The Campfire Launch

Launching new products in B2B is important – but it’s 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.

Launches are hard because there are many stakeholders, often complex, technical solutions in large portfolios, diverse buyers and long go-to-markets, through your own sales, resellers, distributors, system integrators and more.

In this 160-page publication, we will:

• Dive into the common problems plaguing B2B product launches, backed by first-party data from decision-makers, and unfold a new perspective on getting B2B product launches right.
• Map a journey all the way from influencing product-making to driving quicker sales results in the market.
• 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 delivers lacklustre results