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GoPro CEO: We didn't market the Hero4 adequately

GoPro Chief Executive Nick Woodman said Thursday his company made mistakes on the launch of its Hero4 Session camera.

"If Session had been stronger out of the gates, if we hadn't mispriced it, and if we had backed it up with the marketing it deserved, I think we would have had a very different earnings call yesterday," he said in an exclusive interview on CNBC's "Squawk Alley."

The company launched its flagship camera in July for $399.99, but slashed its price by $100 two months later.

Shares of GoPro skid further Thursday, one day after the company reported earnings and revenues that missed expectations. Share prices were down 13 percent by Thursday afternoon. In after-hours trading Wednesday, the stock was down 18 percent at one point. Click here for the latest stock quote.

The camera maker posted third-quarter earnings of 25 cents per share...