Can you predict launch success?

Why do some B2B launches deliver against their objectives while others fall short?

We surveyed 250 B2B technology launch leaders to understand the behaviours, decisions and organisational factors associated with launch success. The findings point to challenges that start long before launch day.

27% of B2B technology launches don’t meet their launch objectives. 34% of companies have no consistent launch process or only a basic process. And 57% cite clear positioning as a key influence on launch success.

But positioning is only part of the picture. Our research also looks at the role of customer and market understanding, internal alignment and ownership, sales readiness, launch planning and measurement in determining whether organisations are really ready to go to market.

At B2B Marketing Live 2026, Andrew Sinclair-Pearson will explore what the findings tell us about the factors that can influence launch success, and what organisations can do before going to market.

The best B2B launches are built long before launch day.

In this session, Andrew will share the findings from Torpedo’s research and reveal what businesses can do before going to market to improve their chances of success.

You’ll discover:

• The factors that have the greatest influence on B2B launch success
• Common launch challenges and how leading organisations overcome them
• The role of buyer understanding, positioning and sales readiness
• Why internal alignment can make or break launch performance
• How to identify launch risks before launch day

The session will also introduce Torpedo’s Launch Readiness Assessment, developed to help organisations understand their readiness and identify potential risks ahead of launch.

Session: The Science of Successful B2B Launches
Speaker: Torpedo’s CEO – Andrew Sinclair-Pearson
Event: B2B Marketing Live 2026
Dates: 18–19 November 2026
Location: ExCeL London
Stand: H22
Session date and time: Thursday 19 November 2026 | 11:10am–11:30am | Brandchella Theatre

Register for session updates.

Can’t make Andrew’s session in person? The Science of Successful B2B Launches.