Podcast Summary: Marketing Operators Episode: E060: Go-To-Market Strategy: How 9-Figure Brands Plan, Execute, and Post-Mortem Product Launches
Release Date: May 20, 2025
Host/Authors: Connor Rolain, Connor MacDonald, Cody Plofker

Introduction

In Episode 60 of Marketing Operators, hosts Connor Rolain, Connor MacDonald, and Cody Plofker delve deep into the intricacies of go-to-market (GTM) strategies used by nine-figure brands. The episode explores the planning, execution, and post-launch analysis of product launches, offering listeners valuable insights into effective marketing operations.

Go-To-Market Strategy Defined

The conversation kicks off with a discussion on how different companies define and approach GTM strategies. Cody initiates the dialogue by highlighting the varying terminologies used across organizations.

Cody (05:53):
"At John's Road Beauty, we don't say go to market; we probably just say like product launch strategy, product launch campaign."

Sam adds that their process begins with a product calendar followed by strategic planning, emphasizing the importance of integrating product marketing early in the development process.

Sam (06:15):
"Getting marketing more involved in the product process from earlier stages has a lot of benefits. It can influence your GTM strategy and how you position the product."

The Role of Product Marketing

A significant portion of the episode focuses on the distinction between brand marketing and product marketing. Sam discusses the potential of establishing a dedicated product marketing function to bridge gaps between brand and product teams.

Sam (09:08):
"A product marketing person would have a better awareness of the product and the competitive landscape, something a brand marketer might not fully grasp."

Cody and Sam explore the responsibilities of product marketing, emphasizing the need for clear communication and cohesive messaging across all channels.

Workflow and Processes

The hosts compare their respective companies' workflows, detailing the steps from product inception to launch. Connor shares his company's two-step process involving "Product Prequel" and "Go To Market," which includes granular tasks like packaging design and SKU creation.

Connor (13:50):
"At our company, everything happens at a granular level. If we're launching a new color for a wallet, pen, and knife, the product prequel handles each SKU individually before aggregating them into a collective campaign."

Cody outlines his approach using ClickUp, emphasizing the importance of tiered launches (Tier 1 to Tier 4) based on the scope and commercial viability of each product.

Cody (14:34):
"Tier one campaigns require extensive preparation, with step one being the marketing summary delivered nine weeks before launch."

Project Management Operations (PMO)

Both teams stress the critical role of Project Management Operations (PMO) in ensuring seamless campaign execution. The conversation highlights how centralized PMO teams help manage cross-departmental tasks, maintain deadlines, and allow marketers to focus on strategic initiatives rather than logistical hurdles.

Connor (34:44):
"Having a solid PMO team has been one of the most important things we've done for our cross-functional campaigns. It lets marketers do what they do best without getting bogged down in project management tasks."

Sam echoes this sentiment, detailing how their PMO lead collaborates closely with teams to identify and resolve blockers efficiently.

Sam (44:55):
"Our PMO lead has built a system that streamlines the process, making sure all necessary tasks are accounted for and deadlines are met."

Post-Launch Post-Mortems

The importance of conducting post-launch analyses is another key topic. The hosts discuss how post-mortems help identify successes, areas for improvement, and actionable insights for future campaigns.

Cody (39:05):
"Our postmortems have been invaluable. For instance, after a challenging Q2, we identified underperformance in specific demographics on Meta and adjusted our strategies accordingly."

Sam shares his approach to post-mortems, incorporating both quantitative data and qualitative feedback to glean comprehensive insights.

Sam (40:01):
"We document wins, losses, and opportunities, referencing specific data points and customer feedback to inform our future strategies."

Leveraging Technology and Tools

The episode delves into the use of various tools to enhance GTM strategies. Both teams utilize platforms like ClickUp and Figma to organize their workflows, ensuring all stakeholders have access to up-to-date information.

Cody (48:20):
"Our Go To Market board in ClickUp serves as a single source of truth, linking all necessary documents and assets for any launch."

Sam (58:57):
"Having a centralized design toolkit has drastically improved our brand consistency across all channels, making collaboration with agencies seamless."

