Envisica Inc.

In looking at our B2B (Business-to-Business) Product Launch portfolio over the last year, it seems that we are doing more and more Product ReLaunch projects. The polite reason for this is the initial product launch failed to meet the objectives. The candid reason is that the product 'crashed just outside the gate'.

Why do products fail to launch properly? There are many reasons, but the one we are seeing more often is failure to get the sales team on side before the launch.  The scenario goes something like this.

1. Spend a lot  of money developing the product
2. Spend a lot on money creating a cool marketing campaign
3. Ignore the sales team assuming they will read the engineering summaries or the marketing glossy
4. Wonder why the pipeline and sales revenue are not meeting objectives

In the B2B world, if you forget to get the sales professional up to speed on why they should sell the product, they may just decide to focus on the products they already know how to sell.

Which brings us back to our new growth area - Product ReLaunch.