When companies introduce new products there is a rushed effort to get the new solution to the market and train the field to take advantage of the wave of excitement that follows. This is perceived to be a one-time effort, with everything returning to normal once the hype subsides.
Traditional product introduction presumes that the product, sales pitch, insertion strategy, competitive data, and supporting content is done up front. However, initial content and processes are more like beta tests. Early messages and assumptions are typically off or simply wrong. Strong sales people figure this out in the field post launch, and the knowledge of how to adapt the sales processes accordingly grows naturally and slowly.
The old-school best practice was to manage and automate this process and consultants or product specialists would fly around the world for months, interviewing field personnel, customers, prospects, and external experts. They'd try to absorb information from the market, package it and re-educate the field. The capability for expert sales engagement is essential for capturing new markets as quickly as possible.
Momentum Technology Partners (MTP) sales and marketing execs have accomplished early and consistent sales engagement. This strategy has been the benchmark of our careers. Fortunately, sales and marketing teams can now utilize AI technology to do most of the heavy lifting for us, and with several added benefits. It can record and measure all sales interactions globally to learn what works and what doesn’t. Similarly, as prospects work through the sales process, AI based sales engagement can manage appropriate distribution of content at each stage and measure its effectiveness. Sales engagement becomes an embedded part of the whole process rather than a one-time event. The field is dynamic; constantly needing be measured, evaluated, and improved.
Well structured sales engagement serves an often critically overlooked problem -solutions grow stale over time. Suppliers tend to miss structural changes and when they become aware of them they ignore them. What they are really ignoring is a series of indicators that signal that the product may be losing elements of product/market fit, or signal that their solution may be a new or better fit for a different market. Sales engagement software can act as an early-warning mechanism, of sorts. Patterns of losses, where once there were wins, must be monitored and addressed with a thoughtful response. Many companies have been displaced due to failure to detect these market shifts. An example of this is the companies who ignored the use of public cloud or other managed service providers.
Building a sales engagement process is critical to an enterprises success beyond the initial hype. MTP executives carefully monitor processes and are experts in making changes and modifications for product success and longevity.