Feature Article

The Launch Boss
What it is, and why you may need one
by Mike Gospe

The role of "launch boss" is often misunderstood and this nebulous position provokes reactions that range from enthusiastic engagement to feared resentment. The difference depends on the position's stated—versus perceived—objectives. It can also depend on the chemistry of the person who holds it. The bottom line is that a successful launch boss can dramatically improve the results of any new product launch. Why then do so many teams struggle to make it work? This article explores the launch boss role and offers insight to two of the most vexing questions: 1) What is a launch boss and 2) When do you need one?

What Is a Launch Boss, Really?

If a launch were equated to building a house, the launch boss would be the architect. The team members are the contractors with specific areas of strategic and tactical expertise.

The launch boss oversees and coordinates the strategy, budget, and schedule of related marketing tactics associated with a major product launch. This person typically resides in product marketing or program marketing. It may be a director or VP in an organization or a senior individual contributor. The launch boss brings strategic insight, tactical coordination, and team leadership to driving a cross-functional team towards its goal.

Launch boss duties include:

• setting launch objectives and strategies,
• leading a structured cross-organizational team to synchronize priorities,
• identifying trouble spots, and
• assigning action items to resolve issues.

When Do You Need a Launch Boss?

Launches of new products typically require coordinated efforts from a wide range of people and departments. Whether or not you need a launch boss may be determined by your launch objectives and the breadth of the target audiences you want to reach.

Indicators that a launch boss may be appropriate include:

• You are introducing a major new product for the first time.
• You are introducing a product or service to a new market segment.
• You are introducing a new product or service that requires a new sales approach.
• You want to generate wide awareness in several target markets or geographies.
• The product or service has many components requiring tight integration between sales, customer support, professional services, education services, and marketing departments.

Success Factors of Effective Launch Bosses

Four key skills of effective launch bosses:

• They gain and maintain visibility for the team. Team players look to them to help resolve issues and get attention with top executives. Effective launch bosses remember to say “we” not “I.”
  
• They don’t micromanage. Launch bosses add value, not by dictating action, but by setting clear objectives and timelines. They always focus on the “big picture”, and don’t get caught in the weeds.
  
• They know when to delegate. Good launch bosses know a little about a lot of things. They make the most of the expertise of the team and are not afraid to let others lead. Delegation is the launch boss’ best tool. Involving others in the team increases their stake in the outcome and their participation and energy.
  
• They know when to disband the team. When the launch is over, the team is done. Sure, there are action items to be resolved, but the team has served its purpose. Celebrate the team’s achievement, thank them for their time and energy, then cut them loose. That way, next time you need them, they’ll be ready and willing to give you their best effort.

Launch teams may have as many as 50 individuals or as few as 5. Team members may include employees, contractors, and consultants. Because of the diversity of the team, the launch boss must be comfortable, in fact thrive, on the ambiguity that may exist regarding roles and responsibilities. Effective launch bosses recognize and define strategic and logistical problems early and mobilize the team to make timely, effective corrections.

KickStart Alliance offers a variety of resources for helping you architect and execute your product launch. Below are links to other product launch articles published by KickStart Alliance:

• The Seven Critical Success Factors for Launching and Driving a Successful Business. Excerpted from a White Paper by Mike Gospe
• Launching Solutions with Impact - Part #1 - KickStart Your Sales Momentum by Alison Chandless, KickStart Accelerator, March 2004
• Launching Solutions with Impact - Part #2 - Ready, Aim, Fire! and 10 Practical Launch Planning Tips by Mary Sullivan, KickStart Accelerator, April 2004

For these and other insights on leading effective teams and driving the product introduction process, please contact Mike Gospe at (650) 464-7662 or mikeg@kickstartall.com.