Billions of dollars are spent annually to develop and refine products. A fraction of that effort is devoted to planning and delivering a successful product launch.
How can you state you had a successful product launch if the benchmark for success isn’t defined? If delivering a sales presentation, updating your website, and holding a two-hour sales enablement session is your definition of success, the bar is set low.
Fewer Than 10% of Organizations Have Defined Launch Objectives
In a BrainKraft survey of over 500 product professionals, it was learned that only 10% of organizations had defined launch objectives. Those claiming to have launch objectives cite their objectives as being vague and open-ended (e.g., “build a healthy pipeline”).
How can an organization believe a product launch was successful when the benchmarks for success were never defined? —Dave Daniels
You might ask, “Why is that such a big deal?”. A product launch is a coordinated effort designed to accelerate business objectives. Without launch objectives, it’s impossible to connect the success of a launch to business objectives. Momentum isn’t achieved, and opportunity is lost.
90% of Sales Professionals Believe They Aren’t Prepared to Support the Launch of a New Product
It wasn’t surprising to me that 90% of sales professionals believe they aren’t prepared to support the launch of a new product. They lack the market insight, the tools, the sales enablement, and the marketing efforts to be successful.
So much effort is put into getting a product out the door that other critical dimensions of launch readiness are overlooked.
So much effort is put into getting the product out the door that other critical dimensions of launch readiness are overlooked.
BrainKraft Meets the Challenge Head On
Training individuals on product launch skills is a good start toward product launch success, but mobilizing an effective team is when true launch success is realized. When the team follows a repeatable process, launch success scales.
One of the big things that is overlooked is the governance of a product launch. What is the methodology? How is the process managed? How are stakeholders updated? What collaboration toolset should we use?
A product launch is an organization’s most intense cross-functional initiative. Virtually every functional area is impacted in ways large and small.
I am thrilled to announce the BrainKraft Launch Readiness Accelerator for the Pragmatic Launch Class (my apologies for the long name; we want to be descriptive, and we want to make the lawyers less grumpy. I’ll use a shorter name from here on).
The BrainKraft Launch Readiness Accelerator for the Pragmatic Launch Class is a coaching engagement with a design objective of leaving every customer with the foundation of a launch process that is repeatable and reliable. It’s team-focused, with a team-focused outcome.
The Launch Readiness Accelerator picks up where the Pragmatic Launch class ends. Most notably, it’s a coaching engagement with a design goal of leaving every customer with the foundation of a launch process that is repeatable and reliable at scale. It’s team-focused, with a team-focused outcome.
The BrainKraft Connection to Pragmatic Launch
We are able to extend the value of the Pragmatic Launch class because we know a lot about it. I (Dave) was the original creator of the Pragmatic Launch class and structured every detail of it. Over ten years, I trained thousands of product managers, product marketing managers, marketing professionals, salespeople, product ops, and customer success professionals with that same launch class.
During that time, I learned that some customers wanted more help than the launch class delivered.
Defining the Launch Challenge
The unresolved problem for customers is they want assistance implementing a launch process based on the uniqueness of their business.
These companies are typically larger, more complex, and require more collaboration to get things done. They are companies that value processes at scale to ensure repeatability and reliability.
Key Benefits of the BrainKraft Launch Readiness Accelerator
Turn the principles from the Pragmatic Launch class into actionable team-based results
Implement methods and tools that are easy to understand and easy to use.
Apply contemporary ways to manage the complexity of a product launch by leveraging familiar tools
Supported by a methodology that confidently guides customers to establish a repeatable, reliable launch process.
Incorporate the governance needed to ensure consistent product launch planning and execution