Stop Guessing on Launch Day: Meet Your New Message Testing Framework w/Shannon Kearns

Most PMMs pressure test the product, the roadmap, the sales deck — but the messaging itself just ships. Shannon Kearns thinks that's exactly why so many launches leave CAC on the table, and she's got a framework to fix it.Shannon is a GTM consultant specializing in B2B and B2C tech, working with companies preparing to launch or reposition a product.In this episode she breaks down the message testing framework she's refined across 15+ launches — what inputs build a sharp hypothesis, how to structure your test, what to hand off to the creative and acquisition teams, and how to bring the learnings back to the rest of the org.Here's what we get into:Why PMMs need to own message testing - and what you're leaving behind if you don'tThe inputs that turn gut feel into a testable hypothesisHow to structure a message testing sprint (budget, timing, and what metric to actually optimize for)The framework: levers, drivers, consumer insights, and how to write a hypothesis that holds upReal numbers from a live client - and what a $200 CAC vs. an $80 CAC taught her about messagingResources from this EpisodeConnect with Shannon on LinkedInShannon's message testing framework templateShannon's Claude skill for message testingAnd a special shout out to this season's sponsor, PMM Camp - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.