{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Why You Win","title":"Leslie Zlotnick and Martino Ruggiero of Yamaha Marine","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/fd13faf4\"></iframe>","width":"100%","height":180,"duration":2242,"description":"Bringing a new product to market is hard enough. Creating a new category inside an established dealer network adds a different level of risk.In this episode, Kyler and John are joined by Yamaha Marine’s Leslie Zlotnick, Division Manager WaterCraft Marketing, and Martino Ruggiero, Product Manager, to explore how product and marketing align when launching something entirely new. With nearly two decades of collaboration, Leslie and Martino walk through the development and launch of the CrossWave, a platform designed to meet changing customer behavior on the water.They share how long-range product planning shapes go-to-market strategy, when marketing should enter the conversation, and how to validate demand before committing to a new category. The conversation also unpacks how Yamaha balanced dealer relationships, organic demand, and limited early information to build momentum ahead of launch.For OEM leaders navigating B2B2X distribution, dealer engagement, and product innovation, this episode offers a clear look at how to align teams, test demand, and bring a new category to life without overengineering the launch.Key Takeaways:Start with Real Customer Need: Validate unmet needs through research before committing to new product developmentAlign Product and Marketing Early: Introduce marketing once concepts are viable to shape positioning and launch timingLet Demand Build Before Overinvesting: Use curiosity and scarcity to generate organic momentum before heavy media spendTimestamps:(00:00) Meet Leslie Zlotnick and Martino Ruggiero(02:11) Marketing and product roles inside Yamaha(03:22) Planning product development five years out(05:46) How Yamaha defines winning in long-range strategy(07:41) Identifying unmet customer needs on the water(09:33) When marketing enters product development(11:07) Positioning a product for multiple use cases(12:48) Balancing niche use with broad market appeal(17:04) Managing portfolio risk and category creation(22:00) Rethinking...","thumbnail_url":"https://img.transistorcdn.com/9VBqkUppjqhYPsDQfYliEvQK0lwrc-N9EiJPYADyXy4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MThk/ZDEzOGRjM2I4YmE0/Y2IwYjAwOGRkYjlh/YzU4Mi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}