The new service was 30% of the plan. It’s 4% of revenue.

When a launch stalls, the market usually gets the blame. More often the offer never reached a buyer at all, and the reason sits in the sales team's diary.

By Steve 5 min read
Abstract bridge artwork for The new service was 30% of the plan. It’s 4% of revenue.

A business adds a second offer. The board paper is careful: three-year ramp, a third of new revenue by year two, existing sales team as the channel because the relationships are already there and the marginal cost of selling is near zero. Eighteen months later the new offer is a rounding error. The conclusion drawn in the room is that the market didn’t want it. Sometimes that is true. Far more often, the offer was never put in front of enough buyers to know. The launch didn’t fail in the…

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