For me, the preparation and build-up to a major product launch is one of the highlights of technology marketing. The sheer volume of effort that goes into a successful launch makes the launch project stand alone in our marketing craft.
The process starts with early visioneering sessions – a chaotic white-board soup of R&D schedules, customer requests,
market directions, competitive analysis, sales input, calendars, strategy, and healthy
dollops of both hope and optimism. What’s in? Out? Important or filler? When
can we release?
