned 1. External competition is not as big a factor as your own internal inertia 2. Develop a sales plan to sell to your sales guys 3. Leverage distinctive competency, find synergies 4. Find a carrier for your product – pull through effect is a key for your v1.0 5. Brilliant product strategy fails if not aligned with corporate strategy2
  3. 3. 1. Internal Inertia ¨ Larger companies means several “in flight” products. ¨ Productizing new idea doesn’t always mean new resources – compete internally ¨ ROI thresholds are higher (6- 7x)3
  4. 4. 2. Sell to sales ¨ Quota Relief (~25%) ¨ “specialized” Product line sales leaders ¨ In quarter promotions ¨ Channel incentives ¨ Get a few case studies4
  5. 5. 3. Find synergies ¨ Existing customer new Requirements needs is easier New ¨ Can you talk to Portfolio Diversify Expansion enough customers/prospects Requirements to validate? Existing Market Market ¨ Upsell is easier than Penetration Expansion green field sales Existing New Customers Customers5
  6. 6. 4. Find a carrier ¨ Product bundling ¨ Suite selling – create platinums ¨ Attractive upsell offerings ¨ Identify customer alignment or be ready to fail6
  7. 7. 5. Tie it to corporate strategy ¨ Diversification ¨ Higher ASP ¨ Moving up the buyer decision center (admin vs CIO) ¨ Emerging markets ¨ Thought leadership – crown jewel product7
  8. 8. Advantages ¨ Open the tap vs dig the well ¨ Quicker resources once proof point is demonstrated ¨ Chance at faster market leadership ¨ Higher risk tolerance Entrepreneurs : Growth :: Intrapreneurs Growth rate8
  9. 9. Email engage@adaptivemarketing.in “Adaptive marketing” Training schedule, resources/updates at www.adaptivemarketing.in9

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