How to Plan and Execute a Product Launch
Learning Objectives
After completing this unit, you’ll be able to:
- Describe a product launch.
- Identify what makes a product launch successful.
What Is a Product Launch?
A product launch is the announcement of a new product, of course—but it’s also a moment in time that drives a product forward. What makes a launch so important? Well, launches are an opportunity to tell a story about your product—not just its functionality, but the impact it will have. And if that story resonates, it can build trust and loyalty with your audience. What do trust and loyalty lead to? Increased awareness and, eventually, more sales.
Here at Salesforce we believe that product launches are more relevant than ever. They help cut through the noise, keep your products and company top of mind, and reach new customers. Since product launches can vary, let’s check out three of the most common types of launches.
Marketing launch. A marketing launch is also known as a soft launch and is typically used when introducing a brand-new product. While the product itself may be in a pilot stage, this is the time to really listen to how customers respond and what the market demands to form a compelling story.
GA launch. GA stands for generally available. This means your product is out there in the world, and now is the time to focus on how pilot customers have been using the product.
Solution launch. Solution launches are special because they provide continued momentum for your product. They give you a chance to target specific industries or lines of business with your product messaging. This is a great way to expand into new markets and test which solutions drive the overall sales of your product.
How Salesforce Launches Products
We have lots of products that provide value for lots of different types of businesses. Needless to say, we’re pretty familiar with product launches at Salesforce. And while we don’t claim to know everything about launches, we have found a few keys to success along the way. Here are some things you can do to boost your next launch.
Let the Goal Define the Message
Our message is entirely dependent on what we’re trying to achieve. For example, when entering a new market we may want to make a statement. Maybe we need to create momentum in an existing market. Or we need to showcase a new capability or feature in an industry we haven’t been in before. Either way, it’s essential to know the goal of the launch.
Stay Nimble
Even as we prepare to launch a product, the product itself may change. Which is why it’s important to keep closely connected to the people who know the product best. And we constantly adapt our message and stay open to feedback and changes. We all want to deliver products in a human way, and staying nimble helps achieve that.
Develop a Strong Point of View
We learn a lot about a particular industry, product, and features when preparing for a product launch. So what do we do with all that invaluable knowledge? Take what we know and let it be reflected in our launch! Customers recognize when we know our stuff and have a clear position—so it’s important to make it strong.
Connect the Dots
We focus on bringing people together cross functionally. When you connect people, you unify the ideas, knowledge, and skills that are needed to make a product launch successful. After all, it takes a lot of brain power to get it right. When we do it together, we do it better.
Be Willing to Change
Things can change quickly in the market, so it’s important to remember that moving slowly or becoming attached to ideas doesn’t serve the goal. We’re ready to pivot or drop entire concepts as soon as we realize we need to shift plans. Product launches are an iterative process, so evolving ideas is a good thing.
