Considerations for a Successful B2B Product Launch

Across industries, product development entails all types of activities, from market research to testing and launch to market. Research tells us that with the product developed and ready for sale, many companies simply pass it along to sales and hope for the best. A recent study published by AcuPoll indicates that as many as 80 to 95 percent of B2B product launches fail, typically after being evaluated against metrics such as revenue achievement and profitablity goals. This paper explores the factors that contribute to product launch success and failure and offers practical advice for improving the efficacy of a B2B product launch.