{"id":16004,"date":"2018-07-09T17:01:45","date_gmt":"2018-07-09T16:01:45","guid":{"rendered":"https:\/\/intercom.com\/blog\/?p=16004"},"modified":"2020-07-30T12:55:36","modified_gmt":"2020-07-30T11:55:36","slug":"sales-enablement-product-launch","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/sales-enablement-product-launch\/","title":{"rendered":"Launch to sell \u2013 leverage sales enablement to maximize product launches"},"content":{"rendered":"<p class=\"opening_paragraph\">Shipping product fast and often means more opportunities for the\u00a0<a href=\"https:\/\/www.intercom.com\/blog\/sales-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales team<\/a> to delight customers and engage with prospects. But your sales team needs a lot more than an email on launch day to maximize the opportunities that product launches present.<\/p>\n<p>Here at Intercom, Sales Enablement is responsible for ensuring sales reps have the skills and resources they need to <a href=\"https:\/\/www.intercom.com\/blog\/use-live-chat-product-launch\/\" target=\"_blank\" rel=\"noopener noreferrer\">capitalize on product launches<\/a>. Before sales enablement became an official function, our sales team didn\u2019t have a way to learn about features before they were shipped. That led to some awkward conversations where customers would tell us about what\u2019s new instead of the other way around! Today Sales Enablement acts as a filter for the massive streams of information that accompany launches and distills it to what reps need to know to sell the new feature effectively.<\/p>\n<p>The work of sales enablement begins as soon as the <a href=\"https:\/\/www.intercom.com\/blog\/how-sales-adds-value-to-a-product-roadmap\/\" target=\"_blank\" rel=\"noopener noreferrer\">product roadmap<\/a> is set. We partner with stakeholders in marketing and product to assess what\u2019s coming down the line and determine the best way for the sales team to get new features into the hands of customers and prospects. <strong>The goal is to make sure, through a robust, cross-functional approach, that the investment we make in our product pays off in the market.<\/strong> At a high level, our process looks like this:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/sales-enablement-strategy.png\" alt=\"sales enablement process for product launch\" \/><br \/>\nHaving recently led our sales enablement efforts for <a href=\"https:\/\/www.intercom.com\/blog\/messenger\" target=\"_blank\" rel=\"noopener noreferrer\">our new Messenger<\/a>, I\u2019ll use that launch to illustrate the exact steps I followed to set our sales team up for success.<\/p>\n<h2 id=\"1-assess-the-complexity-of-the-new-feature\">1. Assess the complexity of the new feature<\/h2>\n<p>It\u2019s important to look at new features from two perspectives, the reps\u2019 and the customers\u2019. The level of complexity associated with what\u2019s being launched is a leading factor in the sales enablement activities you do. To assess the complexity of our new Messenger, I asked the following questions:<\/p>\n<ul>\n<li>How different is the new Messenger from the old one?<\/li>\n<li>How different is it to what\u2019s available on the market?<\/li>\n<li>Does it introduce new concepts to customers or the market?<\/li>\n<li>Will our team need to sell it to a new audience?<\/li>\n<li>Will it add more steps to our <a href=\"https:\/\/www.intercom.com\/blog\/5-new-intercom-messenger-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\">customers\u2019 workflow<\/a>?<\/li>\n<li>Will it save customers time, money or both?<\/li>\n<\/ul>\n<p>For every launch, I use our sales and product teams as a sounding board. These are things they think about everyday. If their answers aren\u2019t clear, I get volunteers from the sales team to test the new features, watch how quickly they adopt it and track any questions they have. Their reactions are a good proxy for how the rest of the sales team and our customers will react.<\/p>\n<h2 id=\"2-determine-the-potential-opportunity-or-risk\">2. Determine the potential opportunity or risk<\/h2>\n<p>The upsides of some product launches are immediately apparent. If you\u2019re releasing a new product with its own <a href=\"https:\/\/www.intercom.com\/blog\/picking-your-pricing-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">pricing plan<\/a>, that\u2019s a clear opportunity to drive new business and upsell current customers. But there are other circumstances where a change might be received negatively. If you\u2019re retiring a feature or increasing your prices, customers might react by churning or contracting their accounts. Our goal in sales enablement is to give the sales team ample time and assistance to get ahead of any opportunities or risks.<\/p>\n<p>Upgrading to our new Messenger was free. On the face of it, that seemed to mitigate any risk but changing our core product meant a whole new experience for our customers and their customers. The imperative for the sales team was showing customers how <a href=\"https:\/\/www.intercom.com\/blog\/more-than-just-conversations-the-next-frontier-of-live-chat-for-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">our new Messenger added value<\/a> that wasn\u2019t there before and helping them get set up.<\/p>\n<h2 id=\"3-decide-on-your-sales-enablement-activities\">3. Decide on your sales enablement activities<\/h2>\n<p>Now that you\u2019ve assessed complexity and opportunity, you can make an informed decision about what your sales reps need to make the most out of the product launch. It may seem obvious but the more complex the product launch is and the bigger the risk or opportunity tied to it, the more training you should do. If a new feature is straightforward and frequently requested by customers, you won\u2019t need to do much training \u2014 everyone will easily understand it. Here are the activities I chose to do for our Messenger launch:<\/p>\n<ul>\n<li><strong>In-person sessions on messaging and competitive landscape:<\/strong> we\u2019ve found the social aspect of group sessions to be very impactful for getting reps trained. My advice is be selective which product launches you do this for because it takes reps away from selling.<\/li>\n<li><strong>Product walkthroughs for how to use the Messenger:<\/strong> it\u2019s important to show reps the end-to-end workflow for the new feature so they can explain it in sales conversations. I asked a product expert do this for our new Messenger because the walkthrough was quite involved.