Pragmaticlive

This episode is from our latest Product Chat webinar >> watch the webinar   With 2022 coming to an end and rumbles of the macro environment creating some potentially tough hurdles for businesses in 2023, companies must be laser-focused on what is most important for success in the coming year. This is why product managers and leaders must hone in on areas that create resilience and deliver the highest value and greatest impact for their organizations, employees and, most importantly, their users and customers.   Join us as we welcome Kirsten Van Detta, senior product manager at LinkedIn, for a conversation on what key concepts product professionals should be focusing on to fuel their 2023 and how being ruthless in your prioritization can serve as your biggest ally.

“What I also have noticed is without clarity, people are literally moving in very different directions, in the wrong direction. They're moving fast, but it's not really making an impact on where they want to go.” - Yasmeen Turayhi   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Yasmeen Turayhi, founder of the consultancy firm Modern Product and author of Product Marketing Debunked.   They Discuss The importance of the product marketing role How to manage pressure and the importance of mental health Strategies to build clarity and prioritize tasks Why the best product marketers are curious and diversify their knowledge Follow Yasmeen Turayhi on Medium   Additional Resources Market. This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build the product marketing strategies that deliver results. Learn More  

This episode is from our latest Product Chat webinar >> watch the webinar Join us as we welcome Sandi Olson, Senior Marketing Content Manager at Microsoft for a conversation on how utilizing the right asset assessment techniques can help you to analyze, prioritize and make forward-thinking pivots before your competitors. In this conversation Sandi will share: How to approach asset assessment through a lens that allows you to revive, streamline and support any business strategy Ways you can utilize assessment to better integrate positioning and messaging How healthy asset hygiene enhances strategy development Archive, archive, archive Tools and processes you can leverage to ensure you are finding meaningful opportunities within your assets

“Go-to-Market work is delayed compounding work, meaning there's delayed gratification, and it compounds over time. So if you're changing up your execution, it’s because there's no strategy. So if you create the strategy and then you do consistent execution, and you do the marketing math to understand what's working and what's not, then you start to get that delayed compounding effect.” -TK Kadar   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews TK Kadar, founder of TK Unstoppable where he advises SaaS Founders on how to build scalable Go-To-Market strategies. TK has an extensive background in strategy, marketing, and he specializes in building, scaling and exiting SaaS businesses   They discuss: Three pillars of a successful business Why the market can make or break any product What makes a great market How to drive alignment in a company How to get out of the “one more feature” trap The difference between strategy and execution To hear more from TK,

“Just because you hit the metrics for a couple of months doesn’t mean you will be instantly promoted. You need to hit those standards and maintain those standards for a period of time. For the more advanced roles, we want them to maintain those standards for a year. Others maintain those higher standards for six months, etc.” - Corban Wells   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing and product strategy for Pragmatic Institute, interviews Pragmatic Corban Wells, director of product management at Primary Residential Mortgage about the most important thing a product manager can do for their team today. Corban has been involved in product management for 30 years. His current team consists of 13 product managers responsible for managing four product verticals. Each vertical has a different tech stack, and the team’s job is to make those systems better and more efficient for the 2,500 employees at Primary Residential Mortgage.   In this episode Corban and Rebecca discuss How to define

“Product teams should stay out of the how and focus on the what, who and why. If we can bring all that context to the table and then we can give our development teams the space to think creatively. To start with a blank canvas. It is a best practice to have a separation of duties between the how and the what.” - Amy Graham   Product managers need to be good partners and create good teams to create great products. We all want to be a part of a high-performing team, we want to build them, and it’s not something that happens accidentally.   So, in this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Amy Graham about some best practices for building high-performance teams.   They discuss: The importance of having clarity around roles and responsibilities and understanding what type of team you have (e.g., high market knowledge vs dependent) How to build trust and collaboration between product and development Some of the key areas where teamwor

This episode is from our latest Product Chat webinar >> watch the webinar Join us as we welcome Anand Arivukkarasu, Product Leader (formerly of FB) for a conversation on how you can use measurement to ensure success throughout every stage of the product lifecycle. In this conversation, Anand will share: Key KPIs and metrics you should be paying attention to through the development, GTM, growth and product end-of-life phases Ways to apply measurement to employ strategies and align stakeholders How to utilize metrics to gain buy-in for current and future initiatives How to decipher insights between the metrics to ensure you are staying ahead of the curve

