Product Chats Podcast
Key Components of a Structured Win/Loss Program

Key Components of a Structured Win/Loss Program

August 12, 2022
DoubleCheck_Header_PL-01.jpg“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 Resources
Foundations
This course is the first step to becoming truly market-driven You’ll learn how to understand the market, how to use market knowledge and how to master the Pragmatic Framework.
Learn More
https://www.pragmaticinstitute.com/course/product/foundations
Why CNN+ Is a Cautionary Tale for Product Teams

Why CNN+ Is a Cautionary Tale for Product Teams

August 5, 2022
Paul_Young_August_Header-018p0xk.jpg“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 the same strategies and goals.
Enroll Today
How To Use Innovation And Proven Methodologies To Uncover Your Distinctive Competencies

How To Use Innovation And Proven Methodologies To Uncover Your Distinctive Competencies

July 29, 2022

Leon_Stigter_HeaderPLb8xzd.jpgOne 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
What Makes a Competency Distinct?

What Makes a Competency Distinct?

July 22, 2022
Paul_Young_July_PL_Header_-01.jpg“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
Students learn how to:
  • Become market-driven by exploring concepts such as how to uncover strategic opportunities
  • Define product team roles and responsibilities
  • Prioritize actual vs. desired business goals
  • Talk to and observe the market in action.
Defining Sprint, Release and Launch

Defining Sprint, Release and Launch

July 15, 2022
Kirsten_Butzow_Header-0174odc.jpg“We try to be pristine in our application of the definitions, and what it is we’re actually trying to accomplish can sometimes get lost in the shuffle” - Kirsten Butzow
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirsten Butzow, Senior VP, customer operations at Houghton Mifflin Harcourt
 
They discuss:
  • Sprints and how the market cares about usefulness and impact—not methodology
  • Who is driving the release planning discussions
  • How to collaborate for a launch
  • Why requirements should start with data and market research
  • The helpful role of a retrospective
Additional Resources
Want to learn more about effective launches?
 
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 the same strategies and goals.
 
23,0000 Members and Counting: The Resources You’ll Find in the Pragmatic Alumni Community

23,0000 Members and Counting: The Resources You’ll Find in the Pragmatic Alumni Community

July 8, 2022
Georgina_Donahue_PL_Header-0187jdy.jpg“It's been a really interesting time to see such a high degree of camaraderie and cheerleading in the community because everyone is working on leveling something up; they want to grow their team; they wanna grow their influence; they wanna grow their own skill level.” — Georgina Donahue, Director of Community at Pragmatic Institute
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Georgina Donahue, the director of community at Pragmatic Institute, about the growth of the Pragmatic Alumni Community.
 
They Discuss
  • How the community helps connect alumni with jobs, candidates and innovative hiring strategies
  • The types of engaging conversations happening in the community around building cross-functional teams and collaborating with other departments
  • Masterclass opportunities exclusive to community members
Enroll in Foundations and get a lifetime free membership to the Pragmatic Alumni Community
 
Students learn how to
  • Become market-driven by exploring concepts such as how to uncover strategic opportunities
  • Define product team roles and responsibilities
  • Prioritize actual vs. desired business goals
  • Talk to and observe the market in action.
PMC VIII Certified: How Completing Pragmatic Product Courses can Elevate Your Career

PMC VIII Certified: How Completing Pragmatic Product Courses can Elevate Your Career

July 1, 2022

steve_goodyear_header-01avue5.jpgSteve Goodyear, the founder of Realizer Services, is the first person to earn a PMC VIII certification.

Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Steve discuss the variety of courses offered through Pragmatic Institute, and how each plays a role in elevating the work he does at his company.

They discuss

  • How the courses help Steve answer the question: "How do I turn professional services into more of a product."
  • His lessons from the Design course
  • How he uses the Pragmatic Alumni Community to build his network and talk through ideas.

Additional Resources

Foundations on Demand

Begin your product training experience with the course Foundations. Even better, this course is both live and on-demand. You’ll also gain your membership to the growing and active Pragmatic Alumni Community.

Course Overview:

  • Understand the market and the problems it faces
  • Use market knowledge to build and sell products people want to buy
  • Master the Pragmatic Framework and the activities needed to bring a successful product to market
  • Learn to listen to the market, prioritize projects and drive result

Learn More

Using Data Insights To Create Value-Driven Content Strategies

Using Data Insights To Create Value-Driven Content Strategies

June 24, 2022
Anjana_Gopakumar_header-0174qrw.jpgThis episode was recorded during our recent Product Chat Webinar.
 

