While organic growth is the top strategic priority of many CEOs, few firms conduct even rudimentary due diligence on the sales organization's ability to launch new products. Even fewer may be aware that launching new products--especially innovations truly new-to-the-world--requires a counterintuitive set of approaches sometimes at odds with selling a firm's core offering.
This workshop considers the crucial role played by sales forces in bringing new products to market, and examines how the most successful firms balance investments in new product launch across sales and marketing. Based on recent research, the session will explain why conventional new product selling approaches are ineffective; how to revamp the new product sales process; and how effective training programs can be created.