“It's useful to look at metrics, but metrics are a lot more useful and meaningful if we frame them around why we're measuring that thing to begin with. You want to measure a thing because it's meaningful. And OKRs are how teams put meaning behind the measurement.” - Paul Young   What is your product team measuring to determine progress? What should they be measuring? And what makes a good OKR? In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Paul Young about OKRs because you can’t manage what you can’t measure.   They discuss: The qualities of a good objective Why you might have multiple key results for each objective Why you should set a confidence score (on a scale of 1-10) and why every objective should be difficult but not impossible The difference between OKR and KPI How many OKRs should you have on your team Additional Resources Foundations | The first step to become truly market-driven This course emphasizes how to develop a

What’s the hallmark of a strong product team? Anna Turner, VP of Products at Paycor said there are two: being market-driven and stewardship of time and resources.   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing and product strategy for Pragmatic Institute, interviews Anna about empowering and supporting effective product teams   They discuss: What to look for when hiring a product manager How product teams can leverage data to improve collaboration and decision-making in the organization Strategies for nurturing emerging leaders Training For Your Team | Enroll in Foundations This course will teach your team how to identify and listen to the entire market and uncover strategic opportunity. They’ll also learn how to implement the Pragmatic Framework. After completing the course, students are invited to join the robust and active Pragmatic Alumni Community where they will have access free learning opportunities and a library of Pragmatic tools and resources. Learn More

“Win/Loss is a garbage-in, garbage-out exercise. There needs to be careful curation and vetting of the information in the program. Otherwise, information is going to be unreliable at best and misleading it worst.”   Not every win-loss program is the same. So how do you build the right one for your company? In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews two win/loss experts from Anova Consulting: Zach Golden, director of client management, and Will Young, senior research analyst. Anova Consulting is a market-leading win/loss analysis firm. They build win/loss programs by combining technology with high-tough professional services and consulting.   They discuss: The importance of getting strategic alignment before starting a win/loss program When is it appropriate to use open-ended or leading questions How to leverage data and then go beyond the data by bringing together cross-functional teams Determining how many win/loss interviews are sufficient for g

This episode is from our latest Product Chat webinar >> watch the webinar   Going to market is an exciting yet often anxiety-provoking moment in product development. And there is an onslaught of questions like, will users adopt? Are we articulating our messaging appropriately, and how can we best measure the success of our endeavors?   So how can you utilize phased marketing initiatives to motivate your market to buy a newly launched product or service without breaking the bank or depleting resources?   Arnaud Berube, Senior PMM at Zillow discusses how to approach go-to-market in a way that aligns objectives across your organization and reduces risk.   In this conversation, Arnaud shares: A framework for connecting business objectives to marketing executions Ways to use research to size, position and name your products/features A four-phased GTM approach to prove marketing value and reduce risk Ways to apply the same methodologies to create a product marketing function to utilize moving forward Keep Refining

“In the past, it's been a little bit of a nebulous process and people trying to grab from Lean Startup and all these different things that are not cohesive as a journey.” - Daniel Elizalde   Innovation work can feel ambiguous and daunting, but Daniel Elizalde is working to bring clarity with a well-defined innovation journey. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Daniel Elizalde, product executive, advisor and author of the B2B Innovators Map.   During this conversation, Rebecca and Daniel explore in-depth the six stages of the B2B innovator map, which are: Strategic alignment Market discovery User discovery Solution planning prototyping Early adopter They also emphasize a market-first approach where conversations about feasibility happen toward the end of the innovation process, not at the beginning.   “If you can build it, and if you can make money, it doesn't matter if nobody wants it.” —Daniel   You can learn more about Daniel’s work and

"Distribution strategy is where you make it easy. You can build the greatest product in the world, but if people can’t find it and don’t know how to buy it, then it doesn’t matter what you built.” - Rich NutinskyDistribution strategy is often underappreciated in product management, but it plays a critical role in the product's success and overall customer experience. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Rich Nutinsky about distribution strategy. They discuss: Examples when distribution strategy was an innovative disrupter in the market Distribution strategy for software companies The relationship between customer experience and distribution strategy Learn more about distribution strategy in the Focus course at Pragmatic institute.Focus also shows you how to find opportunities in your market’s problems, score them objectively and identify where your company’s strengths intersect with market values. Enroll today

