Groundbreaking products often fail to realise their full potential. This video shows why aligning innovation, marketing and sales early on helps companies communicate value clearly, shorten time to market and achieve stronger commercial results.

Why innovation intent gets lost
Many organisations struggle to translate step change innovations into successful customer adoption. When product development, marketing and sales work in isolation, the original purpose behind the innovation often disappears. This leads to slower market entry, weaker value messaging and customers who do not fully understand the benefits.

How to create commercial coherence
The video highlights a structured approach that brings innovation teams, marketers and sales specialists together to shape a clear value proposition. By defining customer value early and backing claims with solid evidence, companies strengthen their message and improve sales outcomes. This coordinated effort helps reduce time to market, increase win rates and secure pricing that reflects the product’s true potential.