Congratulations B2B Marcom leaders! You had a great 2011, filled with many achievements. You are now preparing to settle into 2012 and enjoy the fruits of your labors. Not so fast!I posted it before, and I'll post it again, "We expect that the competition will react to our market entry, and we want to leapfrog ourselves before they do."
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We hope to execute a Marcom strategy for a new product introduction in the early part of this year. We are in it to win it, and beating our competitors to the punch will be a big part of it. Our cards are still being held close, but as soon as we get approval, I hope to open the floodgates with a SEO optimized content plan.
Kalen Fitch
Engineering Manager
www.pcsridgway.com
blog.pcsridgway.com
Some things never change.
One "constant" is the fact that leaders show the followers the way, making it easier for followers to stay close - and even pass - the leader.
Another constant is complacency. It is pretty normal for us to get ahead, then relax. Human nature, I guess. But, when we're flat-footed and relaxed, we can easily be outperformed.
To me, the only way to stay ahead (once we get there) is to NEVER relax, to always work on outdoing ourselves, to anticipate potential competitive maneuvers and thwart them with proactive advancements. Done right, your unpredictable and powerful advances can serve to despirit your competition - often they stop trying to compete with you. THAT is cool!
Your new product introduction sounds exciting. NPIs are always so edgy, offering a wide range of outcomes (including confusing flops as well as amazing successes). Be sure to "always begin at the end". Put your NPI GOAL in writing, and have your entire team own that GOAL. Include metrics so you know and agree where you are aiming and how to measure your progress. Then, direct your resources toward that goal, always keeping your eyes on the ball.
Please keep me updated on your project. I really love this stuff! THANKS!