Every product marketer knows the sting of a launch that doesn’t meet expectations. It’s tough, but great PMMs know that what happens next matters more than the setback itself. While outcomes are important, keeping team morale high after a tough launch is key for long-term success.
1. See Beyond the Numbers
Metrics can show shortfalls, but they don’t capture the full story. Great PMMs see past the numbers to recognize the team’s effort, creativity, and grit.
Start with empathy: “I see the work you all poured into this. The outcome wasn’t what we wanted, but your dedication didn’t go unnoticed.” Recognizing effort reminds the team that while results matter, hard work does too. Like a coach after a tough game, focusing on effort keeps the team motivated to keep trying.
Example: After a campaign underperforms, a PMM gathers the team to acknowledge their hard work before diving into what could be improved.
2. Make Space for Honest Reflection
Post-mortems can feel like finger-pointing. Great PMMs create safe spaces where the team can openly discuss what worked, what didn’t, and what they’ve learned.
Foster openness: Frame the conversation around learning, not blame. Ask, “What insights did we gain that will make us stronger next time?” Just as a jazz band finds harmony by listening and adjusting, creating a safe space lets each team member share their perspective and reinforce the foundation for future collaboration.
Example: A PMM leads a retrospective where each team member contributes a takeaway, making it clear that lessons are gathered collectively, not directed at individuals.
3. Turn Insights into Action
It’s easy to talk about lessons learned and then leave them behind. Great PMMs transform lessons into clear next steps, empowering the team for the future.
Make it actionable: Document the key takeaways and set up simple, doable changes. Treat each adjustment as an opportunity to improve rather than a correction. Failure is data; it’s feedback that lets you refine processes and grow stronger, like a chef adjusting a recipe after a taste test.
Example: After noticing that timelines caused issues, a PMM creates a new project timeline template to streamline future launches.
4. Frame Setbacks as Part of a Bigger Story
Failure is just one chapter in the book, but growth is the whole story. Great PMMs help the team see setbacks as part of a longer journey, emphasizing that today’s challenge can be tomorrow’s strength.
Share relatable stories: Use examples of brands or projects that faced similar challenges but eventually thrived. “Did you know [successful product] struggled in its first version? Here’s what we can learn from that.” Like an athlete who trains through losses, framing a setback as part of the team’s growth arc helps everyone see the bigger picture.
Example: A PMM shares how a previous product iteration that initially fell short led to a breakthrough after adjustments.
5. Celebrate the Wins That Show Up Along the Way
Even when the main goal falls short, there are always wins to celebrate. Great PMMs find and spotlight these moments to remind the team of their progress and resilience.
End on a high note: Finish debriefs by recognizing the bright spots. Find those silver linings—new customer feedback, surprising engagement numbers, or process improvements. Celebrating small victories fosters a sense of fulfillment that propels the team forward, like savoring a great assist even if the goal didn’t happen.
Example: While sign-ups fell short, a PMM highlights the campaign’s unexpected engagement from a new audience, opening doors for future growth.
6. Reignite Motivation with a Fresh Vision
After a setback, the team may feel deflated. Great PMMs rekindle motivation by painting a vision for what’s next—something inspiring that everyone can rally behind.
Focus on what’s next: Share the next challenge with renewed energy. “This was one step in our journey. Here’s what we’re aiming for now, and here’s how we’re better prepared.” Help the team see how their unique strengths contribute to the bigger picture, like a band finding its rhythm after a rough start.
Example: A PMM schedules a team meeting to share the upcoming roadmap, showing how the lessons learned will directly shape the next strategy.
The Takeaway:
Managing morale after a tough launch isn’t about glossing over the outcome—it’s about balancing honesty with encouragement. Great PMMs acknowledge effort, create safe spaces for learning, turn insights into action, and reframe setbacks as stepping stones. Success isn’t about avoiding failure; it’s about using each setback to come back stronger. And when a team believes in the journey, they’re ready to handle whatever comes next.