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The Inside Story: TurboTax PersonalPro's Initial Failure

In November 2014, Brian Crofts prepared for a crucial meeting with two top-level executives at Intuit. One was CeCe Morken, his boss, overseeing Intuit’s Professional Tax (ProTax) business—a $422 million enterprise selling tax preparation software to accountants. The other was Sasan Goodarzi, in charge of Intuit’s $1.8 billion TurboTax division, providing software directly to consumers. Crofts had spent three years developing a new product, TurboTax PersonalPro, bridging the gap between these two business lines. Company leadership had decided it was time for a major launch, making the November meeting pivotal for finalizing a go-to-market plan. However, not all launches yield exponential growth. Discover the untold story behind the scenes of the turbulent rollout of TurboTax PersonalPro, leading to its initial setback. This podcast is brought to you by: Go to to get $1 off your next desired domain name at Porkbun! Miro: Go to and get your first three Miro boards free forever. Hubspot: Listen to The Science of Scaling wherever you get your podcasts. Leadpages: The Easiest Way to Grow Your Sales. Check out their landing page templates today. Rocketship is brought to you by The Podglomerate. This show is a part of the Podglomerate network, a company that produces, distributes, and monetizes podcasts. We encourage you to visit the website and sign up for our newsletter for more information about our shows, launches, and events. For more information on how The Podglomerate treats data, please see our Privacy Policy.  Since you're listening to Rocketship, we'd like to suggest you also try other Podglomerate shows surrounding entrepreneurship, business, and careers like Creative Elements and Freelance to Founder. Learn more about your ad choices. Visit

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Essential listening for entrepreneurs, product managers, and anyone working in tech today. We break down the concepts you need to know, from Product Management to Growth, Sales to Funding, we'll bring you stories that will inspire and insights that will change the way you think about product and business., produced in partnership with Product Collective, inspires hundreds of thousands of entrepreneurs, developers, marketers, product people, and designers each month. Join us as we dive into everything from product management to growth, culture to sales, and everything in between. has been featured in Forbes, Huffington Post, Inc, Entrepreneur, and many more business publications as a top business podcast year after year.
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