The Lessons of Launch

Webinar Date: September 10, 2009

Webinar Time: 09:00 AM PDT

Register/Archive: [here]

Increasing the Success of New Product and Service Launches

Launching new products, services or segments is the lifeblood of growth for most organizations. Yet, studies show that only 1 in 10 new consumer products and 1 in 4 business-to-business products succeed.

Why do many companies struggle to achieve success with new products and services? Why does one company's great new product fail, only to have a competitor introduce a very similar product with great success?

This presentation will bring different expert perspectives to bear on critical ways to improve the launch process, from new idea generation and assessment to implementing superior go-to-market plans. Based on extensive research and over a decade of hands on experience launching dozens of new B2B and B2C products and services, this presentation will focus on the practical lessons companies can use to improve the success rate of their new product development and go-to-market processes.

Some of the issues to be explored include:

* What are the three biggest "gotcha's" of launching new products and services? What information should be included to inform and validate the new offering throughout the product development pipeline?
* How should the source of the innovation idea impact the new product development process? What are the critical questions you (and your colleagues) should ask yourself at each stage of the development and planning process to stay on track?
* What are the most common problems with current approaches to new product development? And how can you change them to improve success rates?
* Which tools and frameworks should you use to reduce risk and understand your market?
* How can companies improve the handoff from development to launch marketing and sales?
* What are some of the common marketing mistakes companies make at the time of launch?

This presentation will use case studies to illuminate concepts and offer practical frameworks for overcoming the challenges identified.

About the presenter: Mark Carr - Partner, CMG Partners

Mark works with clients to dramatically improve their business results through the development and implementation of innovative business and marketing strategies. He has over a decade of management and consulting experience in the Internet, consumer products, financial services, telecommunications, health care and publishing industries. Mark has co-authored a book and written numerous articles in leading publications including the Journal of Business Strategy, Financial Times of London, CFO Magazine, and Management Consultant International. Mark earned a BA from Oberlin College and an MBA from the Kenan-Flagler Business School (UNC-Chapel Hill).

Trackback Pings

TrackBack URL for this entry:
http://www.aipmm.com/cgi-bin/moveable/mt-tb.cgi/84