Rowan Noronha

Advisor (Product Marketing), Clari

Content

In your experience, what are some of the common product launch challenges or red flags that you see?

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

3208 Views

How do we get Sales more involved pre-launch to better the odds of our launch success?

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

2462 Views

What are the foundational steps to develop a repeatable and scalable launch discipline?

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

2196 Views

Considering not all launches are created equal, how do you distinguish between the different types of product launches?

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

1816 Views

Marketing invariably gets the blame if the product launch doesn't hit prescribed revenue targets. How should we in product marketing set our launch revenue targets and validate our sales team's forecasts?

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

1696 Views

How do you measure the success of a B2B product launch? or what is the best way to measure?

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

1669 Views

In our company, product marketing owns sales and company enablement. What can enablement do to ensure a successful product launch?

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

1468 Views

How do we ensure adequate demand for our product launch?

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