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Top 10 Ways to Roll Out New Products Successfully Kathy Gogan, VP Marketing Top 10 Ways to Roll Out New Products Successfully Kathy Gogan, VP Marketing

Why This Presentation? Recent Study of nearly 300 companies l 93% of Marketing department Why This Presentation? Recent Study of nearly 300 companies l 93% of Marketing department responsible for product launches (89% control budget) l 88% use multiple face-to-face meetings to rollout products l 69% of companies spend >3 months to launch products (42% over 5 months) l 66% of companies launch 5 or more products/year (45% - 10 or more) Source: Eloquent Market Survey, 2001 © 2002 Eloquent, Inc

Critical Issues l Reducing Time to Market l Communicating a consistent message to channels Critical Issues l Reducing Time to Market l Communicating a consistent message to channels worldwide l Ensuring the organization understands and assimilates new information l Reducing product launch costs Source: Eloquent Market Survey, 2001 © 2002 Eloquent, Inc

Product Management Need New Products Is this You? Field Fire Drills © 2002 Eloquent, Product Management Need New Products Is this You? Field Fire Drills © 2002 Eloquent, Inc Constantly Launching Products

Why Does It Matter? Eroding Margins New innovations More, Complex Products Less time to Why Does It Matter? Eroding Margins New innovations More, Complex Products Less time to sell More channels Increased Competition © 2002 Eloquent, Inc

#10 Start Yesterday! #10 Start Yesterday!

10. Start Yesterday! Market Assess. Product Req’ts Product Dev’t Today Market Assessment Product Req’ts 10. Start Yesterday! Market Assess. Product Req’ts Product Dev’t Today Market Assessment Product Req’ts Product Development Product Launch © 2002 Eloquent, Inc Product Launch

10. Start Yesterday! Develop the Launch Plan Early Include rollout as part of the 10. Start Yesterday! Develop the Launch Plan Early Include rollout as part of the overall product development process – Building consensus on key messages – Leading indicator of market acceptance – Sales tools need lead time l White papers, demos – Technology, solution partners play a larger role today – Set expectations for budget early © 2002 Eloquent, Inc

#9 Leverage Cross- Functional Team Expertise #9 Leverage Cross- Functional Team Expertise

9. Leverage Cross-Functional Team Expertise It takes a village to raise a child or 9. Leverage Cross-Functional Team Expertise It takes a village to raise a child or launch a product! l Development l Product marketing l Sales (U. S. , Int’l) l Technical sales l Strategic partners l PR, Mar. Com l Customers l Support © 2002 Eloquent, Inc

9. Leverage Cross-Functional Team Expertise l Launch manager – l Oversee process Subject Matter 9. Leverage Cross-Functional Team Expertise l Launch manager – l Oversee process Subject Matter Experts – Author white papers, presentations, webcasts to ensure message consistency l Sales management, “friends and family” analysts, customers and partners – Bullet-proof launch messages, content, and delivery prior to general release – Early indicator of product success in market l Pre-define roles and responsibilities for all © 2002 Eloquent, Inc

#8 Get to the Point - Fast! #8 Get to the Point - Fast!

8. Get to the Point – Fast Where’s the beef? l Summarize key messages 8. Get to the Point – Fast Where’s the beef? l Summarize key messages – Develop a meaningful theme for internal, external messages – No more than 3 key submessages – Repeat throughout the content (mnemonics) – Supporting sales tools should reinforce message © 2002 Eloquent, Inc

#7 One Size Doesn’t Fit All #7 One Size Doesn’t Fit All

7. One Size Doesn’t Fit All l Different needs for: – Domestic and international 7. One Size Doesn’t Fit All l Different needs for: – Domestic and international launches – Field sales, inside sales, channel partners, distributors, technical sales, service and support – 76% of companies tailor messages l For each audience – Customize the message to what they care about – Tailor delivery with a blend of tools © 2002 Eloquent, Inc

Example Direct Support © 2002 Eloquent, Inc Example Direct Support © 2002 Eloquent, Inc

#6 Go “Ugly” Early #6 Go “Ugly” Early

3. Go “Ugly” Early Continually improved versions 2. 0, 2. 1, 3. 0 , 3. Go “Ugly” Early Continually improved versions 2. 0, 2. 1, 3. 0 , …. Make changes based on user feedback before “go live” Publish version 1. 0 © 2002 Eloquent, Inc

#5 KIS – Keep It Simple #5 KIS – Keep It Simple

6. KIS -- Keep It Simple for Users l Tailor content to different learning 6. KIS -- Keep It Simple for Users l Tailor content to different learning styles – Searchable, prescriptive, – Text-based, rich media, virtual classrooms, live © 2002 Eloquent, Inc

