Product launches often fail when sales and support teams aren't properly prepared to represent the new offering. These customer-facing teams need more than just basic product information. They need proper training and tools to confidently sell and support your product from day one.

To ensure a successful launch, readiness efforts should focus on building training programs, sales tools, and support resources well before release. Sales teams need clear value propositions, competitive comparison guides, answers to common customer objections, and demo environments to effectively show product benefits to prospects. Support teams need detailed product documentation, troubleshooting guides, and access to product experts to solve customer problems quickly. Both teams should practice real-world scenarios they'll face with customers.

Timing matters: start too late, and teams won't have enough time to learn; start too early, and details may be forgotten by launch. Typically, initial awareness sessions should begin 2–3 months before launch, with in-depth training happening 4–6 weeks before the product is available.^[1]