Product Builders · 2026-02-16 · 33 min
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.
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