Product Launch Signal Play

Overview

Product launches — both your competitor's and your target account's — create buying windows. A competitor launch makes your prospect curious about alternatives. A target account launch signals new initiatives and budget. This play has two mirror-image variants: competitive displacement triggered by competitor launches, and initiative alignment triggered by account launches.

Authoritative Foundations

• Force Management — Command of the Message — Build differentiation around required capabilities and proof, so the response to a launch is about outcomes, not features.
• Winning by Design — SPICED — Discovery framework — Situation, Pain, Impact, Critical Event, Decision; the launch creates a critical event to qualify around.
• Klue — Competitive battlecards — Update battlecards within days of a competitor launch so reps have approved talk tracks.

When to Use