Does your company tend to focus all of its product launch energy on the product announcement and first trade show, and then wonder why, a year later, you missed your sales objectives, and early customers are now unhappy?
You can blame it all on not recognizing that a successful product launch is a process and not just an event.
In capital equipment, the product launch or market introduction process is a formal part of a new product program owned by the product management representative on the product development team. This process must address all of the steps necessary to define the product, price it, produce it, promote it, and equip the sales team to sell it. It’s a big task that requires formal planning, documentation, and communication. This guide shows you how.