Hear how should you approach your content endeavors, and where should you look to understand the best areas to focus your efforts and resources from Editorial and Metadata Leader at Netflix, Anjana Gopakumar.

Strategies for Planning Content and Measuring Success

Strategies for Planning Content and Measuring Success

June 17, 2022
Kristy_Sturgill_Header-0165ty0.jpg“We look at what conversations have happened, what conversations are happening and then, we validate the article with keyword research and join the conversation with new ideas versus finding keywords and then trying to push a conversation no one is interested in having.”
 
Content planning is just as much about listening as it is about producing. It’s about joining existing conversations with new ideas, not just publishing interesting thoughts. So, in this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic content marketer Kristy Sturgill about Pragmatic’s system for content planning.
 
They discuss:
  • How to find context, study competitors and review search engine results
  • The metrics for measuring content
  • How to be a steward of content by taking care of the work that already exists
Additional Resources
 
Market.
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build product marketing strategies that deliver results. And, this course was updated in 2022 to reflect the latest strategies.
Learn More
What Successful Content Strategies Look Like in 2022

What Successful Content Strategies Look Like in 2022

June 10, 2022
Brett_McGrath_Header-01ajynf.jpg“When your message is generic, instead of being for everyone, it turns into a piece of content for no one. So for me, specificity is always been really a key trait. To building that hero and then, also for me, is being real and genuine and authentic as I possibly can be."
 
There was a time when content marketing was new and fresh and the competition was sparse. That day has come and gone, so how do we compete and engage with a strategy that everyone employs at some level?
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Brett McGrath from The Juice on all things content marketing and content distribution.
 
They discuss:
  • How to think beyond the inbound methodology
  • Why distribution is the path to having a proactive marketing strategy
  • The ways that content can build valuable relationships
  • Vulnerability as a superpower and experimentation as a strength
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
Why Your Team Needs a Video Strategy

Why Your Team Needs a Video Strategy

June 3, 2022
Ellen_grogan_PL_Header_-01.jpg“With video, whether you're using it for marketing or sales or just even information sharing, it's a human thing. You're building a human connection with someone. And what that serves to do is show your authenticity” - Ellen Grogan
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Ellen Grogan, director of product marketing at Brightcove and founding member of the Pragmatic Alumni Community.
 
Ellen’s background is in broadcast journalism before she moved to a product marketing career. She shares her experience with video and the growing role it plays in content marketing.
 
They discuss:
  • Why video is so powerful for building empathy and showing authenticity
  • The challenges companies face when they start incorporating a video strategy
  • Strategies for measuring success
  • How to repurpose long-form videos in shorter formats
Additional Resources
Market.
This course helps you gain a thorough understanding of your buyers and how they like to buy so you can build product marketing strategies that deliver results.
Learn More
Understanding Use Cases and Creating Killer UX Approaches

Understanding Use Cases and Creating Killer UX Approaches

May 27, 2022

Mamuna_PL_Header-01.jpg

This episode was recorded during our recent Product Chat Webinar.
 
Join Mamuna Oladipo, MBA, VP of Product at Shopify for her discussion on understanding use cases, creating killer UX approaches and developing innovative strategies that span globally. You will hear insights on things like...
  • Where to generate innovative and bold UX ideas
  • How to delve into your users to understand patterns
  • How to measure user efforts and KPI’s to pay attention to
  • Ways to optimize UX experiences that increase both adoption and retention
How to Apply Agile to Your Job Search

How to Apply Agile to Your Job Search

May 20, 2022
Dan_corbin_header-01.jpgYes, Agile is typically associated with product and engineering teams, but the principles can be powerful when applied to the job search. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic’s newest instructor Dan Corbin about his unique approach to finding jobs in products.
 
They discuss:
  • The different stages of the job search
  • Why an iterative approach can reduce feelings of failure
  • How having a partner in the job search can help improve the experience
Additional Resources
Foundations on Demand
In this course, you’ll learn to master the Pragmatic Framework and the activities needed to bring a successful product to market. You’ll take *the first step to becoming truly market-driven.* This 7-hour course is self-paced and you’ll have one year to complete the curriculum. After passing the final exam, you’ll receive your first Pragmatic Institute certification and be invited to join the robust Alumni community.
Register Today
Learn More About Foundations
The Impact of Curiosity

The Impact of Curiosity

May 13, 2022
PL_Header_David_Bard-01.jpg“The hardest part is looking at ourselves or looking at the way we're doing things and knowing whether or not it is the most effective way things could be done and remaining open to an alternative.” - David Bard
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews David Bard, product management and user experience leader. In his business, David focuses on coaching product teams from conception through execution and market launch to ensure success.
 
