10 Ways to Identify an Impending Product Launch Disaster

10 Ways to Identify an Impending Product Launch Disaster

Ø  There are no goals for the product launch

Launch goals are the cornerstone of a successful product launch, yet so many companies fail to establish them. All CEOs have an expectation of what success looks like, but often those expectations aren’t translated into goals understood by the people entrusted to plan and execute the launch.

Ø  The launch strategy is based on a set of deliverables from a launch "checklist"

A launch checklist is not a launch strategy. An effective product launch checklist is developed after establishing launch goals and then choosing the best strategy to support them. A launch checklist usually gets created after a botched launch.

Ø  The launch plan contains unrealistic timeframes and expectations

It's wise to evaluate the organization within the context of the product being launched to identify readiness gaps. Once identified, allow enough time to address the gaps before they develop into problems that negatively impact the launch.

Ø  Sales enablement training is based on product features

Sales enablement training is one of the most critical components of a successful launch. Unfortunately most training sessions are packed with information about the product with emphasis on the newest features.

Ø  Significant effort is spent creating collateral  for people who never read it

Ninety percent of sales tools are never used by sales people, yet marketing teams keep producing them. Break the cycle by focusing on a deep understanding of your buyers, then build sales tools to influence them through the buying process.

Ø  No single person is responsible for driving product launch results

A launch owner provides a single point of accountability ensuring product launch planning and execution have the high priority they deserve.

Assign the responsibility of achieving the launch goals to a launch owner, and provide them with the flexibility and resources to make it happen.

Ø  The launch plan is based on hunches, not market evidence

Hunches may be great for the casino but not for successful product launches. Hunches are based on "gut feeling" not market evidence, and are guesses. With an initiative as important as a product launch there is no room for guessing.

Ø  The launch plan mimics your competitor

An intimate knowledge of buyers and the buying process provides the best guidance for the most effective launch tactics.

Ø  Existing customers are not adequately considered in the launch plan

It’s staggering how many organizations fail to recognize the impact a new version of a product can have on existing customers. They get so focused on acquiring new customers they forget about existing customers who, if not properly nurtured through the migration, may feel compelled to evaluate competitive alternatives.

Ø  The launch team isn't a team

Product launch is a team sport involving a range of expertise. No single individual can possibly know all the details, especially in large organizations. This necessitates the creation of a cross-functional launch team, where individuals with unique perspectives and experience can contribute to a successful launch.