Who is responsible for product launch results in your organization?

I recently conduct an informal poll using the LinkedIn polls feature. I asked one simple question:

“Who is responsible for product launch results in your organization?”

The operative word in the question is “results” so I was hopeful it would cause poll takers to stop and consider who really is accountable for achieving the launch goals. My statistics prof wouldn’t approve the results as being statistically significant given the sample size, but I’m going to run with it any way. Since each response can be tied to a LinkedIn profile, the poll includes some interesting ways of viewing the data. Note that due to rounding the percentage does not add up to 100%.

There was an even split between “Product Manager” and “Product Marketing Manager”. And there were 7% reporting “Other”. What struck me as interesting, but not surprising, was 15% reported “No One” was responsible for product launch results. Unfortunately, having “No One” responsible for launch results is all too common.


Who is responsible for product launch results in your organization?

Over in the Launch Clinic LinkedIn group there were a few responses in the News Discussion. My favorite was from Elisabeth Strenger, Director of Product Marketing at Dataupia.

In my experience, Marketing has been accountable for launch results both in terms of product uptake/adoption AND revenue. This has always caused a problem if Sales comp plans or territory plans were not tied to product launch. Usually marketing is banging on sales doors trying to get them to move the product that is strategic to revenue growth while sales is focused on bringing in the dollars regardless of where they come from. What I've done is try to bring things back into balance with incentives funded by Marketing.

Ich stimme mit Ihnen ueberein.  ;-) This is a big problem for larger organizations that have multiple products and a sales team that can sell whatever they want to make quota.



David Daniels

David Daniels


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