Launching products is a risky venture. Marketing textbooks will tell you that the vast majority of product launches are unsuccessful, and history is littered with truly useful products that never lived up to their potential. Why?

Often, it’s because the proposition to the customer has been poorly crafted or communicated. Pricing, routes to market and promotion all play an equal role in creating a successful proposition, and getting those things right requires a sound understanding of the customer and the marketplace.

Cohesive professionals are very skilled at marketing technology products and propositions, from thinking and planning, through to programmes and implementation. Whether it’s a totally new product or a relaunch for a late-life ‘kicker’; given the stakes, it makes sense to seek a second opinion.