Schneider Associates study of B2B launch best practices
Schneider Associates conducted a study of B2B launch best practices in conjunction with the Center for Business Innovation at Babson College. We encourage you to read the paper in detail but I’ll summarize the findings.
- Create a documented launch process
- Set a separate launch budget
- Establish the launch budget early in the product development phase
- Keep your launch budget stable
- Determine launch performance measures before launch begins
- Measure the “right” success metrics
- Include the “right” external launch professionals
- Fight for bigger budgets
- Educate your sales force and other internal audiences
- Spend money on word-of-mouth campaigns rather than advertising
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