Product Launch Enablement at Sales Kickoff: $7.8M in New Business

At a glance

A marketing software firm with global offices and ARR in the hundreds of millions brings its entire team together in person once a year for training. The mission: prepare 170+ global sales professionals to sell a brand-new product in a brand-new market — within the limited in-person time of a week-long sales kickoff (SKO).

Challenges

• Sales readinessThe team needed the skills and resources to engage customers, handle objections, and close deals on an unfamiliar product.
• New marketA new market meant new customer needs, competitors, positioning, pricing, and processes.
• Best practicesSellers had to understand both customer best practices for the new product and the best practices in sales motions.

Solution

True Blue designed and delivered the launch enablement program:

• Deep target-market understanding and clear value-proposition communication
• Pre-launch activities, selling tools, and sales support built before SKO week
• Structured in-person enablement maximizing the limited kickoff time
• Ongoing analysis and improvement after launch

Benefits

1. Launch revenue$7.8M in new business within one year of the product launch.
2. Pipeline built fast296 new opportunities from a sales force selling something it had never sold before.
3. SKO time maximizedA week of in-person time converted into durable selling capability, not just a pep rally.
4. A repeatable playbookThe launch enablement structure became the template for future releases.