From Idea to Impact: Why Strategy Fuels Product Launch Success
Turning Technical Excellence into Market Success
You’ve built something incredible, innovative, precise, and designed to solve real problems. Technical excellence alone doesn’t guarantee market success. The best product doesn’t always win; the best-positioned product does.
Bridging the gap between innovation and impact requires more than just a great solution it demands a clear strategy. How you communicate value, differentiate in a crowded market, and guide customers through the journey from awareness to adoption determines whether your product thrives or gets lost in the noise.
How do you turn breakthrough technology into a breakthrough business? Let’s dive in.
Beyond the Blueprint: Expert Perspectives
Each edition, we bring you insights from industry leaders who share their expertise on scaling, innovation, and strategic growth. This week, David Dieffenbach offers his perspective to help you navigate product development and launch strategy.
“The best ideas come from a blend of customer insights and internal stakeholders. A secret weapon I've used for most of my career is to get close with those who talk to customers every day, those closest to that intersection of customer insights and internal stakeholders. That is often people in customer experience or customer support roles-I could be biased because I started my career in customer support and early mentors listened to what I had to offer from the customer perspective.
Once an idea is borne, don't assume putting out a 'Grand Opening' sign will bring people in. I find that having a few friends in the market, customers who like to think beyond their day-to-day workflows but also are honest and open about product ideas, is critical. In my consulting, in fact, I start most engagements by calling on a few of these friends (a mix of Veterinarians, Practice Managers and Technicians) to organize early ideas for a go-to-making strategy.
Don't assume that your organization is aligned with a strategy just because it is written down. Words matter. Early in my career a senior leader wrote a multi-page strategy for a product vision, and before he saw it coming, three leaders under him had taken the idea and started to work on it from different directions. He needed to not only document the strategy but also take it on a roadshow internally to clarify questions and reduce the probability of siloed groups deciding they were in charge of execution. Another early mentor taught me to spend as much time Shaping the Company as I did on Shaping the Product.
Another powerful trick is to have a commercial marketing partner- whether formal or informal. Often this is a seasoned sales leader who has moved into marketing or is still selling but takes time to help inform strategy. This resource can be a huge help to ensure marketing ideas are useful in the field and ensuring that things like sales compensation plans drive the sales focus you intended.”
Why Most Product Launches Miss the Mark
Your product is technically superior, scientifically validated, or packed with innovative features. But will it resonate in the market?
Many companies assume a great product will naturally attract demand. But when launches stall, the root causes are rarely about the product itself. Instead, it’s about:
No clear go-to-market strategy → Sales and marketing aren’t aligned.
Weak customer insights → Messaging doesn’t connect.
Lack of sales enablement → Teams don’t have the tools to drive adoption.
That’s exactly where IDEXX BioAnalytics found itself, a company with world-class laboratory capabilities but no structured marketing foundation. Here’s what they did differently and how you can apply the same approach to your own launches.
3 Common Launch Mistakes (and How to Fix Them)
Mistake #1: No Strategic Roadmap
Many companies treat a launch as an event rather than a phased, strategic rollout. Without a clear roadmap, teams lack alignment, and launches lose momentum fast.
Real-World Example
Before IDEXX BioAnalytics built a structured strategy, they struggled with inconsistent messaging, unclear sales processes, and lack of defined customer journeys. Marketing and sales teams were reactive rather than proactive.
What to Do Instead
✔ Break your launch into three phases → Pre-launch, Launch, and Post-launch.
✔ Set measurable 30/60/90-day goals → Customer acquisition, lead conversion, and product adoption.
✔ Define ownership → Ensure marketing, sales, and leadership are aligned on execution.
Action Step
Pull up your launch plan. Does it include defined phases, KPIs, and team accountability? If not, map out a three-phase launch strategy today.
Connecting this back to the insights shared in Expert Perspectives with David Dieffenbach: “Shape the company as well as the product. Don't assume alignment with words in strategy- take it on an internal roadshow to answer questions and clarify vision.”
Mistake #2: Skipping Market Research
Many companies think they already know their audience, but assumptions don’t equal insights. Without real customer data, messaging and positioning miss the mark.
Real-World Example
IDEXX BioAnalytics had a technically advanced offering, but they weren’t speaking the language of their buyers. When they finally conducted in-depth customer research, they uncovered critical decision-making drivers they had overlooked, leading to a repositioned core messaging that resonated with researchers.
What to Do Instead
✔ Talk to 5 potential customers → Uncover their pain points, buying triggers, and hesitations.
✔ Map your competitive landscape → Where do you truly stand? How do customers perceive you?
✔ Test your messaging → Run A/B tests on positioning statements to see what sticks.
Action Step
Block time to conduct at least 5 customer interviews. What do they care about? What objections do they raise? Use this data to refine your launch messaging.
Connecting this back to the insights shared in Expert Perspectives with David Dieffenbach: “Make friends and talk to friends; find those who will give you honest first level feedback; make time to see your idea in context with everything they do in a day”
Mistake #3: Weak Sales & Marketing Alignment
Even the best product will struggle if your sales and marketing teams aren’t on the same page. If sales are not equipped with the right tools, they won’t be able to convert opportunities.
Real-World Example
Before implementing a strategic marketing framework, IDEXX BioAnalytics lacked sales enablement tools, which meant potential customers weren’t getting a consistent, compelling value story.
After revamping their sales and marketing toolkit, the company saw:
50% more qualified leads
45% higher product utilization
30% increase in digital engagement
What to Do Instead
Develop a one-page product positioning guide → Your entire team should know your value proposition word-for-word.
Train sales on customer objections → Ensure they can confidently address resistance points.
Equip teams with the right tools → Sales decks, FAQs, and demo scripts should be standardized.
Action Step
Ask a salesperson to pitch your product in 30 seconds. If they struggle, schedule a messaging workshop to refine your positioning and train your team.
Connecting this back to the insights shared in Expert Perspectives with David Dieffenbach: “Have a commercial marketing partner, either a formal or informal role. The person or small group of people who are actively selling who can help create useful tools and inform how compensation would drive the behavior you want.”
How IDEXX BioAnalytics Transformed Its Market Position
By shifting from reactive to strategic, IDEXX BioAnalytics went from an underleveraged market presence to an industry leader with measurable growth:
35% growth in stagnant categories
45% higher product utilization
30% increase in digital engagement
How They Did It
✅ Built a structured 30/60/90-day launch roadmap
✅ Conducted deep customer research to refine messaging
✅ Created a clear, repeatable value story for sales
✅ Equipped teams with marketing and sales toolkits
THAVMA INSIGHT: The difference between a good product and a market leader? A strategic foundation that drives predictable growth.
Your Product Launch Playbook: 4 Steps to Implement Now
Define a Clear Roadmap → Break your launch into three phases (pre, launch, post).
Gather Real Customer Insights → Schedule at least 5 customer interviews this month.
Align Sales & Marketing → Develop a one-page product positioning guide.
Measure & Optimize → Set 30/60/90-day KPIs and track adoption.
Read IDEXX BioAnalytics case study.
