AMA: Zix Former VP Product Marketing, Rowan Noronha on Product Launches
October 13 @ 10:00AM PST
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Zix Former VP Product Marketing, Rowan Noronha on Product Launches
Top Questions
Rowan Noronha
Clari Advisor (Product Marketing) • October 13
Ah, you are starting with the end in mind! I love it. Your launch plan should include a description of your metrics and a dashboard that you can use to gauge your launch progress and success. Rather than showcase a list of product launch metrics within your plan, allow your dashboard to "tell the......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
Thanks for the great question and for including the word discipline. Your b2b product launch needs to be approached in a disciplined manner as it represents significant financial and resource investment while prospectively contributing to your company's sustained growth. Stats from analysts a......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
Amen, not all product launches are created equal. Some, such as releases, require 1-3 months of effort; others, minor and major, require 6-9 months on average, respectively. Step 1 – Determine whether your launch is major, minor or a release. Establishing your launch tier will help correlate a......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
1/3 of new product launches do not meet their revenue targets. Why? Combination of poor co-planning by sales and marketing, aggressive competition, changing buyer trends, in addition to being overly optimistic. Listen, I'm not saying to be pessimistic or conservative, but be realistic with your l......Read More
1748 Views
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How do we get Sales more involved pre-launch to better the odds of our launch success?
We have a lot of stakeholders involved during our launch process. Sales is the most important, yet the least involved pre-launch.
Rowan Noronha
Clari Advisor (Product Marketing) • October 13
Executing a product launch without the full support of sales (pre & post-launch) is akin to going to a gunfight with a switch-blade. Not advisable! Much like a new sales play or campaign, if your front-line sales leaders haven't been brought into the pre-launch process and had their voice hear......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
The cost of selling to a prospect is (typically five to ten times) more significant than the cost of selling to an existing customer. To that end, why do most product launch teams concentrate the majority of their efforts on prospects versus the low-hanging fruit – current loyal customers? Don't ......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
For me, revenue team enablement, not just sales enablement, is a crucial program that product marketing should own, or at the very least, provide guidance and input. Revenue enablement for a launch encompasses enabling the sales, marketing, channel, customer success and leadership team. The s......Read More
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Rowan Noronha
Clari Advisor (Product Marketing) • October 13
As mentioned previously, stats from analysts and progressive GTM thought leaders such as OpenView Partners paint a grim picture for b2b product launches with 60%+ failing. Why? Well, in no particular order: * No set goals for your product launch. * Lack of adequate prep time – it takes 3-9 m......Read More
3263 Views
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