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Avaya Gets IDC Gong For Product Launch |
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Written by Adam Gosling
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Thursday, 27 July 2006 |
IDC's CMO Advisory Practice has commended Avaya with an Award
for New Product Launch Processes. IDC is referring to the company's processes
used to launch new products in coordination with a global, multifunctional
team, including tracking launch performance to measure efficiency and
effectiveness.
The winners (Avaya and Autodesk wee both awarded) were
selected by the CMO Advisory research team based on marketing performance
effectiveness analysis from the IDC Tech Marketing Benchmarks Database, and
from nominations submitted by technology marketing vendors across the IT
industry.
"The new product launch process is an area where
process 'memory-loss' can lead to inefficiencies over periodic launch cycles. A
well-executed launch not only efficiently leverages marketing's resources, but
more importantly, it optimises the potential for a new product or solution to
achieve differentiation; a must in today's highly competitive market,"
said Michael Gerard, research director of IDC's CMO Advisory Practice.
"Autodesk and Avaya have demonstrated the systematic
application of processes that vendors across the tech marketing community
should consider adopting," he said.
The winning entry from Avaya provides an in-depth analysis
of how Avaya's marketing team has driven innovation into an existing new
product launch process. Their process includes a staged development cycle which
transitions from strategy development to execution, including collaboration and
coordination across multiple functions and geographies.
"We have developed a Responsible/Accountable/
Consulted/Informed (RACI) format to guide the execution of our launch process.
This clarifies the roles and responsibilities of the team, improves efficiency
and effectiveness of implementation, and better aligns our launches with the
needs of the market," said Sharon Troisi, Avaya's Global Launch Manager.
"As a result of the improved launch process, the team
has been able to increase pull-through for demand generation and enhance brand
awareness," Troisi said.
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