Summary
Many B2B organizations take a tactical approach to launch, focusing on a launch checklist rather than a strategic launch plan. To give offerings the best chance for success, portfolio marketers must determine the purpose and goals of a launch and which audiences to target before embarking on launch execution. Launches should be planned to achieve the maximum impact on target audiences to achieve the organization’s launch objectives and goals. In this report, we introduce the Forrester Strategic Launch Framework, which defines seven essential steps for a successful launch.
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