Concept-to-Market

A new product, feature or price is made ready for the market, so that customers hear about it and the people selling it can answer for it. A run starts when a launch date is committed, when a feature reaches customers, when a pricing decision is approved, when sales names a gap it cannot close in a live deal, or when somebody reports a move by a competitor. The processes here settle what one product stands for and which claims it can make, coordinate a full launch across every channel, announce the smaller feature releases, move the published prices and every existing customer onto new terms, build the deck and the objection answers reps carry into a deal, rewrite the battlecards a competitor move has put in doubt, and recruit and train the partners who sell on the organization's behalf. What these runs have in common is a market date somebody outside marketing has already fixed, and that date sets every deadline inside them. A run finishes when the story is settled, the signed material is in the hands of the people who need it, every channel is carrying the announcement, and the first weeks have been reported.