Challenges and Best Practices in launching a new product line in a large company

1. Launching a new product line in a large company Pinkesh Shah, CISSP CEO Adaptive Marketing 1

2. 5 lessons learned 2 External competition is not as big a factor as your own internal inertia Develop a sales plan to sell to your sales guys Leverage distinctive competency, find synergies Find a carrier for your product – pull through effect is a key for your v1.0 Brilliant product strategy fails if not aligned with corporate strategy

3. 1. Internal Inertia 3 Larger companies means several “in flight” products. Productizing new idea doesn’t always mean new resources – compete internally ROI thresholds are higher (6-7x)

4. 2. Sell to sales 4 Quota Relief (~25%) “specialized” Product line sales leaders In quarter promotions Channel incentives Get a few case studies

5. 3. Find synergies 5 Existing customer new needs is easier Can you talk to enough customers/prospects to validate? Upsell is easier than green field sales New Requirements Existing Requirements Existing Customers New Customers

6. 4. Find a carrier 6 Product bundling Suite selling – create platinums Attractive upsell offerings Identify customer alignment or be ready to fail

7. 5. Tie it to corporate strategy 7 Diversification Higher ASP Moving up the buyer decision center (admin vs CIO) Emerging markets Thought leadership – crown jewel product

8. Advantages 8 Open the tap vs dig the well Quicker resources once proof point is demonstrated Chance at faster market leadership Higher risk tolerance Entrepreneurs : Growth :: Intrapreneurs Growth rate

9. 9 Email engage@adaptivemarketing.in “Adaptive marketing” Training schedule, resources/updates at www.adaptivemarketing.in