Keep Your Eye on the Revenue

Do you think your market launch is 'final' once you drop the press release announcing your new product or company'? Wong.

Great launches continue for weeks or months after the press release. I usually have a minimum of a six month post-launch plan for any client, sometimes longer than that.

You're probably thinking, "Once it's public, it's public. What's left to do?"

First, let's reframe the meaning of launches. Launches have one goal - revenue. Getting all those press clippings won't pay your salary.

Launch momentum must power far past the press release to create awareness, excitement and credibility. Otherwise revenues will be slow, sales will grow disinterested and you'll just plain fail. No matter how cool the press clippings are.

Think about the launch day as a 'first date' with your audience. You wouldn't stop communicating after that first date would you?

So how do you drive to revenue? Here are some ideas:

• Sales momentum programs. Stay in touch with your sales force. Learn what they need to make them successful. Then deliver it and keep delivering until the revenue flows.

• Leverage your 3rd parties. Leverage customer, partner and other quotes and stories in ongoing communications with your audience. Run webinars, place customer articles, feature satisfied customers on your Home Page. Use that evidence to continue reinforcing your value and why your audience should pay attention.

• Keep communicating. Would you stop telling your family about your new baby? So do the same with your audience. Share your successes, your customers' applications, new evidence of value you uncover.  Continue to communicate. Just be careful. Don't sell, Do inform.

• Demonstrate your  success. So you told them your story. Hopefully you also gave them a roadmap for what to expect from your with regard to additional products, customer uptake, partner growth, revenue expectations and more. Go back and share when you meet those goals - check that box , show that you're successful. It's a great way to build credibility and keep the momentum going.

Regardless of how you choose to create your go-to-market strategy, how you execute your launch, how you drive momentum - there's one key to a great launch.

Keep your eye on the revenue. That's your true measure of success.