Product Launches Prove The Tech Vendor's Value, Not The Product's

Air Date: Monday, March 15, 2010

Cost: $250

Couldn't Attend This Teleconference?

You can still listen to or watch the teleconference at a time that's convenient for you. We offer the hourlong archived teleconferences in MP3 format (audio only) or in WebEx format (audio with PowerPoint slides). Choose the format that is convenient for you.

Presented By:

Who should attend: Technology Marketing professionals

Description:

In the technology industry, product launches are the moment that test the entire company. Product development, marketing, direct sales, channels, support, consulting — everyone is expected to be ready to execute. While the launch itself is important, the event is actually a showcase of the entire company's ability to deliver value to its customers.

In practice, product launches are much messier affairs than the previous statement might imply. For example, some customer-facing groups may not have had time to learn about the new product, creating a gap between when the company releases the product and when it's fully able to market, sell, and support it. Frequently, these vendors are disappointed with the launch's results — and may even be unclear about what results they expected in the first place.

This teleconference explores the common challenges with product launches and then discusses some of the best practices that product marketers and product managers have developed to overcome them.

Agenda:

• Goals for product launches
• Common challenges
• Best practices

Related Research:

Product Managers Are Working On The Wrong Things

by Tom Grant, Ph.D., July 18, 2008

Agile Product Management Makes Agile Technology Companies

by Tom Grant, Ph.D., October 7, 2008

Tech Product Management/Marketing Job And Department Profiler

by Tom Grant, Ph.D., October 1, 2009

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.