Tag Archives: contracts

Launch a Product – Step 3: Sales Enablement

This is the third in a blog series on How to Launch a Product.  The first concerned defining the product, the second was about pricing and this post is all about Sales Enablement.

One of my favorite events every year is Sales Kick Off (SKO).  SKO provides a great forum for sales enablement but it should be happening throughout the year and certainly with every product or significant feature launch. Let’s explore the key elements for successful sales enablement.

  1. Image Source: http://www.sideraworks.com/social-business-and-a-culture-of-enablement/Use cases– this cannot be overstated. Product Management needs to provide Sales with scenarios or use cases where the product will solve a real business problem. These use cases need to be simple to understand and easy to remember. The use cases used in Sales Enablement do NOT have to be exhaustive as that would be difficult and too much for sales to digest. They need to be simple and educational. With a proper grounding in ways the product could be used, the Sales force is armed to go out in the marketplace and find similar instances or even more complex scenarios.  Product Management needs to provide Sales with simple examples so they stay engaged, pay attention and remember the products capabilities when they are in front of that sales opportunity.

Launch a Product – Step 1: Define it

Today starts a series of blogs on launching a product.  If you have heard me speak or been around me for 10 minutes, then you have heard me say thatdefine we recently launched 6 products in less than 3 years.  I talk about it so much because I am so proud of this organization for accomplishing such an awesome feat.  What does it take to launch a product? You have to define it.  That sounds pretty basic, huh?  Who would have a product that they couldn’t define?  But the devil is in the details and there are several ways that products need to be defined.  Let’s look at the nuances to better understand why this is harder than it looks.

Define for IT (Engineering)

You have to articulate each feature in detail so IT (Engineering) knows what to build.  This could be a prioritized list of 10-15 things or perhaps 100 small features.  The point is that Product and IT need to be on the same page as to the critical features, and what are the nice additions to be added, time and resources permitting.  But for product management, the product definition doesn’t end there.