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Isn’t launching
a product the product manager’s job? |
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Yes, one of a hundred jobs. Also, launches
often incorporate multiple products. Who coordinates the efforts
of multiple product managers? |
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How is this different
from PR? |
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PR is an important part of a launch. However,
a successful launch involves many more functions: marketing
communications, sales, support, etc. If any of those parts
fails in its role, your launch will not succeed. Also, PR
focuses on outbound coordination. You still need to coordinate
internal activities. |
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We are a large company.
We don’t need help launching our product. |
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Being large is no protection against mistakes.
In fact, broken processes often go undetected longer at large
companies. Just because a company can spend more money to
recover from its launch mistakes doesn’t mean that it
didn’t make the mistakes in the first place. |
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We are a small company.
We can’t afford help launching our product. |
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For a small company, the product launch is
a critical opportunity, and it’s even more important
to get the most out the resources you spend on the launch. |
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We have (Joe/Sally)
handle the launch. He/She knows everything that needs to be
done. |
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I feel sorry for Joe/Sally. How many times
a day does he/she have to deal with emergencies caused by
coworkers, who assume they don’t have any accountability
for the launch? A smart launch process prevents emergencies,
and lets Joe/Sally focus on real work. |
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Why you? |
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Because the person who would handle your launch
(choose one)
a) quit
b) was fired/laid off
c) has never worked at your company
d) is dealing with something else
e) is dealing with everything else
f) is venturing into new territory with this particular launch. |
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No, seriously. Why
you? |
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Nobody is born knowing how to launch products.
Over the years, the A2Z team has accumulated the particular
expertise and practice that can help you to cover all the
aspects of your launch efficiently. By focusing on delivering
this specific set of skills and experience, we enable you
to achieve the greatest possible impact in your product launches.
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