Category Archives: New Product Launch

Extraordinary products deserve extraordinary product launches

The new product launch to the sales team more closely resembles an escape plan than a product launch to develop market superiority. The investment in training the sales team to sell the new product is simply not commensurate with the importance of the new product. This omission constitutes a strategic missing link. Even an extraordinary new product will not sell itself beyond the early adopters. The sales team needs a comprehensive body of product knowledge and they need to fine-tune and adapt their sales skills to the customer requirements related to the new product. The more innovative the new product – the truer this proposition. Continue reading

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Sales–marketing chasm: time’s up

Marketing-Sales chasm. The costs of not fixing this are too high. Bridging the gap between Marketing and Sales needs to be a priority. Let’s take a look at four reasons why the collaboration of Marketing and Sales is worth management’s attention. This blog looks at 4 reasons why it’s worth management’s attention. Continue reading

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Product innovation – sales needs to join the game

As competition increases globally, companies must figure out how to be more innovative. According to McKinsey & Co, collaboration across groups – like Marketing, Sales, Operations, Engineering, R&D, and Procurement, is critical. It means the sales team should not only be concerned about how to sell value; they should contribute to how to design value. Continue reading

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The anatomy of new product failures

Sometimes the product design was fundamentally flawed. In others, the product concept was backed by poor market research. At times flaws in the product itself leads to failure. And in still others, it was just the timing was off. Yet, even when all these problems are addressed, and increasingly they are, failure remains the final result. One reason for the lack of success of new products is the failure to get the sales team to buy into the new product and teach them how to sell it. Continue reading

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Selling new products – 5 best practices for training your sales force

If your company is like most, you will launch more new products in the next five years than you did in the previous ten. These products will be expected to produce significant revenue and some may be “bet-the-company” entries to the market. Yet history tells a scary tale. This post shares 5 best practices for training your sales force when launching a new product. Continue reading

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Five techniques to bridge the marketing-sales chasm

Much has been written about the Marketing-Sales chasm. And, we’ve made contributions to that oft-told theme, too. That’s why I was struck by a post in the Forbes blog on how Marketing and Sales can gain alignment. Here are five techniques for bridging the Marketing-Sales chasm.
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Posted in Marketing-Sales Alignment, Marketing-Sales Chasm, New Product Launch, New Product Launch Training, Sales Best Practices, Sales Training, Sales Training Best Practices | Tagged , , , , , , ,

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Sales and marketing – at odds?

Steven Martin recently posted an interesting blog on HBR about the interface, or lack of, between Sales and Marketing – Why Sales and Marketing are at Odds – or Even War.

The article rightly makes the point that sales and marketing are like two trains in the night just passing by each other. Steve goes on to provide four worthwhile suggestions as to how that problem might be corrected.

As we recently noted in our blog: Great New Product Launches – An Opportunity in Waiting, this lack of an effective working relationship between Sales and Marketing is particularly telling when it comes to launching new products.
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Great new product launches – an opportunity in waiting

Most companies spend a “king’s ransom” in the design, development and marketing of new products. And, in some cases the new product has the potential to transform the fortunes of the company. All too often this potential is not realized. Lack of time and attention to doing a superior job in helping the sales team do what they can and need to do is one of reason for this gap in fortune. It is an avoidable problem – there is a body of knowledge about launching great new products to your sales team.
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