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Our Position

Launch Team Blog

Michele Nichols

Recent Posts

How to Sell to Medical Device Companies

Opportunities and Challenges

For optics and other component manufacturers, medical devices represent a strong opportunity—especially for those who need to diversify their revenue base from DoD.

The US medical device market growth rate has slowed in recent years; it’s projected at 6.1% for 2017. There are several factors slowing growth and innovation in US healthcare, including:

  • The repeal and reform of the Affordable Care Act, and post-election uncertainty
  • Iterative product innovation to speed product launch, reduce FDA hurdles, and reduce risk
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Topics: Medical Device, Sales

Emerging Market Strategy: Market Positioning for UAV

Just back from SPIE’s Defense & Commercial Sensing (DCS) conference in Anaheim, and preparing for XPONENTIAL in Dallas next month, we’re noticing that the emerging drone market presents real promise as well as challenges.

The optics, photonics, and imaging exhibitors at SPIE DCS share a common challenge with XPONENTIAL’s component exhibitors—a great deal of unknowns in:

  • UAV adoption curve
  • UAV applications to invest in
  • Requirements
  • Regulatory environment
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Topics: Marketing Strategy, Positioning

Applying the 80/20 Strategy in Advanced Manufacturing


The 80/20 or Pareto principle is a long-standing business strategy that a lot of companies are applying right now to increase profit margin. Classic examples of the 80/20 rule include the burgeoning growth of American manufacturers such as Illinois Tool Works, which grew from $300M to $18B by applying the 80/20 business model. Books like The 80/20 Principle by Richard Koch made the best seller list, focusing the common Pareto Principle on highest margin work to create competitive advantage.

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Topics: Business Insights, Client Relations

Gaining Traction in Emerging Markets: 10 Keys to Early Sales

Marketing Strategies for UAV, LIDAR, and Emerging Automation Markets

AUVSI Xponential 2017, the conference for unmanned technologies, drones, and robotics will be held May 8-11 in Dallas, TX. This year’s conference will feature more than 650 exhibitors and more than 200 courses covering the future of unmanned systems in energy, defense, automotive, wireless communications, and other industries.

Exhibitors and attendees, from optoelectronic component manufacturers to lasers and system integrators, have many common questions:

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Topics: Business Insights, Marketing Strategy

How to Use Internal Communication to Avoid Common Product Launch Traps

New product launch is risky, even for established companies with a defined product development and product launch process. In our work with high tech B2B companies, we’ve noticed a few places where companies often stumble.

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Topics: Internal Communication, Product Launch

Photonics West 2017 Survey: Back to Trade Show Basics, Focus on Business Connections

It was all business at this year’s Photonics West. The atmosphere was more serious and disciplined, with companies laser-focused on achieving specific marketing and sales goals and getting the most out of their trade show strategy. Our annual survey provides a look at these companies’ lead generation and follow-up success—check out the results to benchmark your own trade show performance.

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Topics: Trade Show Strategy

Launch Team Inc. Establishes New Leadership Roles

Position changes reflect focus on coordinated marketing strategy


Launch Team Inc. is pleased to announce that three members of the team have taken on new roles within the company as it expands. Sarah Campagna has been named vice president of account services; Beth Shope, vice president of digital marketing; and Katie Steelman, content director.

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Topics: Company News, Careers

Photonics West 2017: Marketing Wins for Optics Companies

Our team had the honor to teach a course called “The New Sales Model” during this year’s Photonics West industry track. We shared sales and marketing “wins” from our clients in the industry and asked participants to do the same.

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Topics: Optics, Marketing Strategy

Beer & Blog: Data-Driven Decisions in B2B Sales, with Tom McManus

Tom McManus, CEO of KegWorks, has worked to build a global, multi-channel, multi-brand corporation committed to “everything in the bar except the alcohol,” including their Line Logic and Behind the Bar brands.

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Topics: Inbound Marketing, Marketing Metrics, Sales, Beer & Blog (interviews)

Photonics West 2017: Inbound Marketing for Optics Companies Q&A

Photonics West brings together more than 20,000 optics and photonics leaders from all over the world. SPIE’s industry track of courses is gaining momentum, and this year our team had the honor to teach “The New Sales Model.” There were some exceptional discussions among myself, Launch Team VP of Account Services Sarah Campagna, and sales and marketing professionals the industry. Couldn’t make the session? These attendee questions might provide some insight.

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Topics: Optics, Marketing Strategy, Sales