How to Launch an Opinion Leader Solution
By Sudhakar Raman
Tactics
To accomplish our objectives, product definition and launch had to be a whole solution approach. We absolutely had to execute product development on time, but we also had to deliver a complete service solution so that our Taiwan teacher customer could demonstrate success and expand quickly. Our complete solution had to include comprehensive manufacturing process qualifications services for our customer to handle changes in new materials required for flip-chip. Product and part deliveries had to be on time, and we needed to provide on site inventory to quickly fix start-up problems.
We realized early on that it was critical to get cross-functional launch plan buy-in, including Company management. In past efforts everyone would nod, saying that it is the right thing to do, but later on you would find out that there was very little follow through. To address execution focus I got the support of the GM of the division, and called a meeting where every functional group was asked to say “yes, I own it” or “no”, literally. Guess what? Everyone said “yes.”
We formed a cross-functional product launch team which included an executive sponsor, technical/engineering, field sales, field service, field process support personnel, factory process engineers, service logistics personnel, manufacturing, project management, with the Product Manager being the leader of this team. A primary tool we developed was called “Solution Launch Deliverables” document. This document allowed us to track every aspect of complete solution development and delivery.
