550: Why most product launches fail and how to ensure yours succeeds – with Rebecca Shaddix

How product managers can master go-to-market strategies Watch on YouTube TLDR Most product launches fail not because the product is flawed, but because the launch strategy misses the mark. In this episode, product marketing expert Rebecca Shaddix shares a blueprint for go-to-market strategies that drive real impact. Discover why product and marketing must build launch plans together, how to create alignment through ongoing collaboration, and the pillars of an effective go-to-market framework, even in large or siloed organizations. Plus, learn why defining acceptable mistakes can spur faster, safer innovation, and how internal enablement and the Rolling Thunder launch approach create momentum that lasts. Introduction Let’s say you’ve built an incredible product. Your engineering team delivered exactly what you envisioned. The stakeholders are excited and you are feeling good. But guess what, 95% of product launches fail not because the product isn’t good enough, but because it wasn’t brought to market effectively. Let’s help with that by discussing the steps for creating go-to-market strategies that actually work. If you’ve ever watched a brilliant product struggle to find its audience, or felt that sinking feeling when marketing says they need “just a few more weeks” to figure out positioning, or witnessed the chaos that happens when product and marketing teams aren’t aligned, then this episode is for you.  Our guest, Rebecca Shaddix, knows a lot about creating go-to-market plans. She has built go-to-market strategies for some of the fastest-growing tech companies in the US. As Senior Director of Product Marketing at 15Five and founder of the award-winning consulting firm Strategica Partners, she’s helped launch complex products that went on to drive millions in revenue. She’s the former marketing director at GoGuardian—the fastest-growing education company in US history—and she’s been a contributor to Forbes for more than a decade.   Summary of Concepts Discussed for Product Managers * The Real Reason Most Launches Fail:95% of launches stumble due to poorly executed market communication, not underlying product issues. * Collaborative Go-To-Market Planning:The handoff between product and marketing is a recipe for confusion and missed opportunity. Instead, Rebecca recommends an ongoing, bidirectional process where insights are shared, teams are co-creators, and monthly (or more frequent) joint meetings ensure mutual investment and understanding. * Customer Advisory Boards:Minimize silos and increase trust and credibility across teams by creating cross-functional customer advisory boards. These boards amplify customer insights and bring users closer to product leaders—and to each other. * Acceptable Mistakes:Frame launches as controlled experiments. By agreeing upfront on specific, acceptable mistakes, teams can move faster, reduce anxiety, and tailor their efforts to the business’s top priorities. * Rebecca’s Four Pillars of Go-To-Market: * Market Insights & Research: Validate you’re building the right thing for the right people. * Positioning: Clarify theme and messaging before creative work or marketing begins. * Internal Enablement: Ensure every team has the right info (and only what they need) to do their job, and establish clear communication channels for post-launch feedback and problem-solving. * Product Launch – Rolling Thunder Approach: Continue to respond to customer fe...