Rebecca and David explore the role and impact of curiosity on product teams. They also discuss:
  • Recent research on curiosity
  • How you can encourage curiosity at your organization and on your teams
  • Strategies to stimulate and exercise curiosity
  • How humility can overcome the Einstellung Effect
Additional Resources
Foundations on Demand
In this course, you’ll learn to master the Pragmatic Framework and the activities needed to bring a successful product to market. You’ll take the first step to becoming truly market-driven.
This 7-hour course is self-paced and you’ll have one year to complete the curriculum. After passing the final exam, you’ll receive your first Pragmatic Institute certification and be invited to join the robust Alumni community.
Register Today
Learn More About Foundations
Pricing Case Study: Why Disney Should Charge MORE for Their $6,000 Hotel Room

Pricing Case Study: Why Disney Should Charge MORE for Their $6,000 Hotel Room

May 6, 2022
Mark_Stiving_Pt_4.jpgThis is part four of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the immersive Star Wars experience that comes at a premium price.
 
“This story is all about price segmentation. Disney doesn’t need to sell to everyone who comes to the park—just a few people.” - Mark Stiving
 
They discuss:
  • The reason why people buy the $6,000 hotel room at Disney: Star Wars: Galactic Starcruiser
  • Why Mark thinks the hotel Room is underpriced
  • How comparison helps the buyer justify pricing structures
Want to Learn More About Pricing Strategies?
Pragmatic Course: Pricing | $1,195
Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting. You’ll be introduced to several pricing tools including:
  • Product Portfolio Worksheet
  • Isoprofit Tables
  • Pricing Ownership Matrix
  • Value Matrix
Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth. In this self-paced course, students will learn:
  • The three revenue buckets and how they drive prioritization
  • The three levels to pull to create and capture more value
  • Which growth strategies are best based on the life cycle of a product
  • The four ways to grow revenue from a single customer
Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea

Pricing Case Study: The Housing Market Teaches Why Cost Plus Pricing is a Bad Idea

April 29, 2022
PL_Header_Mark_Pt3-01bn9cc.jpgThis is part three of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the trends in the housing market.
 
“The number one takeaway from this and to take away from every pricing situation is that we always put ourselves in the minds of our customers and try to figure out how are they making decisions.”
 
They discuss:
  • The elements driving buyer behavior in the housing market.
  • The reasons why Zillow stopped flipping houses. Answer: Labor shortage and “the winner's curse.”
  • How we can apply lessons learned in the housing market to B2B and SAAS companies.
Want to Learn More About Pricing Strategies?
 
Pragmatic Course: Pricing | $1,195
Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting.
You’ll be introduced to several pricing tools including
  • Product Portfolio Worksheet
  • Isoprofit Tables
  • Pricing Ownership Matrix
  • Value Matrix
 
Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
  • The three revenue buckets and how they drive prioritization
  • The three levels to pull to create and capture more value
  • Which growth strategies are best based on the life cycle of a product
  • The four ways to grow revenue from a single customer

>>Enroll Today 

Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More

Pricing Case Study: Shrinkflation and Why You’re Getting Less but Paying More

April 22, 2022
mark_stiving_04_22.jpgThis is part two of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.
 
Should Dollar Tree increase its product prices to $1.25 or reduce its costs by offering less at the same price? Well, they increased their price for the first time in 35 years, but was it the right choice?
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, and Mark discuss the concept of shrinkflation. Specifically, how to know when it's the right time to increase prices or decrease costs.
 
They discuss:
  • Why we might notice changes in volume, features and quality more than price changes.
  • How do we make changes that increase profits but don’t upset buyers or users?
  • Why now might be the best time to experiment with pricing.
Want to Learn More About Pricing Strategies?
Pragmatic Course: Pricing | $1,195
Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting. You’ll be introduced to several pricing tools including
  • Product Portfolio Worksheet
  • Isoprofit Tables
  • Pricing Ownership Matrix
  • Value Matrix
 
Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
  • The three revenue buckets and how they drive prioritization
  • The three levels to pull to create and capture more value
  • Which growth strategies are best based on the life cycle of a product
  • The four ways to grow revenue from a single customer
Pricing Case Study: When Will You Unsubscribe to Netflix?

Pricing Case Study: When Will You Unsubscribe to Netflix?

April 15, 2022
Mark_Stiving_04159dwlh.jpg“It wouldn’t surprise me if these latest price increases won’t work out as well as previous ones,” - Mark Stiving
 
This is part one of a four-part series with pricing expert and Pragmatic instructor Mark Stiving. Each new episode will feature a case study on current pricing trends.
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Mark about the streaming wars and more importantly, subscription-model pricing.
 
