The Launch Manager is not a part-time job
When it comes to launching a product or service, successful organizations have figured out that the Launch Manager needs to be a dedicated resource. Unfortunately this is not the case in many companies that make it part of someone’s existing job responsibilities and dilute the effectiveness of their primary role as well as that of Launch Manager.
Small organizations may feel they don’t have a choice in the matter due to resource constraints. However, this is a shortsighted view of a very important initiative. Customers don’t magically arrive at your doorstep as soon as the product is completed. Having a dedicated Launch Manager frees them to evaluate a wide range of options in order to maximize launch momentum and generate revenue quicker. A part-time resource just won’t have the bandwidth to cover all the bases.
On the other hand, an organization may not be able to justify a full-time resource on their payroll if they are launching one product (or new version) per year. In this case a trusted, outside resource that is accountable for the success of the launch should be considered.
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