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How do we ensure adequate demand for our product launch?

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3 Answers
Launch Channels Launch Strategy
  1. Dave Daniels
    Dave Daniels

    BrainKraft Founder • 4y

    When a launch objective includes revenue, start there and work backwards. For a revenue example of $10M, I'd estimate the close rate of an average deal and the average deal size, and do the math. If I expect the close rate to be 20% I will need a pipeline of $50M. If the average deal is $50K I know I will need 200 deals.  If the math tells you the launch objective is unreasonable, change the launch objective.  The next step is to collaborate with colleagues in demand gen to develop the strategie ...Read More

    499 Views
  2. Teresa Haun
    Teresa Haun

    Zendesk Senior Director, Technology Marketing and Communications • 5y

    I think adequate demand for a launch comes down to ensuring all of the planned activities for the launch are actually enough to deliver what’s expected and needed for the business. Sounds like you might already have top-down targets for what the business needs to deliver on that launch, so now it’s about ensuring when you roll up a bottom-up forecast from all of the tactics planned, you think you’re in a good position to deliver what’s needed. You can create a bottom-up forecast for pipeline, bo ...Read More

    2,072 Views
  3. Rowan Noronha
    Rowan Noronha

    Clari Advisor (Product Marketing) • 5y

    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 get me wrong; we all need to grow our business with new logos sustainably, but don't do so at the expense of retaining customers, upselling customers, and cross-selling customers.  Driving a pipeline of ...Read More

    1,010 Views

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