How to Bring New Products to Market

For founders, CEOs, and GTM leaders at small companies who need tactics, not theory. Here's everything you need to know about bringing new products to market, from someone who's spent 12+ years doing it.

• When should a startup hire a product marketing consultant? (And when to hire full-time) Earlier than you think. The warning signs it's time to bring in a product marketing consultant, and the signs you're ready for a full-time product marketer. (GTM Strategy, 9 min read)
• What to do if your product launch failed How to tell if a product launch actually failed, limit the damage while you diagnose, run a blameless post-mortem, and decide whether to relaunch, narrow, or stop. (Product Launches, 12 min read)
• How to build a go-to-market strategy for a self-serve SaaS product How product-led SaaS companies go to market: pick the highest-value ICP, map the growth loop, choose free vs trial by time to value, and add sales when usage says so. (GTM Strategy, 8 min read)
• How to prevent a failed product launch Most of what kills a product launch is knowable weeks ahead. How to run a pre-mortem, lock four decisions before planning, set go/no-go criteria, and test small before launch day. (Product Launches, 10 min read)
• How to build a product narrative to raise your next funding round A product narrative is one component of an investor deck, and it is the one that carries the argument. How to build it for investors: why now, traction as evidence, the market sequence, and the ask. (GTM Strategy, 9 min read)
• Questions to ask a go-to-market consultant before you hire one Everyone says yes to the experience question. These are the questions that surface judgment instead: how they'd diagnose your problem, what they'll actually hand you, and what you'll be doing yourself. (GTM Strategy, 9 min read)
• Why product launches fail (and how to catch it early) Running out of capital ends the company. Unvalidated demand is what emptied the account. The six failure modes, and the gut-check for each one. (Product Launches, 9 min read)
• Who can help me bring a new product to market, from positioning through launch? Whether you need a consultant, an agency, a fractional CMO, or a freelancer depends on two things: who owns your strategy, and what you can execute in house. (Product Launches, 9 min read)
• Product-led vs sales-led go-to-market: what's the difference for SaaS? Product-led vs sales-led go-to-market compared: how acquisition, pricing, and metrics differ, the hybrid most SaaS teams run, and how to choose. (GTM Strategy, 8 min read)
• How to build a go-to-market strategy if you have zero customers You don't write the strategy first. Your first ten customers write it for you. A five-step process for going to market before you have anyone paying you. (GTM Strategy, 14 min read)
• Should you hire a boutique  consultant vs a big GTM agency for a startup launch A consultant owns the decisions, an agency owns the throughput. How to figure out which half of the work you're missing, what each one costs, and the sequence that keeps you from burning launch budget on the wrong one. (GTM Strategy, 10 min read)
• How to make your product stand out when you sound just like every competitor If your messaging could be pasted onto a competitor's site and still make sense, you haven't positioned. You've described. The two traps that cause it, and how to find the use case that wins. (Positioning & Messaging, 6 min read)
• How to build a go-to-market strategy for a consumer mobile app Most consumer app launches win the download and lose the user by day seven. How to build a launch strategy around retention instead of installs. (Product Launches, 10 min read)

Explore services and pricing or read the product marketing consultant FAQ. Founders can start with Founder Advisory or the free Go-to-Market Readiness Assessment.