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The $500M GTM System Behind META and McDonald’s Launches
Stop treating go-to-market like a one-off campaign. Build it like a product with alpha, beta and brutal go/no-go rules so you can ship faster, learn faster, and avoid the “we launched it anyway” disaster.
Perfect listen for product, marketing or growth leads in lean startups where launches keep slipping because nobody truly owns the go-to-market, so approvals, handoffs and rework quietly kill momentum.
To unpack this, I spoke with Anya Cheng. She wrote a book that breaks down the alpha–beta–launch approach used inside Meta, eBay and Target. She’s also founder and CEO of Taylor, an AI-powered menswear rental and personal styling company, and a former product and go-to-market leader at Facebook, eBay, Target and McDonald’s.
Where to find Anya Cheng: https://www.linkedin.com/in/anyacheng/
In this episode:
Why internal reasons kill launch dates and the lightweight system that removes the chaos.
How to use tiny rollouts to learn fast and reduce risk.
The big-tech pattern you can copy: test at 0.1%, then scale through 1%, 10%, 20%, 50% when the signal is real.
What to measure in beta so data beats opinions before you open the floodgates.
How to avoid the classic trap of changing the message mid-flight.
Get the links, notes and resources from this episode at masteringtechgrowth.com
View all episodes
By Mike SiriusStop treating go-to-market like a one-off campaign. Build it like a product with alpha, beta and brutal go/no-go rules so you can ship faster, learn faster, and avoid the “we launched it anyway” disaster.
Perfect listen for product, marketing or growth leads in lean startups where launches keep slipping because nobody truly owns the go-to-market, so approvals, handoffs and rework quietly kill momentum.
To unpack this, I spoke with Anya Cheng. She wrote a book that breaks down the alpha–beta–launch approach used inside Meta, eBay and Target. She’s also founder and CEO of Taylor, an AI-powered menswear rental and personal styling company, and a former product and go-to-market leader at Facebook, eBay, Target and McDonald’s.
Where to find Anya Cheng: https://www.linkedin.com/in/anyacheng/
In this episode:
Why internal reasons kill launch dates and the lightweight system that removes the chaos.
How to use tiny rollouts to learn fast and reduce risk.
The big-tech pattern you can copy: test at 0.1%, then scale through 1%, 10%, 20%, 50% when the signal is real.
What to measure in beta so data beats opinions before you open the floodgates.
How to avoid the classic trap of changing the message mid-flight.
Get the links, notes and resources from this episode at masteringtechgrowth.com