Tools Used to Communicate “Fly-ins” Ad Hoc calls Conference calls High Touch Regional Meetings Tools Used to Communicate “Fly-ins” Ad Hoc calls Conference calls High Touch Regional Meetings Interactive Demos Webcasts PPT Slide Deck. pdf Datasheets Based on info from Insight Technology, 2001 Intranet/ Portals Rich Media broadcast email High 2002 Tech Convenience – Eloquent, Inc ©

6. KIS – Keep It Simple for Users l Tailor content to different learning 6. KIS – Keep It Simple for Users l Tailor content to different learning styles – Searchable, prescriptive, – Text-based, rich media, virtual classrooms, live l Create a comprehensive self-service launch information center – Accessible online and remote – Plan for peak usage, not average – Based on typical user desktop, no special requirements l Don’t expect the field to learn a new process easily © 2002 Eloquent, Inc

© 2002 Eloquent, Inc © 2002 Eloquent, Inc

#4 KIS – Keep It Sane #4 KIS – Keep It Sane

4. KIS – Keep It Sane for the Launch Team Today’s Launch Processes Challenges 4. KIS – Keep It Sane for the Launch Team Today’s Launch Processes Challenges Fly-Ins & Road shows Teleconferences Marketing Webinars Phone Internal Web Sites Virtual Classrooms Sales/Channel Email LMSs Complex Process Not Always Engaging No Structured Feedback © 2002 Eloquent, Inc Delays in Selling Inconsistent Messages High Total Cost

4. KIS – Keep It Sane for the Launch Team Where Launches are Going 4. KIS – Keep It Sane for the Launch Team Where Launches are Going Outbound Mktg/Ops/ Training Content Production Follow-Up Content Delivery Sales/Channel Results Measurement Inbound Outbound: Flexible, integrated, repeatable delivery Inbound: Tracking to improve effectiveness © 2002 Eloquent, Inc

#3 Learn From Your Experience #3 Learn From Your Experience

3. Learn From Your Experiences Launches --NOT an event – but a process. l 3. Learn From Your Experiences Launches --NOT an event – but a process. l Post Mortem l Plan to refresh the content throughout the product life cycle l Monitor usage and feedback. Take actions. © 2002 Eloquent, Inc

Closing the Loop Sales Rep New Product Training Score. . and those % New Closing the Loop Sales Rep New Product Training Score. . and those % New Customers Closed 100 65 that can Delivering oceanfront in Results Arizona Business Objective: 65% New Customer Close Rate Learning Objective: 80% Successful complete Certification with score of 75% or more Data shows training correlated with performance Data pinpoints individuals Other Issues needing mgmt 30 attention Unprepared Other competitive, 30 100 75 product issues? © 2002 Eloquent, Inc

#2 Practice What You Preach #2 Practice What You Preach

2. Practice What You Preach l Reinforce your own process. – Otherwise, you encourage 2. Practice What You Preach l Reinforce your own process. – Otherwise, you encourage ad hoc calls, fly-ins, etc…. l Use the same communication tools, -- located in the same repository. – Continually refresh the info with new demos, updated competitive data, etc. – Make it easy for SMEs to update their own content. – Take actions based on the usage, performance, feedback information © 2002 Eloquent, Inc

#1 Promote Your Products Internally #1 Promote Your Products Internally

1. Promote Your Products Internally “Build it and they will come. ” -Field of 1. Promote Your Products Internally “Build it and they will come. ” -Field of Dreams © 2002 Eloquent, Inc

1. Promote Your Products Internally Special “Go-to-Market” Plans internally as well as externally Use 1. Promote Your Products Internally Special “Go-to-Market” Plans internally as well as externally Use incentives as a way to entice attendees to participate Tracking/follow up - powerful tools to monitor performance and evaluate rep readiness © 2002 Eloquent, Inc

Top 10 Rules - Recap 10. Start yesterday! 9. Leverage cross-functional team expertise 8. Top 10 Rules - Recap 10. Start yesterday! 9. Leverage cross-functional team expertise 8. Get to the point – fast 7. One size doesn’t fit all 6. Go “ugly” early 5. Keep it simple for users 4. Keep it sane -- use integrated communications tools 3. Learn from your experiences 2. Practice what you preach 1. Promote your new products internally © 2002 Eloquent, Inc

Questions? Questions?

Thank You! kgogan@eloquent. com 650 -294 -6563 Thank You! kgogan@eloquent. com 650 -294 -6563