TMNG Global Develops Product Launch Analysis Tools for a Leading Communications Service Provider

Challenge

A leading communications service provider’s regional product management groups were the primary conduit for the exchange of information between regional sales forces and the product management team at corporate headquarters. The regional product management groups were responsible for launching new products and supporting previously launched products within the region; while the product management team at headquarters managed product life cycles. The North Region Product Management team needed assistance to quickly develop product launch analysis tools and collaterals to support and improve sales efforts and called on TMNG Global to help.

TMNG Global Solution

Our first initiative for this project was the development of a re-launch package for the private line product line. This included a comprehensive product presentation, sales force training materials, sales collaterals to build sales force and customer awareness, and metrics to measure launch success.

Next, the TMNG Global team conducted competitive benchmarking research and best practices on new product development and launch. Our analysis deliverables included additional presentation materials and a business model to monitor and track new product launch success. This tool identified product launch success criteria and measured the product’s actual performance 30, 60, and 90 days after launch against those criteria. We also developed guidelines for process, collaboration, and organizational responsibility in connection with new product launches for the product management, operations, program management, sales, and executive teams.

Subsequently, TMNG Global revised the client’s sales collateral (tariffs, price guides, and product descriptions) and authored product descriptions. We also completed a competitive pricing analysis for the New England and Midwestern markets, which involved extensive work with FCC and PUC tariffs and other sources of competitive information.

Finally, our team developed a data product description, which added needed definition to a complex and often-misunderstood product line.

Benefits to the Client

The product launch success criteria are currently in use. Salespeople throughout the North Region are now using local services product guides with updated tariff and competitive information.

The benchmark document and the data product description were introduced to Headquarters, North, South and West Product Management and the North Region Sales Force. As the North Region’s Sales Force acquired more knowledge and confidence in connection with the product line, sales and customer satisfaction increased. This project also uncovered provisioning issues, which were adversely affecting sales and customer satisfaction.