What are the keys to building successful cross-functional product launch teams? In this episode hosted by Barbara Bermes, Launch Code Project CPO and Author James Whitman shares insights from his research on how the best companies introduce new offerings. He discusses the importance of trust, governance structures, and aligning product, sales, and engineering teams to overcome common reasons for product launch failures. Whitman provides case studies of both successful and failed launches, highlighting the critical role of cross-functional collaboration and a continuous product introduction mindset.
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Show Notes
- Common reasons for product launch failures include lack of trust and alignment between departments like engineering, product, and sales.
- Successful product launches require deliberate governance structures to provide a common set of data and metrics.
- Building personal relationships and trust across functions is crucial for overcoming internal conflicts.
- Launching new products should be an ongoing activity, not a one-time exercise.
- Organizations that view new product introduction as a core competency are better able to learn from failures and improve their launch process.
- Bringing product and sales teams together, with shared goals and visibility, can lead to more successful launches.
- Involving clients deeply in the co-development process helps align the solution with their needs.
- Providing direct access to senior product experts can be a valuable differentiator in the sales process.
- The rise of AI and cheaper product development tools has sped up the pace of innovation.
- However, the buying process in client organizations remains complex, requiring deeper understanding of their dynamics.
- Product managers must evolve to become agents of change, focusing on customer alignment and process improvements.
- Leveraging technology like AI should be balanced with maintaining strong human-centered design and interpersonal dynamics.
- Recommended authors and thinkers include Ethan Molech, Patrick Lencioni, Kim Scott, and Dory Clark.
- Developing a continuous product introduction mindset, rather than one-off launches, can improve success rates.
- Transparency and co-development with clients help build trust and alignment during the launch process.
- Effective cross-functional teams require both governance structures and personal relationship building.
- Senior product experts can provide valuable insights directly to clients, strengthening the sales process.
- Understanding client organization dynamics and buying processes is crucial, even as technology changes the landscape.
- Product managers must balance leveraging new technologies with maintaining a human-centered approach.
- Cultivating a culture of learning and improvement from both successful and failed launches is key to long-term success.
About the speaker
James Whitman is the author of **Launch Code: The Playbook for Continuous Growth** and the founder of Growth Guidepost. He works with mission driven leaders to help them make their most important decisions and achieve critical growth objectives. Throughout his career, he has held senior commercial positions in both public and private organizations, where he has successfully established repeatable commercial practices. James has a proven track record of introducing dozens of products and services to the market, scaling organizations, and building high-performing teams.
About the host
Barbara Bermes is an extremely passionate data-driven product leader, a previous International conference speaker, and a book author, with a comprehensive technical background and deep experience in B2B SaaS products at growth-stage companies. Motivated and driven by customer happiness, she is a decisive leader and executive with a proven track record of leading high-performing product teams with empathy, evangelizing product strategy and delivering world-class customer solutions. She frequently writes about product under https://bbinto.medium.com/