Adonica Thomas, MS, CPTD
Product Launch Enablement Framework
A technology client's product portfolio continued to expand, and so did its need for sellers to have access to timely and consistent learning and enablement materials to help them sell new products and features FAST!
Why?
Desired Impact
Provide a scalable, timely and consistent approach to product launch enablement across the company
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Veeam has experienced rapid growth over the last 10 years, with many resources allocated to the sales organization, but not many to the enablement function
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Enablement efforts in the past were limited to webinars and PowerPoint decks produced by Marketing
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In partnership with a colleague, we developed a multi-stage approach to product launch enablement, including a consistent Bill of Materials to be developed in partnership with Marketing
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This approach was designed to be executed with minimal resources and to be scalable given Veeam's rapid growth ​
Fill the gap of limited enablement and mature the ability of the organization to deliver high-quality launch enablement
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The framework has been leveraged over four product launches to-date, including a large "Tier 1" launch
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The process includes a standardized metrics strategy aligned with the Phillips ROI Methodology, templates to assist the team in scaling and collaborating and a standardized meeting and reporting structure
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Working together, resources across sales enablement and Marketing are able to play to their strengths and collaborate to produce enablement materials that are targeted to sellers and flexible enough to be changed at the last minute if needed
Tiering System Alignment
The Product Launch Enablement Framework aligns to Veeam's product launch tiering model. In this model, Veeam allocates more resources to Tier 1 launches vs. Tier 2 or 3.
