The document provides 5 lessons learned from launching a new product line within a large company. The lessons are: 1) Overcoming internal inertia is a bigger challenge than external competition. 2) Develop a sales plan focused on selling the new product line internally to salespeople first. 3) Leverage existing competencies and find synergies with existing products and customers. 4) Find a "carrier" product to bundle the new product with to drive early sales. 5) Ensure the new product strategy aligns with the overall corporate strategy.

1. LAUNCHING A NEW
PRODUCT LINE IN A LARGE
COMPANY
Pinkesh Shah, CISSP
CEO Adaptive Marketing
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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
strategy
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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)
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4. 2. Sell to sales
¨ Quota Relief (~25%)
¨ “specialized” Product line
sales leaders
¨ In quarter promotions
¨ Channel incentives
¨ Get a few case studies
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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 Customers
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6. 4. Find a carrier
¨ Product bundling
¨ Suite selling – create
platinums
¨ Attractive upsell offerings
¨ Identify customer
alignment or be ready to
fail
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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 product
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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 rate
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9. Email engage@adaptivemarketing.in
“Adaptive marketing”
Training schedule, resources/updates
at www.adaptivemarketing.in
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