In this session I'll review the fundamentals for launching a B2B product following the phases of the BrainKraft Product Launch Process Framework, while adding some lessons learned. This is a great session if you're responsible for your first launch or if you need a quick refresher for planning your next one. 

In this session I'll show you how to document your competitors and evaluate the competitive landscape, which you can use  to refine your launch strategy. 

I will introduce two tools. The first is the Battle Card, which is used to document a single competitor. The second the the Competitor Comparison Matrix which is used to evaluate your competitive landscape. 

To have a successful launch requires a definition of success. In this session I'll show you how to define launch objectives with the Launch Objectives worksheet. 

I will cover four launch objectives: Win, Keep, Grow, and Steal. Within each objective I'll explore the obstacles that could prevent achieving a launch goal, the advantages to leverage, and the key progress indicators that demonstrate objective progress toward the goal. 

A common product launch challenge is managing cross-functional readiness. In this session I'll cover two launch tools from the BrainKraft Product Launch System: the Launch Readiness Canvas and the Launch Readiness Tracker by Functional Area. The Launch Readiness Canvas focuses on the capabilities of a single functional area. The Launch Readiness Tracker by Functional Area shows how to bring it all together for a week-by-week view of launch readiness progress.