The Impact of AI on Marketing Operations

AI's role in automating and streamlining marketing tasks is a recurring theme. The hosts discuss how AI tools facilitate rapid copywriting, asset generation, and efficient campaign management.

Cody (79:05):
"I use AI to transform our marketing summaries into comprehensive copywriting documents in about 40 minutes, eliminating weeks of manual work."

Sam (73:06):
"By inputting our product briefs into AI tools, we can quickly generate detailed creative briefs and strategies, enhancing our efficiency and consistency."

Connor adds that AI not only speeds up processes but also ensures messaging cohesion across different channels.

Connor (72:24):
"With AI, we can generate multiple assets from a single image, maintaining a consistent visual and messaging strategy across all platforms."

Design Toolkits and Systems

Both teams emphasize the significance of design toolkits in maintaining brand consistency. These toolkits include standardized elements like color palettes, typography, and visual styles that designers can easily reference and implement.

Connor (76:24):
"Our design toolkit includes elements like our brand colors, headline lockups, and call-out badges, ensuring everything created aligns with our brand identity."

Sam (80:54):
"Developing a design system has allowed our designers to produce crisper, more on-brand visuals, especially when collaborating with external agencies."

Continuous Improvement and Feedback Loops

The discussion highlights the necessity of continuous improvement through regular feedback loops. By iterating on past campaigns and integrating new learnings, marketers can refine their strategies for better outcomes.

Cody (82:29):
"We need to recreate our executive product summaries periodically to incorporate new insights, ensuring our strategies remain effective and up-to-date."

Connor (83:11):
"We conduct retrospectives to understand what worked and what didn’t, then audit our messaging and tactics to enhance future campaigns."

Future Topics and Closing Remarks

As the episode winds down, the hosts propose exploring topics like performance reporting and the internal information exchange among marketing teams in future episodes. They also emphasize the importance of effective communication and centralized information repositories.

Cody (85:58):
"A good future episode could focus on the information we constantly seek from each other to enhance our GTM strategies."

Sam (86:02):
"Our experience with performance reports has provided valuable insights that could benefit our listeners."

The episode concludes with a light-hearted exchange about outfit coordination and a nod to the importance of Project Management Operations in marketing success.

Notable Quotes

• Cody (05:53):
  "At John's Road Beauty, we don't say go to market; we probably just say like product launch strategy, product launch campaign."

• Sam (09:08):
  "A product marketing person would have a better awareness of the product and the competitive landscape, something a brand marketer might not fully grasp."

• Conflict about Team Structures and Tiers:

  Cody (14:34):
  "Tier one campaigns require extensive preparation, with step one being the marketing summary delivered nine weeks before launch."

  Sam (20:08):
  "We use tiers based on revenue and scope, but determining the exact criteria is still a work in progress."

• On the Importance of PMO:

  Connor (34:44):
  "Having a solid PMO team has been one of the most important things we've done for our cross-functional campaigns."

  Sam (44:55):
  "Our PMO lead has built a system that streamlines the process, making sure all necessary tasks are accounted for and deadlines are met."

• AI in Marketing:

  Cody (79:05):
  "I use AI to transform our marketing summaries into comprehensive copywriting documents in about 40 minutes, eliminating weeks of manual work."

  Connor (72:24):
  "With AI, we can generate multiple assets from a single image, maintaining a consistent visual and messaging strategy across all platforms."

• Design Toolkits:

  Sam (80:54):
  "Developing a design system has allowed our designers to produce crisper, more on-brand visuals, especially when collaborating with external agencies."

Conclusion

Episode 60 of Marketing Operators offers an in-depth exploration of GTM strategies, emphasizing the need for clear communication, robust project management, and the strategic integration of AI tools. Through shared experiences and practical examples, the hosts provide a comprehensive guide for marketers aiming to refine their product launch processes and achieve cohesive, successful campaigns.

Sponsors Skipped: Motion, Rich Panel, Aftercell, Prescient, and North Beam advertisements were omitted from this summary as per the request.