“Distinctive Competencies are rarely a product feature because a distinctive competency isn't easily copied and product features. iIf you come out with a new product feature today, your competitor could copy that within a few months.” In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Pragmatic instructor Mark Stiving will lead the audience through an exercise to identify and apply distinctive competencies using some of the biggest brands in the world. Not only will you learn about the power of distinctive competencies, but also how to start thinking about and leveraging them within your own organization. They also discuss: What are distinctive competencies and why do they matter Examples of distinctive competencies at big brands (Disney, Amazon, LinkedIn, Zappos and Walmart) How to get more differentiation for your products Enroll in Foundations on Demand Today to learn more about finding your company’s distinctive competencies >> https://www.pragmaticinstit

Win-loss analysis is a practice every company should be doing but not every company is doing it—at least not as effectively as they can be. Win-loss analysis can help your business in almost every facet—product strategy, marketing messaging, sales enablement, and more.   Andrew Peterson, Co-Founder of Clozd, the leader in win-loss analysis, explains how to optimize your win-loss analysis program.   Andrew has expert advice on the win-loss best practices to increase your win rate, whether it be getting started or leveling up your current program.   In this conversation Andrew will share: How to get started with a win-loss analysis program Tips to optimize your current program How to take the data you receive from your program and use it to implement necessary change 

“I have taken the classes before and have used so many of the concepts from the Framework at the various companies I've worked at, but to be able to get in there, teach it to so many different groups, companies and people with diverse backgrounds—It just shows the power in The Framework and the Foundations class,” —Dan Corbin, Pragmatic Instructor   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Dan Corbin about what students will learn in Foundations. Specifically, how Foundations can help the newest product managers understand their role better. And how long-time product managers can use what they learn to better explain their work and expectations to their team and other departments.   They also discuss: The five key sections in the Foundations course What makes the Pragmatic Framework powerful and effective The common challenges product professionals encounter How can students get the most out of the training when they enroll

“It is essential to adopt a structured approach to collecting buyer insights. Now, if companies decide just to do an ad-hoc buyer interview or win-loss interview, and it's not a more structured process, then companies will end up relying on anecdotal information and never truly understanding the buyer” — Diana Igua   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews two experts from DoubleCheck Research —Diana Igua, director of marketing & operations and Jen Doyle, research director, about why win/loss is an essential activity for any company.   They discuss: What win/loss programs provide to product managers, product marketers and sales teams Why a collection of conversations is more meaningful than one story How to establish a standardized and focused process for structuring win/loss research Why surveys aren’t an adequate replacement for win/loss interviews Two approaches to get target groups to engage with a win/loss interview Additional Resourc

“Interestingly, there doesn't seem to be a market to hire consultants, to tell executives that their idea is stupid.” - Paul Young   What if you check all the pre-launch boxes and your product still flops? That’s what the CNN+ story feels like. But if we look a little closer, maybe the data was saying exactly what would happen, the team just didn’t listen.   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Paul Young about the lessons CNN+ can teach product managers.   They discuss: What early warning signs did CNN+ ignore that might have indicated the product wouldn’t succeed The conversion rate you should expect going from a freemium model to a premium model Why you need both data and stories to effectively communicate market research Keep Learning Launch is a course that helps you create a more strategic approach to exceed your business objectives. Learn to execute successful launches that align your entire organization around t

One of the largest struggles within product is articulating your organization’s unique abilities to deliver value to its market. But guess what, it’s also one of the most important! So how do you develop a successful path that combines innovation, proven methodology and sure-fire approaches to hone-in on the attributes and differentiators that set you apart from your competitors? We got you covered. Leon Stigter, Senior Technical PM at Amazon Web Services, covers topics on distinctive competencies and when and how innovation can become your biggest ally. In this discussion Leon will share: How you can find distinctive competencies and turn them into assets Why does “distinctive” matter in distinctive competencies? How to use marketing as a top asset when telling your story Why data is a key factor in your process

“Here’s how we define distinctive competencies: they are the unique attributes your organization has developed that allow you to deliver value into your market.” — Paul Young   In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Paul Young about distinctive competencies and how to avoid some of the biggest pitfalls when identifying them.   They discuss: Distinctive competency as it relates to core competencies Examples of distinctive competencies: innovation, culture, customer intimacy, patent portfolio Why you can’t innovate like Apple >> Read More The consequence of assuming distinctive competencies without external validation Why technology isn’t a good distinctive competency How many (or few) distinctive competencies you should have in your organization The strategies for shifting distinctive competencies (the slow way and the fast way) Enroll in Foundations and get a lifetime free membership to the Pragmatic Alumni Community Stud