New Survey Data About B2B Product Launches
Schneider Associates recently partnered with the Center for Business Innovation at Babson College to create the Schneider Business-to-Business Launch Survey.
It profiles the ten key lessons B2B companies can use to improve their odds for product launch success.
The report arrived at just the right time because I was in the middle of writing a newsletter for my client, Sequent Learning Networks, about product launches. (They do training for product managers.)
According to Sequent VP Lisa Hida, you can find lots of research, articles, etc., about ensuring product launch success, but very little is said about how to measure the success of a launch.
The Schneider data backs up Hida’s assertion. While 58% of survey respondents indicated they “established their success metrics before the launch took place,” 29% said they established metrics during the launch — definitely not a best practice, according to Hida.
Even worse, 13% said they did not set metrics until after the launch was over – and 6% said they never set any metrics at all. Wow!
You can find the survey here at the Schneider Associates website. (It’s a PDF.) Also be sure to check out Schneider’s Most Memorable Products list for 2007.
You can read Sequent’s article about product launch metrics by subscribing to the company’s newsletter. (I believe it goes out this week.)
About the author: Dianna Huff
A B2B web marketing expert, Dianna helps B2B companies grow through SEO, marketing writing, and social media. A frequent speaker, Dianna has been quoted in numerous blogs, books, and articles; her client list includes large and small B2B companies across the U.S. Follow her on Twitter @diannahuff. To receive her e-course on creating great B2B marketing content, subscribe to her newsletter, The MarCom Strategist.
January 16th, 2008 at 9:34 am
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