Alas, the stealth launch

A strong product launch is a great tool to start conversations with buyers. Unfortunately, many companies have perfected the stealth launch. What is a stealth launch? It's when your product is in the market, but no one knows it. Or perhaps you've done the "product rollout"--where you roll the product out the door and then slam it shut. Some companies prefer the development launch: The code compiled with no errors, so it's released to clients. Launch complete.

From Pragmatic Institute's Product Launch Essentials seminar, the goals of a product launch are to:

  • Create sales velocity
  • Generate awareness and leads that begin the conversation
  • Provide tools that help potential customers work through their buying cycles
  • Help salespeople provide the right information at the right time to help customers configure the right solution for their needs

The launch is not the end of the development process; it's the beginning of the sales process. It's the beginning of the conversation you'll have with buyers.

Read more on product launch success in David Daniel's product Launch ebook, "Is your product launch Doomed?"

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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