Netflix increased its pricing at the start of 2022 by $1 - $2 per month depending on the selected plan. Additionally, they are testing how to charge more for “sharing” accounts with friends and family who live in different places.
 
They discuss:
  • How do we get different customers with different willingness to pay to still buy our product?
  • The risk of offering ad-supported cheaper versions
  • Why “good, better, best” options work so well in subscription services
Want to Learn More About Pricing Strategies?
Pragmatic Course: Pricing | $1,195
Learn more about pricing segmentation in the Price course. You’ll also learn how to determine market value and how to maximize your profit while minimizing discounting.
You’ll be introduced to several pricing tools including:
  • Product Portfolio Worksheet
  • Isoprofit Tables
  • Pricing Ownership Matrix
  • Value Matrix
Pragmatic Learning Network: Accelerate Your Subscription Business | $500
Pricing expert Mark Stiving brings his expertise on subscription models to our Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth.
In this self-paced course, students will learn:
  • The three revenue buckets and how they drive prioritization
  • The three levels to pull to create and capture more value
  • Which growth strategies are best based on the life cycle of a product
  • The four ways to grow revenue from a single customer
Pricing Isn’t the Reason You Lost

Pricing Isn’t the Reason You Lost

April 8, 2022
PL_Header_-01.jpg“When they say you lost on price, that’s not a good enough answer. You have to peel the onion. You have to do the work to uncover the real answer"
- Spencer Dent
 
In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Spencer Dent, Co-Founder of Clozd—a leading provider of technology and services for win-loss analysis.
 
They Discuss
  • How the pricing structure or model can affect customer's value perceptions (For example, large one-time payments may seem riskier to new customers than smaller monthly payments)
  • Why transparency in pricing can help win more buyers
  • Why the concept “people buy, not companies” should inform selling strategies
Additional Resources
Price
This course gives you the tools you need to take the guesswork out of pricing and increase profitability. Learn a proven approach to pricing that reflects what the market is willing to pay and supports your organization’s strategies.
>>Enroll Today
 
Accelerate Your Subscription Business
Pricing expert Mark Stiving brings his expertise on subscription models to the Pragmatic Learning Network to help product teams improve their subscription businesses and drive growth. Gain clarity and certainty around the right tasks to accelerate growth and your current stage of business.
>> Learn More
7 Innovator Archetypes (With Assessment)

7 Innovator Archetypes (With Assessment)

April 1, 2022
Let’s re-think innovation. Starting with the question, who can be an innovator? Answer: everybody. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Carla Johnson, a global keynote speaker, a best-selling author, and a recognized marketing and innovation strategist.
 
They discuss:
 
Focus
This course 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. Successful innovation happens when you know how to strategically direct your efforts and resources on the best ideas.
>> Learn More
 
Design
This course teaches you how to take a human-centered approach to market problems, so you can partner with designers to create intuitive products the market will embrace. Innovation isn’t just an idea, it’s how that idea comes into existence through design work.
>> Learn More
Human-Centered Innovation: Using Design As a Strategic Advantage

Human-Centered Innovation: Using Design As a Strategic Advantage

March 25, 2022

This episode was recorded during our recent Product Chat Webinar.

"Human-centered innovation" is the latest industry buzzword, and knowing how to leverage this approach is essential for driving success across products, services and business models. In this Product Chat, you'll learn...

  • How human-centered innovation can help shape key business plans  
  • Tactics for employing human-centered innovation within your organization
  • Case studies of successful applications that created stellar impact for products and offerings
Strategies to Get Buy-in for Your Idea

Strategies to Get Buy-in for Your Idea

March 18, 2022
When you have a creative idea, you’re going to face objections. The best approach is to build the systems that’ll support the innovation even before you ask for additional resources from leadership. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirk Westwood author of The Very Best Bad idea.
 
They discuss:
  • Why a company must be agile for innovation to succeed
  • The reaction to expect from others when you’re on the verge of innovation
  • How to ask strategic questions to get buy-in for your idea
Additional Resources
At Pragmatic Institute, we offer two courses that’ll explore innovation in-depth.
Focus
This course 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. Then, you’ll learn how to use that knowledge and market data to successfully and credibly sell your strategies internally.
<Enroll>
Design
This course teaches you how to take a human-centered approach to market problems, so you can partner with designers to create intuitive products the market will embrace. Leverage the power of design throughout the product life cycle to ensure market adoption, improve customer ratings and increase competitive advantage.
<Enroll> 
Expert Interview Tactics for Market Research

Expert Interview Tactics for Market Research

March 11, 2022

While you might be comfortable with the concept: NIHITO (nothing important happens in the office), getting the most out of market visits is challenging. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Joy McCaffrey, product manager at LeaseQuery about her systematic approach to market research.

