Product Launches: Driving Sales Adoption

January 1st, 2018

Summary

Traditional launch processes are flawed, focusing more on “big bangs” than steady reinforcement. The end goal of the sales enablement portion of a launch is for sales reps to feel confident and competent enough to meet with a buyer. A three-step approach of promotion, education, and engagement drives more reps to want to sell and provides ongoing ways to help them succeed.

For B2B portfolio marketers, one of the key challenges during a new product launch is attracting attention from the direct sales force. Sales reps might be skeptical, wondering if the new offering is going to help them sell more and reach quota faster than tried-and-true offerings. In this report, we share the three phases of the Forrester Sales Adoption Model, a continuous approach to driving sales awareness and mindshare for a new product or solution, and discuss best practices within each phase.

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