35 - Bringing Products to Market: What Every Builder Should Know About Go-to-Market Strategy

In this episode, Alain Mowad, Vice President of Product and Customer Marketing at Aspect Software, joins us to break down what go-to-market actually means after the build is done. Alain shares how strong launches come from aligning product, pricing and messaging early, not scrambling at the finish line. He also explains why pricing is one of the hardest parts of bringing a product to market and why teams need to ground every decision in customer outcomes, not feature checklists.

We discuss:

- What go-to-market really includes, beyond promotion, and an outline of the four Ps.

- Why leading with outcomes beats leading with features, even in crowded markets.

- How competitive insights shape messaging, positioning and pricing decisions.

- Why pricing is difficult to get right and why it takes months to pressure test.

- The difference between seat-based, consumption-based and outcomes-based pricing.

- How product marketing keeps sales, finance, product and customer teams aligned.

- Why go-to-market is an ongoing motion, not a one-time launch moment.

- How smaller teams can build a simple go-to-market framework through clear communication and iteration.

💬 Alain says:

“You have to stop talking at customers and (start) talking with them. And the way you do that is by learning from them and understanding what their needs and requirements are. What we do when we're selling and positioning products is we lead with outcomes. How does our product address the customer's key pain points in a way that none of our competitors can do?”

Resources Mentioned:

Alain Mowad

https://www.linkedin.com/in/alainmowad/

Aspect Software | LinkedIn

https://www.linkedin.com/company/aspect-software/

Aspect Software | Website

https://www.aspect.com/

This episode is brought to you by Majestyk Apps

We imagine, design and build digital products. With clients like Chevrolet, Audiomack, IBM, Barefoot and more, you can be sure you are in good hands. Reach out to us at MajestykApps.com

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#GoToMarketStrategy #PricingStrategy #ProductMarketing