Product launches in the B2B2X space are notoriously challenging. They're complex, unpredictable, and often miss their targets. So, how do you actually get them right

In this episode, Reid Morris talks with Scott Smith, VP of OEM and Strategic Initiatives at Trader Interactive, and Brian Cole, Strategy Director at Element Three. Together, they break down findings from new research exploring how OEMs, dealers, and consumers experience new product launches and where the most significant breakdowns happen.

Backed by marketplace behavior, historical sales data, and over 500 shopper surveys, this research uncovers what actually moves the needle when launching new models in dealer-distributed industries. The trio gets real about missed marketing opportunities, the disconnect between product development and launch timing, and why features can shift buying decisions.

Whether you’re launching your next RV, marine vehicle, or commercial truck, this conversation shows why better launches start long before the product hits the lot.

You’ll learn:

• Why marketers feel disconnected from the launch process and what happens when they’re involved earlier
• How launch velocity data challenges the myth of the big reveal moment
• What consumer survey responses reveal about how buyers actually shop for new models

Things to listen for:

(00:00) Meet Brian Cole and Scott Smith

(01:25) What Sparked the Product Launch Research

(03:23) Common Mistakes OEMs Make When Launching

(05:08) How Complexity Slows Down Launch Success

(06:32) Initial Hypotheses About Launch Gaps

(09:03) Research Methods That Created a Full Market View

(12:19) Insights From Dealers and Consumer Behavior

(13:20) Why Features Win Over Price for Buyers

(15:21) The Two Launches Inside Every Launch

(16:33) What’s Coming Next in the Research Series