Discovery Documents – For New Product Launches


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I can visualize folks in marketing cogitating over plans for a new product launch…
“Ok, let’s see… We have our checklist for our upcoming product launch:

– Website info – check!
– Down-loadable collateral – check!
– Competition comparison – check!
– SWOT analysis – check!
– Features and benefits – check!
– Press release – check!
– ROI calculator – check!
– Product overview presentation – check!
– Demo script – check!
– Field sales training presentation – check!
– …”

What’s missing from this list?

Discovery Documents – the list of questions and topics that sales and presales people need to perform adequate Discovery for these new products. Far too often these documents are either missing entirely – or are laughably light. I once saw a set of “qualification questions” that was limited to “Are you looking for a new ‘blank’ system?”

Discovery Documents that are useful for sales and presales people may need to include sets of questions around the following four basic areas:

o Who?
o How many?
o How often?
o Pain points?
o Workflow?
o Needs/requirements?
o Delta?
o When needed?
o Do nothing?
Critical Business Issues:
o Why?
o What’s driving this?
o Who’s driving this?

And that’s just a starting point…!

Discovery is often where sales are won (or lost). Equipping the field with strong Discovery Documents is an integral – and critical – piece of the new product launch.

Republished with author's permission from original post.

Peter Cohan
Have you ever seen a bad software demonstration? Peter Cohan is the founder and principal of Great Demo!, focused on helping software organizations improve the success rates of their demos. He authored Great Demo! - how to prepare and deliver surprisingly compelling software demonstrations. Peter has experience as an individual contributor, manager and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.


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