In Week 3 of the Product Launch 30 Day Plan you have enough information to assemble the team to finish the launch planning process. A launch team needs a broad perspective of your organization and of the market. For that reason you need a cross functional team (CFT).
Follow the links to Week 1 and Week 2 before continuing with Week 3.
Organize the Launch CFT
The purpose of a Cross-Functional Team is to provide the insight and expertise of many people. Insight and expertise that makes launch planning more thorough.
CFTs should have the smallest number of people needed to address the launch readiness gaps identified in Week 2 of the Product Launch 30 Day Plan. These are experts in their area of responsibility. They are capable of representing their functional area. They can make decisions and can offer recommendations based on how things work in their departments. The minimal group is the inner circle of the Launch CFT.
Use an outer circle of advisors to provide extra insight. They ensure small details outside the larger readiness gaps are not missed or forgotten.
The Launch CFT needs a leader. This leader drives the completion of the Launch Plan and the achievement of the Launch Goals.
Assign Readiness Plan Owners
The first order of business of the Launch CFT is to assign the work of creating readiness plans. There should be one readiness plan for each readiness gap identified in Week 2 of the Product Launch 30 Day Plan.
Each Launch CFT member has ownership of one or more readiness plans. They are the designated experts in their area of responsibility. They develop the plans to close the readiness gaps and put them into action.
Map the Buying Journey
Week 3 is a good time to document the Buying Process, the way buyers in market segments make a buying decision. For products with buying history, there is a body of knowledge to draw from. For new products, make assumptions about the buying process and adjust with market experience.
There are two important reasons to know the Buying Process.
First, it helps the Marcom team focus their efforts on the best return. They understand which buyers get involved in the Buying Process. They know when buyers get involved. And they know what buyers need to make a buying decision.
Second, it helps with Sales Channel Enablement. Knowledge of the buying dynamics helps the channel so they don’t have to thrash around in the market. It optimizes the channel’s efforts to close business rather than trial and error.
Identify Marketing Assets Gaps
It’s time to identify missing Marketing Assets after the Buying Process is known. A Marketing Asset is anything that helps a buyer make a buying decision. ‘Anything’ could mean content, video, reference, review, expertise, domain knowledge, reputation, demo, and presentation (not an exhaustive list).
Your goal is to identify what Marketing Assets are incomplete and what Marketing Assets are missing. Filling the Marketing Asset gaps ensures the shortest path to a buying decision. Incorporate your findings into your Readiness Gap planning process.
Reassess Product Launch Goals
Based on what you learn in Week 3 of the Product Launch 30 Day Plan, is it necessary to adjust your launch goals? Are they too aggressive? Are they too passive?
What are your product launch planning challenges? Let me know in the comments section below.
Week 1 – Product Launch 30 Day Plan
Week 2 – Product Launch 30 Day Plan
Update: Added related links and read more link
Update: Photo credit – Aaron Burden – instagram.com/aaronburden/