Intel/Altera: Launching to a New Buyer Audience

As best-in-class B2B companies shift their marketing approaches from product-focused to audience-centric, they must reengineer their launch planning processes. This includes not only identifying target buyers but also considering how the offering will be distributed, particularly if the route-to-market strategy includes channel partners. In addition, launch planning shouldn’t stop at commercial release; it should encompass post-launch activities to encourage adoption. In this case study, we describe how Altera developed a new launch planning process and successfully met campaign objectives.