Launching new products in B2B is important – but also really hard. True commercial success is rare, and our findings point to 50% of B2B product launches delivering below expectations. Incredibly, the thing we spend the most time and money on is no more likely to succeed than a coin-flip.

With this publication, we aim to rectify that:

• We will dive into the common problems plaguing B2B product launches, backed by first-party data from decision-makers, and un- fold a new perspective on getting B2B product launches right.
• We will map a journey all the way from product making to driving quicker sales results in the market.
• We will introduce an entirely new paradigm to product launches “the campfire approach” that stands in opposition to the boom-and-burst model that is often deployed and often deliver lacklustre results.