First impressions matter, especially when launching a new product, so product launches require significant preparation from sales teams and their first-line managers. Launch preparation comprises 3 phases: pre-launch, launch, and post-launch. Romar Learning Solutions explains a first-line manager’s role in pre-launch preparation:
Behaviors
When preparing for a launch, sales teams should be learning the background science of their product, learning all launch materials/messaging/strategy, analyzing their market data for targeting, and collaborating with matrix colleagues to yield the best launch results. However, without leadership from their manager, sales teams may not understand how to best apply new knowledge for a successful launch.
First-line managers should be helping to bridge the gap between new knowledge and campaign strategy/messaging by establishing the vision, aligning on expectations, learning background information, and developing a launch plan.
Vision to Coaching
Sales teams need a target! A good starting point for first-line managers is to meet with their sales teams to discuss and establish a vision. Teams will collaborate to connect marketing strategies to a challenging yet realistic vision.
Communication is key to any successful launch and is crucial to expectation alignment and cross-functional team member planning. Teams can’t act without first understanding what is expected of them. First-line managers should set high yet achievable expectations to guide sales teams’ day-to-day preparation efforts leading up to the launch.
As sales teams navigate learning new product information, first-line managers should offer specific preparation opportunities, such as one-on-one check-ins and study sessions, to enhance comprehension and retention.
As sales teams identify strong leads, first-line managers should review targeting and help the matrix teams develop a course of action for pursuing these accounts. Matrix teams may benefit from cross-functional account-planning sessions.
With thorough pre-launch preparation, first-line managers and teams are prepared to initiate a successful product launch. Stay tuned to learn more about the launch phase of Leadership Launch Excellence!
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