How product managers can master go-to-market strategies

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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:
  1. Market Insights & Research: Validate you’re building the right thing for the right people.
  2. Positioning: Clarify theme and messaging before creative work or marketing begins.
  3. 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.
  4. Product Launch – Rolling Thunder Approach: Continue to respond to customer feedback and iterate after launch.
• Pre-Mortem and Post-Mortem Reviews:
  Use pre-launch (pre-mortem) meetings to predict risks and tripwires, and post-launch (post-mortem) retrospectives to reflect and continuously improve.

Useful Links

• Connect with Rebecca on LinkedIn
• Learn more about Strategica
• Read Rebecca’s Forbes article, “Why Every Strategy Needs An ‘Acceptable Mistake”
• Read Rebecca’s Forbes article, “How To Create Great Go-To-Market Strategy”

Innovation Quote

“Know your miss” – from playing disc golf

Application Questions

1. What communication or collaboration barriers exist between your product and marketing teams, and how could you break them down?
2. How do you currently gather and share customer insights? Could a customer advisory board improve your internal alignment or product decisions?
3. Have you ever explicitly discussed acceptable mistakes ahead of a launch, and how might that change your team’s willingness to experiment?
4. Of the four go-to-market pillars Rebecca describes, which is your organization strongest in, and which is most overlooked?
5. How could you apply the “Rolling Thunder” approach to an upcoming product or feature launch in your organization?

Bio

Rebecca Shaddix is a seasoned marketing executive and go-to-market strategist with a proven track record of driving significant revenue growth across various industries. With a unique background that combines deep technical expertise, data-driven marketing, and empathetic leadership, Rebecca has led high-growth companies in education, healthcare, and SaaS to impressive success. Her approach is rooted in a research background, allowing her to blend analytical thinking with creative marketing strategies.

As a Forbes contributor and recognized thought leader, Rebecca brings insights into the societal impacts of technology, particularly in areas such as AI’s role in solving global issues and fostering diversity in tech. Her ability to align technology-driven solutions with broader missions while driving substantial business results sets her apart in the marketing and leadership landscape.

Thanks!

Thank you for taking the journey to product mastery and learning with me from the successes and failures of product innovators, managers, and developers. If you enjoyed the discussion, help out a fellow product manager by sharing it using the social media buttons you see below.

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