Product or service innovation underlies many companies’ growth efforts. They invest mightily in R&D, or recruit new talent capable of generating the next big idea. These investments sour if new offerings aren’t effectively presented to buyers, and this last step in the process of commercializing innovation proves the trickiest for many organizations.
In this keynote presentation, leading academic Thomas Steenburgh shares research from his recent Harvard Business Review article (with Michael Ahearne) on selling new-to-the-world products. The findings illuminate the practices of highly successful firms who approach selling new products by retooling sales process management, salesperson traits and behaviors, and sales support investments, while fostering a culture focused on organic growth.