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Launching
New Products
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What
is the cost of a poor product launch? Is it a slower sales
ramp-up that weakens revenue growth and cash flow? Is it
a higher cost of selling with poor lead flow, longer sales
cycles and lower sales productivity? Or, is it opportunity
forever lost and not merely delayed?
While
it is common to criticize weak product launches, there are
logical explanations for them. Sometimes it is a matter
of constrained budgets. Other times there is just not enough
of the right expertise on staff and too much on their plate.
And sometimes it is the result of a lack of understanding
among senior leadership about what is involved in the right
"launch" for their market and position.
Regardless,
taking new products and services to market requires expertise,
discipline, and creativity - especially in a world of tight
budgets. Our product launch services are designed to get
you the biggest bang for your launch buck. We can help from
strategic design and budgeting all the way through tactical
execution. We'll help you manage some or all of: |
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Market
testing, trials, and validation |
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Sales
tools, including brochures, product sheets, presentations,
email templates, pricing guides, case studies, white papers,
customer testimonials |
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Sales
training, including training materials and training delivery
for direct and partner channels |
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Operations
training, including customer service and all product delivery
and support teams |
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Media
relations, including press releases, media interviews, and
analyst interviews |
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Special
events, including trade show exhibits, sponsorships, customer
seminars, road shows, press events |
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Advertising,
including development and placement of print ads, web ads,
search engine ads, and email newsletters |
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Management
& measurement, including managing the project, measuring
its success, and adjusting the mix where appropriate |
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Whether
your company has invested $50,000 or $50 million into a
product, one thing is certain: the product will never achieve
its sales potential if the market does not know about it
or understand its value. The right product launch simply
maximizes the probability of commercial success.
Give
your new product or service the chance it deserves! Call
us or contact us for
a quick discussion of your needs and our potential fit.
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