• Facebook
  • Youtube
  • LinkedIn
  • Contact Info
  • Chanimal University
  • The Cave
512-263-9618
Chanimal
  • Resources
    • Videos
    • Books & Magazines
    • White Papers & Articles
    • Reviews
    • Channel Software – PRM
    • Channel Research
    • Pricing & Margins
    • MarCom
      • PR
      • Advertising
      • Direct Mail
      • Copywriting
      • Trade Shows
      • Collateral
      • Internet
    • Channel Marketing
      • How to Create a Reseller Program
      • Reseller Kit
      • How to Recruit Resellers
      • Reseller Enablement
      • Reseller Training
      • Reseller Promotions
      • Channel Software
    • Sales
      • Channel Sales
      • Direct Sales
      • Sales Training
    • Alliances & OEM
    • Affiliate Program
    • Product Management
      • Research
      • Competitive Analysis
      • Product Positioning
      • Business Models
    • Marketing Plan
    • Finance Your Company
    • Human Resources
  • Consulting
  • Training
    • Certified Channel Management
    • Certified Channel Manager
    • Certified Channel Sales Manager
    • Certified Channel Marketing Manager
    • Electives
    • Channel Advisory Council
    • Current Promotions
  • Store
  • Forum
  • Blog
  • About Us
    • Contact Info
    • Management
    • Partner Program
    • Calendar – Main
    • Webinars & Events
    • Alliances
    • What’s New & Press
    • Job Board
    • Advisory Council Profile
    • Course Suggestions
  • Register
  • Search
  • Menu Menu

Launch Plans

You are here: Home1 / Resources2 / Product Management3 / Launch Plans

Product Launch Plans

Product Marketing Managers need to have launch plans to ensure that their product meets the revenue expectations that they projected when they received the approval to develop the product. In fact, it is a good check and balance to set up part of a PMM’s bonus, based on achieving the revenue goals that were projected for his or her product. This way, the PMM doesn’t over forecast potential sales of his project–just to get it approved (especially when it then costs him bonus money later).

Launch Plans

The way to ensure that products meet revenue is to include a launch plan. This includes all the deliverables (collateral, sales training materials, price list, internet pages, schedules to train sales, etc.), plus the promotional schedule. The PMM should work with the head of marketing communications (MarCom) to come up with a promotional plan.  It might include a press release, a press tour, sales and reseller training, a Webinar, advertisement, roadshows, and trade shows, special offers, etc.

The main thing is that the PMM must ensure that his product gets enough attention from the MarCom group, from sales, support and the reseller channel to meet his projected quota (especially critical if he must use a shared sales force and is competing with other product managers for product mind share). This also means that the PMM doesn’t go on vacation when the product comes out of development (I saw this happen once–the PMM obviously needed some direction)), but must drive it from concept to sales, from cradle to grave.

NEXT Page >


Resources on Product Launch

  • See the MarCom section for information about the promotional schedule.
  • See The Product Marketing Manager’s Handbook for Software for launch plan examples–Chanimal’s #1 Choice for High-Tech Marketing books
  • Videos
  • Books & Magazines
  • White Papers & Articles
  • Reviews
    • Product Mrkt Handbook
    • In Search of Stupidity
    • White Papers for Dummies
    • Media Buying Academy
    • Channel Wave PRM
  • Partner Relationship Management – PRM – Partner Portal
  • Channel Research & Surveys
  • Pricing & Margins
    • Reseller Margins
    • MAP Pricing
  • MarCom
    • PR
      • Target Audience
      • Editorial Schedule
      • Reviewer’s Guide
      • Press Releases – PR
      • White Papers
      • Case Studies
      • Crisis Management – PR
      • Media Training
      • Messaging
      • Tracking & ROI – PR
      • PR Q&A
      • Clipping Services
    • Advertising
      • Media Selection
      • Media Schedule
      • Media Buying
      • Ads That Sell – Guidelines
      • Ad Landing Page
      • Tracking & ROI – Ads
      • Display Ad Reviews
      • Media Resources
    • Direct Mail
    • Copywriting
    • Trade Shows
    • Collateral
    • Internet
  • Channel Marketing
    • How to Create a Reseller Program
    • Reseller Kit
    • How to Recruit Resellers
    • Reseller Enablement
    • Reseller Training
    • Reseller Promotions
    • Channel Software
  • Sales
    • Channel Sales
      • Wholesale Distributors
      • Reseller Database
      • Rep Firms
      • Reseller Agreements
      • International Resellers
    • Direct Sales
    • Sales Training
      • Pre-Approach
      • Prospecting
      • The Approach
      • Setting Appointments
      • The Setup
      • Presentation Skills
      • Personalized Demos
      • Demo Mechanics
      • Group Presentations
      • Proper Dress
      • 3rd Person
      • Price Savings Buildup
      • Closing Techniques
      • Keep It Closed – Buyer’s Remorse
      • More Closes
      • Overcome Objections
      • Sales Resources
      • Sales Management
  • Alliances & OEM
  • Affiliate Program
  • Product Management
    • Research
    • Qualitative Research
    • Quantitative Research
    • Research Plan
    • Research Resources
    • Business Intelligence
    • Competitive Analysis
    • Benchmarking
    • Business Models
    • Product Positioning
    • Market Requirements Document
    • Launch Plans
    • Counterstrikes
  • Marketing Plan
    • Executive Summary
    • Situational Analysis
    • Tactics
    • Marketing Mix
    • Product
    • Product Price
    • Placement
    • Promotions
    • Appendix
      • Appendix – Media Schedule
      • Projections
      • Budgets
      • Gantt Chart
      • Plan Template
    • Finance
      • Budgets ROI
      • Finance Ratios
      • Financing
  • Marketing Basics
    • Marketing Mix – 4 P’s
    • Strategic Planning
    • Tactical Plan
    • Marketing Plan Q&A
  • How To Finance Your Company
    • Finance Video Intro
    • Watch Finance Video
    • Biographies
    • Table of Content – Video
    • Video Q&A
    • Video Screens
    • Finance Video Resources
  • Human Resources
    • Organization
    • Job Titles
      • VP Marketing
      • VP Channel
      • Channel Sales Mgr – Retail
      • Channel Mgr – Retail
      • Channel Coordinator
      • Product Mgr
      • Research Mgr
      • Alliance Mgr
      • MarCom Mgr
      • Advertising Mgr
      • Graphics Designer
      • WebMaster
      • Coordinator
      • Marketing Intern
    • Compensation Plans
    • Management Training
      • Introduction & Policies
      • Situational Leadership
      • The Game of Work
      • One Minute Manager
      • Field Coaching & Model Call
      • Baseline Goal Setting
      • Emotional Bank Accounts
      • Motivation – Mgmt
      • Resources – Mgmt

Contact Info

Chanimal, Inc.
12109 Lake Stone Dr
Austin, TX 78738

512-263-9618
Click HERE to Email

Follow us on Facebook

Become a Certified Channel Manager ™

certified channel manager

NOTICE

As an Amazon Associate (affiliate), I link & earn from qualifying purchases.

© Chanimal™, Inc. 1994 - 2022 - all rights reserved
  • Facebook
  • Youtube
  • LinkedIn
  • Partner Program
  • Affiliate LOGIN
  • My Admin
  • Privacy Policy
  • The Cave
Scroll to top