Why do some launches succeed while others fail?

Launching something important comes with a lot of pressure. But how do you know whether everything is really in place before you go to market?

To understand what makes organisations genuinely launch ready, we researched the experiences and approaches of 250 B2B technology launch leaders, looking at the factors that influence launch success and where gaps emerge.

What we found raises some important questions. 27% of B2B technology launches don’t meet their launch objectives, while 34% of companies have no consistent launch process or only a basic one. And 57% cite clear positioning as a key influence on launch success.

The research goes beyond what happens on launch day, looking at areas including customer and market understanding, positioning and differentiation, cross-functional alignment, sales enablement, launch planning and measurement.

So, how does your own launch approach compare?

We’re using the findings to develop our Launch Readiness Assessment, designed to help organisations identify potential gaps and risks before launch day.