I met Rebel Brown through our common friend Ardath Albee earlier this year. Rebel is a go-to-market strategist specializing in start ups, turnarounds and start-arounds in the high technology arena. Rebel is a regular contributor to our ClickInsights B2B Experts Interview Series and her new eBook focuses on Rolling Thunder - Powering Momentous Market Launches. Her new eBook discusses the following:

• The key phases of a Rolling Thunder launch and how to maximize each for your launch.
• The power of a whisper – and how to grow that whisper into a roar.
• Tips ‘n tricks for powering new levels of launch success – measured in revenue!

Rebel Brown

Blog Phoenix Rising Twitter RebelBrown

"Rolling Thunder builds momentum across time and markets"

Rebel Brown's Bio

Rebel Brown is go-to-market strategist and Spin Doctor specializing in start ups, turnarounds and start-arounds in the high technology arena. She has helped to define, position and launch over 75 individual products and companies since she began consulting 20 years ago. Her clients who are technology vendors and venture firms leverage her strategic marketing and go-to-market expertise. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. Her blog is Phoenix Rising and her business is PeopleWhoKnow.

Rebel Brown's Comments on Rolling Thunder - Powering Momentous Market Launches

More than 60% of companies rate their launches as less than successful.
That statistic continues to blow my mind. Market launches are one of the most important things we do in our businesses. They're certainly the lion's share of any marketing budget. Launches are also a huge drain on organizational resources; from product folks who create demos to marketing staff building materials, to executives as spokespeople to the sales resource we train and prep.

If 60% of companies are unhappy with their results, why do we keep doing the same things as part of our ‘proven’ launch process?

That's the reason I wrote Rolling Thunder, my latest e-book devoted to powering momentous market launches.  It’s time for a better way to approach launches.

When I started as a consultant over 20 years ago, my first area of focus was creating and executing market launches. Since then, I've launched over 100 companies and products. Rolling Thunder works, and I have the client evidence to prove it!

Traditional launches focus on the Big Ta-Da –single Lightning Bolt when we drop our press release and announce the availability of our whizbang new solution. Once the press release is out, we run like heck and start selling. How backwards is that?

Rolling Thunder is all about announcing success. Who can argue with that?  After all these years it seems so obvious to me. We wouldn't walk into a potential sales account, tell them everything about ourselves in one big gush and then expect them to a) remember us and every piece of our story or b)buy. So why would we expect a market launch to work that way?

Rolling Thunder builds momentum across time and markets.

• We create buzz and excitement that gets our audience wondering 'what's coming'.
• We gather supporting evidence of our success before we publicly announce, strengthening our sales and marketing efforts.
• We also work the 'kinks' out of our product, services, sales and marketing before we step into the limelight.
• We actually sell and support our new product with customers and partners – ahead of the launch.
• We work in the market to gather the momentum we need to successfully launch – and then we announce success.

With a Rolling Thunder launch, the true measure of success is revenue! The announcement is not the end of Rolling Thunder. It’s just the beginning! We create marketing and sales programs and have them ready to fuel our momentum and power sales. We don’t stop our launch efforts until the revenue is flowing as fast as possible. After all, that’s what it’s all about!

I’ve used Rolling Thunder approaches for startups and initial market launches, for mature companies with product updates and new products, for turnarounds and re-launches of a company and/or new products. The concepts can be applied to virtually any launch scenario.

Rolling Thunder launches deliver great results. Try one for yourself. Once the thunder rolls, my bet is you’ll never settle for a single lightning bolt again.

You can download Rebel's new eBook at Rolling Thunder - Powering Momentous Market Launches.