Greg Long Chief Learning Architect Time to market is sometimes a misleading concept. Instead, think in terms of the time required to effectively penetrate a target market. A company’s salesforce is often the single-most important factor that determines the time between product launch and desired market penetration. To be effective at driving initial market penetration, the salesforce must first be knowledgeable, skilled, and ready to perform. Preparing for Peak Performance Traditional product launch programs rightly focus heavily on the motivational aspects of preparing the salesforce. Nonetheless, a motivated but poorly equipped salesforce will not be effective. Just as a salesforce is equipped with marketing materials, samples, and customer information, so too must representatives be equipped with the requisite knowledge and skills required to perform at peak levels. One study illustrated the importance of demonstrated peak performance by calculating the revenue impact by top, middle, and bottom performing sales representatives. The top representatives contributed to improved top-line performance by more than 50%, middle-tier performers had essentially no impact, while bottom-tier performers actually hurt the top line by 10%. Preparing the Salesforce Preparing the salesforce to perform at peak levels requires a thorough, proven approach starting with a performance analysis to choose the right training strategy followed by content development based on sound adult-learning principles. This combination of a performance focus and an understanding of adult learning is the key to improving revenue potential. The process starts well before the actual launch and is carried forward with purposeful postlaunch activities. Before the launch, training should focus on adding to the salesforce’s existing knowledge base. As launch time nears, training should progress to integrating the new knowledge into the job context using applied learning strategies such as role plays, simulations, and preceptorships (real or virtual). Launch training should not, however, end with the actual launch. Instead, the focus should shift to validating the learning assumptions against results and providing performance support. Postlaunch activities might include assessments of performance results, supplemental training modules, and mentoring programs. These activities should be focused on measuring actual performance results and providing quick response tools to bolster needed knowledge and skill areas as dictated by the postlaunch competitive landscape. Launching a new product is a significant business endeavor. Launching a new product without a salesforce fully equipped and ready to perform at peak levels adds unnecessary risk that can undermine the commercial success of the new product. The processes and tools required to develop a capable and ready salesforce have been tested and proven in many industries. Likewise, the negative impact of not adequately preparing the salesforce also is well documented. In today’s increasingly competitive business environment, the reward for a carefully planned and executed launch training strategy is clear. Accelera Corp., Baltimore, is a provider of learning solutions that accelerate the global adoption of advanced medical products. The company creates interactive e-learning, print-based, and blended solutions for medical health professions and for the broader life-sciences industry. For more information, visit accelera.com. A Proven Launch Training Strategy Stage Learning phase Purpose Typical learning tools Prelaunch Learn Build knowledge base with multiple media Web/CD, Print, Audio, Workshops Prelaunch Integrate Integrate new learning with job context Role plays, Simulations, Virtual preceptorships Launch Apply Focus on job performance Mentoring, Coaching, Practicum Postlaunch Validate Assess results Web-based assessments, Job evaluations Postlaunch Perform Improve performance Performance support systems, Coaching, Audio CD refreshers, Mentoring

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