Sales Support

• Generate sales leads.  This is probably your #1 objective and should be treated front-and-center.
• Make sure potential customers have heard about your company/product when the salesperson knocks on the door. 

• Arm your sales people with the tools they need to sell your product (higher success ratio and shorter sales cycle).
  
• Make your lead customers the hero. 
Let your lead customers know that you appreciate them. (Lead Gen is separate section of book.)
  

VCs

• You're probably running low on cash at this point.   
A successful launch is an important proof point in your VC preparation.  It will also help VCs  return your phone calls if they've heard of you from your launch.

Partners

• Increase credibility, making it easier to work with partners.

Competitors

• Announce that you're the new kid on the block.   
Get in the face of competition and let them know you’re a serious contender.