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How can you involve sales in mitigating launch risks for a new product feature?

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Launching a new product feature can be exciting, but also risky. You want to deliver value to your customers, but you also want to avoid negative feedback, technical issues, or market confusion. How can you reduce the chances of encountering these problems and ensure a smooth launch? One way is to involve your sales team in the process. Here are some tips on how to do that.

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Maanas Bukkuri

VP, Product | Ex-AMEX, GUESS? | Product Leadership

1 Understand their needs

Your sales team is the front line of your customer interactions. They know what your customers want, need, and expect from your product. They also know what your competitors are offering, and how your product stands out. By talking to your sales team, you can understand their pain points, challenges, and goals. You can use this information to shape your feature development, prioritization, and messaging. You can also get their feedback on your feature ideas, prototypes, and beta versions.

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Maanas Bukkuri

VP, Product | Ex-AMEX, GUESS? | Product Leadership
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Treating your sales team as your key partner in launching the product is very important. Depending on how your organization operates, the more you can educate the sales team about the product, the closer they are to becoming product marketing managers. Historically, there's always been this tension between sales and product: the sales team always sells something that the product team ends up jerry-rigging together. But it doesn't have to be like that. The more you educate your sales team as a product manager, the more empowered they are to sell/market the product. Being on the ground with your sales team also helps you understand what the customer is looking for.

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Valds Stunza

Product and business executive manager. #OpenToWork
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Would also like to highlight that sales team more than anyone can advise you on aspects that will help them to sell the product. These aspects can be not so obvious, and sometimes not even important for the product. But easier sell process will benefit everyone.

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2 Align on the value proposition

Your sales team needs to be able to communicate the value of your new feature to your customers. They need to know how it solves their problems, how it differs from other solutions, and how it fits into your product vision. You can help them by creating a clear and compelling value proposition for your feature. This is a statement that summarizes the benefits, features, and target audience of your feature. You can also provide them with use cases, testimonials, and success stories that demonstrate the value of your feature in action.

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Valds Stunza

Product and business executive manager. #OpenToWork
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The “cold brief” and highlights will not boost your sales team performance. Spend some more time and efforts to make sure they do really understand what they sell.

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3 Train them on the feature

Your sales team needs to be confident and knowledgeable about your new feature. They need to be able to explain how it works, how to use it, and how to troubleshoot it. You can help them by providing them with training materials, such as videos, guides, FAQs, and cheat sheets. You can also organize training sessions, webinars, or demos where you can show them your feature and answer their questions. You can also ask them to practice using your feature and give you feedback on their experience.

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Valds Stunza

Product and business executive manager. #OpenToWork
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Your sales team are your first clients. Sell them the product you have made, and receive your first customer feedback for further improvement, or maybe even before launch update.

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4 Support them during the launch

Your sales team needs to be prepared and supported during the launch of your new feature. They need to know when the feature will be available, how to access it, and how to handle any issues that may arise. You can help them by creating a launch plan that outlines the timeline, milestones, and roles and responsibilities of your team and theirs. You can also provide them with launch materials, such as emails, landing pages, banners, and social media posts that they can use to promote your feature to your customers. You can also monitor the launch performance, collect feedback, and address any concerns or questions that they may have.

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5 Celebrate the success

Your sales team needs to feel appreciated and motivated for their efforts in launching your new feature. They need to see the results of their work, and how it impacts your customers and your business. You can help them by celebrating the success of your feature launch. You can share the metrics, feedback, and stories that show how your feature is performing, improving, and growing. You can also recognize and reward the sales team members who contributed the most, or who achieved the best outcomes. You can also thank them for their collaboration and support, and ask them for their suggestions on how to improve your future launches.

Launching a new product feature can be a challenging and rewarding process. By involving your sales team, you can reduce the risks and increase the chances of success. You can also build a stronger relationship with your sales team, and with your customers.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you involve sales in mitigating launch risks for a new product feature?

1

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3

4

5

6

1 Understand their needs

2 Align on the value proposition

3 Train them on the feature

4 Support them during the launch

5 Celebrate the success

6 Here’s what else to consider

Product Management

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How can you involve sales in mitigating launch risks for a new product feature?

1

2

3

4

5

6

1 Understand their needs

2 Align on the value proposition

3 Train them on the feature

4 Support them during the launch

5 Celebrate the success

6 Here’s what else to consider

Product Management

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