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A Launch Done Right

July 28, 2010

Your grandmother was right:  you get one chance to make a first impression.  But too many launches today are at best a missed opportunity—and at worst a rough start that needs to be overcome.  It’s easy to see how it happens:  the pressure from within (management) and from without (investors) is always there.  Maybe the product’s ready—often it’s not.  Which means that it’s tough to get reference accounts or favorable product reviews.

Which is why it was so refreshing to watch Nimble Storage—a Crowded Ocean client—pull off one of the most successful launches in recent memory.  The management team (and the Board) gave Marketing the room and resources to do it right.  Sales developed its early accounts.  And the product was rock solid.  Finally, Trainer Communications did a great job of cultivating the analysts and press and coordinating the launch event itself.

Check out the coverage and reception at

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