If you’ve seen as many launches as we have at Introworks, you begin to notice distinct patterns in the ones that go south. In fact, some of those patterns turn out to be so pervasive, we’ve given them names. The Babuplurft is one of them.
You may have never seen the word, but if you’ve done a few launches, chances are you’ve had one.
Go ahead, say it. Babuplurft.
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A Babuplurft launch behaves pretty much like it sounds. It goes in fits and starts. It jerks, sputters and splats.
It’s a launch where lack of alignment between teams leads to loss of momentum and ends up fizzling.
When should you suspect a Babuplurft is underway? Look for a pattern of missteps, disconnects, rework and lack of forward motion.
A Babuplurft is caused by a lack of teamwork, often originating with a misalignment between engineering and marketing. In the B2B world, this often happens because there’s an outdated perception that the job of marketing is simply to communicate to the outside world about the products engineering creates.
In that scenario, there’s typically a handoff from product development to marketing. It happens too close to launch. People aren’t on the same page. Confusion ensues, and things unravel.
The non-Babuplurft scenario: Cross-disciplinary teams—R&D, Sales, Marketing, etc.– collaborate in product development, moving together through a gated process to get buy-in at every milestone.
Alignment creates momentum, which powers successful trajectory at launch.