<\/li>\n<li><strong>Workshops with subject matter experts:<\/strong> because our new Messenger is substantially different from our old one, I asked internal experts like <a href=\"https:\/\/intercom.com\/blog\/author\/brian_donohue\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brian, our Director of Product Management,<\/a> to explain the value of the new features to our sales team.<\/li>\n<li><strong>Pitch decks and templates to use in sales conversations:<\/strong> giving reps the tools they need to talk about the new features is critical. For our Messenger launch, we created a deck with our core messaging that reps could customize for specific prospects.<\/li>\n<li><strong>Physical one-pagers for easy reference:<\/strong> a simple summary of what\u2019s launching is a great way to build enthusiasm on the day of. I printed them so they were within reach when reps were having their first conversations about the Messenger.<\/li>\n<li><strong>Internal communications plan to build excitement:<\/strong> when your company is moving quickly, there are a lot of things vying for reps\u2019 attention. A few well-timed emails about the value of forthcoming features can help reps get and stay excited for launch day.<\/li>\n<\/ul>\n<h2 id=\"4-create-and-execute-your-sales-enablement-plan\">4. Create and execute your sales enablement plan<\/h2>\n<p class=\"quote\">Preparing for a product launch is a deeply cross-functional process<\/p>\n<p>Preparing for a product launch is a deeply cross-functional process. There are lots of moving parts and work done in tandem. It\u2019s important stakeholders from marketing, product and sales are all speaking the same language and fully aware of each other&#8217;s goals early on. For big product launches, we work with <a href=\"https:\/\/www.intercom.com\/blog\/what-to-do-when-your-startup-needs-program-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">our Program Management team<\/a> to establish clear responsibilities for each stakeholder, set concrete milestones and maintain visibility into how each team is progressing.<\/p>\n<p>Once all your stakeholders are aligned, which is always easier said than done, you can start gathering information and executing on your sales enablement activities. I create one document that serves as the source of truth for product specs, <a href=\"https:\/\/www.intercom.com\/blog\/how-product-marketing-helps-build-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">product positioning<\/a> and sales assets. Here\u2019s a quick overview of the plan I created for the Messenger launch:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/sales-enablement-plan.png\" alt=\"sales enablement plan for Messenger product launch\" \/><br \/>\n<strong>Bonus: <a href=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/Template-Sales-enablement-plan-for-product-launches.docx\">Download this template to create your own sales enablement plan<\/a>.<\/strong><\/p>\n<h2 id=\"5-be-prepared-to-react-quickly-on-launch-day\">5. Be prepared to react quickly on launch day<\/h2>\n<p>On launch day, you need to be able to react to any problems or opportunities that arise. A successfully executed plan means nothing out of the ordinary happens. But as with all things in life, that\u2019s only sometimes the case. I monitor customer responses to messages in <a href=\"https:\/\/www.intercom.com\/blog\/inbox\" target=\"_blank\" rel=\"noopener noreferrer\">our sales team inbox<\/a> and ask our reps for ongoing feedback in a Slack channel to see how our product messaging is resonating. For bigger launches like the new Messenger, I also monitor our product, marketing and customer support channels in Slack. My aim is to spot issues, like negative reactions to our messaging or pricing, early so we can resolve them quickly.<\/p>\n<h2 id=\"6-measure-the-impact-of-the-product-launch\">6. Measure the impact of the product launch<\/h2>\n<p>There are two types of feedback we look for with product launches: feedback on the product and feedback on the training. I want to know, did our sales reps have the right resources and feel confident taking the new feature to market? How did prospects and customers respond?<\/p>\n<p>The best way I\u2019ve found to gather feedback is to survey the sales team two weeks after the launch. All of this information gets funneled into my process for the next launch and especially for big wins or learnings, shared with our stakeholders in Marketing and Product. Here\u2019s the survey I sent to sales reps after our Messenger launch:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/product-launch-sales-enablement-survey.png\" alt=\"sales enablement survey for new Messenger product launch\" \/><\/p>\n<hr \/>\n<p>Intercom\u2019s approach to sales enablement is constantly evolving as our team, product offerings and business grow. But what stays the same is our robust, cross-functional approach to product launches. For me it\u2019s critical that every stakeholder sees the value and effort we put in coming back out, whether it\u2019s as revenue, retention or customer happiness.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/starter-kits\/real-time-sales?utm_campaign=20180904-rtsg-launch&amp;utm_medium=cta&amp;utm_source=ii-blog&amp;utm_content=footer-graphic\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/08\/real-time-sales-CTA.png\" alt=\"Download The Beginner's Guide to Real-Time Sales\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product launches are great opportunities for sales reps to delight prospects and customers, but sending an email on launch day won&#8217;t cut it. Here&#8217;s how a robust sales enablement process maximizes product launches.<\/p>\n","protected":false},"author":329,"featured_media":16012,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[529,3198,3319,11178,586],"coauthors":[11179],"class_list":["post-16004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-product-launch","tag-saas-sales","tag-sales-advice","tag-sales-enablement","tag-sales-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sales Enablement: 6 Steps to Maximize Sales from Product Launch<\/title>\n<meta name=\"description\" content=\"Product launches mean more opportunities for your sales team to sell. 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