Real-World GTM: Fixing a Broken Product Launch in 90 Days
A story from the field — not a boardroom.
Three months ago, we got a call from a mid-sized FMCG company. They’d launched a promising new product line in two regions—only to see flat sales, patchy distribution, and confused trade partners. The internal verdict? “It’s a good product… but somehow, the market isn’t picking it up.”
I’ve heard that line before. And I knew this wasn’t a marketing problem. It was a Go-To-Market execution gap.
Step 1: Hit the Ground
Within 10 days, we had our team in the market—visiting 40+ distributors, retailers, and sales reps across the launch zones. What we uncovered wasn’t surprising:- No clear product story for the trade
- Stock lying with the wrong type of retailers
- Sales reps unsure about positioning or incentives
- Distribution too shallow for real visibility
Step 2: Rebuild from the Ground Up
In the next 60 days, we:- Created a simple, powerful trade-facing story
- Restructured the launch distribution model (including a few exits and fresh appointments)
- Rolled out a crisp 3-week incentive plan to energize sales reps
- Built daily market rhythm with accountability dashboards
- Coached local sales leaders on monitoring and interventions
Step 2: Rebuild from the Ground Up
In the next 60 days, we:- Created a simple, powerful trade-facing story
- Restructured the launch distribution model (including a few exits and fresh appointments)
- Rolled out a crisp 3-week incentive plan to energize sales reps
- Built daily market rhythm with accountability dashboards
- Coached local sales leaders on monitoring and interventions
Step 3: What Changed?
By Day 90:- Numeric distribution increased by 4X
- Primary to secondary sales ratio corrected from 3.5:1 to 1.6:1
- Retailer feedback flipped from confusion to “when will the next SKU come?”
Lesson?
Most “failed” launches are not marketing failures. They’re execution failures. And fixing them means leaving the conference room and getting your shoes dirty. That’s what we do at ZA Consulting. Every single day.Fixing a Broken Product Launch: 15 Field-Tested GTM Tips for Mid-sized and Growth-Stage FMCG Companies
1. Validate Your Launch Story
- Can your frontline sales team explain the product in one line?
- Is there a differentiated reason for the trade to stock it?
2. Map the First 90 Days Rigorously
- Sales KPIs (daily, weekly, monthly)?
- Distributor/retailer onboarding plan?
- Inventory health checkpoints?
3. Pick the Right Markets to Launch
- Go deeper in fewer places.
- Avoid spreading thin with token rollouts.
4. Appoint “Launch-Critical” Partners
- Choose distributors with demonstrated speed, not just reach.
- Prioritize agility over scale.
- Short-term wins > long-term promises.
- Clear slabs. Immediate payouts. No confusion.
- Your frontline team is your first marketing channel.
- Ensure internal pitch readiness before consumer visibility.
4. Appoint “Launch-Critical” Partners
- Choose distributors with demonstrated speed, not just reach.
- Prioritize agility over scale.
- Short-term wins > long-term promises.
- Clear slabs. Immediate payouts. No confusion.
- Your frontline team is your first marketing channel.
- Ensure internal pitch readiness before consumer visibility.
7. Train Sales Teams in the Field
- Not in the boardroom.
- Use real objections and roleplay selling conversations.
8. Monitor Primary vs. Secondary Sales
- Monitor Primary vs. Secondary Sales.
- Track secondary weekly to ensure product movement.
9. Get Early Retailer Feedback
- What’s selling, what’s stuck, what’s missing?
- Use feedback to course correct in real time.
10. Track Daily Rhythm
- DSR tracking, beat plans, outlet coverage — all must be visible.
- Build daily dashboards.
11. Include Cross-Function Stakeholders
- Ensure logistics, sales, marketing, trade finance are aligned.
- One break = GTM failure.
12. Prioritize Numeric Distribution First
- Visibility drives demand.
- Focus on increasing touchpoints, then depth.
10. Track Daily Rhythm
- DSR tracking, beat plans, outlet coverage — all must be visible.
- Build daily dashboards.
11. Include Cross-Function Stakeholders
- Ensure logistics, sales, marketing, trade finance are aligned.
- One break = GTM failure.
12. Prioritize Numeric Distribution First
- Visibility drives demand.
- Focus on increasing touchpoints, then depth.
13. Kill What’s Not Working
- Don’t wait for the quarter to end.
- Stop what’s failing and redirect quickly.
14.Make the Sales Manager the Hero
- Their buy-in and involvement determines outcome.
- Coach and enable them — not just their teams.
15. Review Daily. Recalibrate Weekly.
- Execution is a living process.
- Keep your GTM plan dynamic, not static.