Every product launch is a countdown to liftoff. High stakes. High visibility. High chance of failure if systems aren’t in sync. Misaligned messaging, unready sellers, vaporware promises. There are endless ways to completely blow it.
In this episode, Melanie Marcus (Surescripts), Kevin Brooks (Surescripts), and John Hale (Consilio) join Drew to dig into what it takes to pull off a successful launch. They explain why alignment cannot be assumed, how preparation has to be disciplined and ongoing, and why CMOs need to surface tough truths before the market does. Marketing may set the pace, but lasting success only happens when the entire company rallies behind the story and delivers it together.
In this episode:
- Melanie shares how to stretch a brand into new markets without losing credibility
- Kevin explains the launch-tiering framework that keeps efforts focused and sales-ready
- John reveals why the secret weapon is “ours, not mine” and how humble listening drives alignment
Plus:
- How to avoid the vaporware trap that kills trust fast
- Why one sharp value prop beats a laundry list of features
- What leading indicators to track before revenue shows up
- Where the real magic happens once a launch hits the market floor
If you want to hear how CMOs line up a launch and deliver when it matters most, this one’s for you.