They discuss:  

  • How to leverage an interview questions library
  • Capturing quantitative data and qualitative data by utilizing both open-ended and close-ended questions
  • How to schedule time with customers, non-customers, users and executives
  • Effective ways to present insights to leadership

Additional Resources
There is a new course update to 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
And, the newest course, Insight, provides you with a grounded and actionable approach to incorporating data into product practices and decisions.
Learn More

How to Solve Market Problems Like an Agile Boss With Paramount+

How to Solve Market Problems Like an Agile Boss With Paramount+

March 4, 2022
This episode was recorded during our recent Product Chat Webinar.
 
When tackling market problems we all know the importance of identification and validation so we can move strategically and confidently towards building the kinds of products and features customers want to buy. Now more than ever, Agile has paved a new wave of product efficiency by enhancing collaboration using an incremental approach to providing solutions.
 
But how do you navigate the agile process for a product or feature when you’ve identified a market problem? What types of principles should you be adhering to and what are the biggest benchmarks to measure progress and success?
 
Join Lisa Boivin, Product Manager at Paramount+ for her discussion on how to use Agile to tackle market problems and help create features and products that over-deliver time after time.In this Product Chat, you’ll learn:
  • How to use agile thinking to identify market problems
  • Ways to solve market problems utilizing an agile workflow
  • Key indicators for tracking progress and success
  • and more!
How to be a Successful Product Marketer in 2022

How to be a Successful Product Marketer in 2022

February 25, 2022
Product marketing has evolved from a task management role to a strategic role in an organization. In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Steve Gaylor about what it means to be a product marketer in 2022.
They discuss:
  • The responsibility of moving into a strategic role.
  • The relationship between execution and strategy.
  • The power behind knowing which activities and tasks to stop, not just what to start.
  • How to think about buyers journey differently for renewals versus new customers.
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.
What Causes a Launch to Fail?

What Causes a Launch to Fail?

February 18, 2022

Validating market problems isn’t about listening only to the noisy 20 percent of the market. Instead, it’s about understanding the needs of the quiet 80 percent too. Without validation, product teams can invest valuable time and resources into an idea that is destined to fall flat.

In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Terry Sadowski who candidly shares his experience with a launch failure.

They discuss:

  • How pressure and novelty can cause you to ignore established processes that protect against launch failures
  • The ways hindsight reveals all the missteps overlooked in a moment of excitement and energy
  • How to move forward after a big failed launch
  • Key advice to avoid a failed launch

Want to learn more about effective launches?

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 the same strategies and goals.

Enroll Today

Innovation Best Practices with Expert Instructor Diane Pierson

Innovation Best Practices with Expert Instructor Diane Pierson

February 11, 2022
Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Diane Pierson, an instructor at Pragmatic Institute, on the organizational mechanics of innovation.What does innovation mean at your company and to your leadership? That definition and focus give you and your team the ability to move in the most effective direction.
 
During this episode, Rebecca and Diane discuss:
  • The difference between innovation and invention
  • Thinking beyond existing personas
  • Investing in emerging opportunities
  • Setting realistic expectations around innovation initiatives
Additional Resources
[Podcast] How Forbes Creates Innovative Leadership Tactics and Product Approaches Without a Model Listen Now
 
[Course] Market 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 how to align across go-to-market teams by effectively sharing and leveraging your buyer knowledge to prioritize the right product marketing strategies.  Learn More
How a 90-Second Launch Story Highlights Purpose and Establishes Focus

How a 90-Second Launch Story Highlights Purpose and Establishes Focus

February 4, 2022
Product teams build impressive and detailed launched strategies. But, how do you get an entire organization to execute a coordinated effort that results in a successful launch?In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews interviews Pragmatic instructor Todd Middlebrook about the 90-second launch story.They discuss:
  • The complicated process of a launch
  • The value of having clarity on the end goal
  • The components of a 90-second story
Additional Resources
There is a new course update to 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
 
Want to learn more about effective launches?
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 the same strategies and goals. Enroll Today
How Optimizing Communication Helps Bring a Product From Brain to Screen

How Optimizing Communication Helps Bring a Product From Brain to Screen

January 28, 2022

Product professionals are tasked with taking what they learn from the market and making it a reality. But, to do that, you have to communicate effectively with the people building the product.

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute interviews Jonathan Lucky, scrum master at Dazn, and they talk about how to bring information to the engineering team that is digestible and usable.

Jonathan discusses:

  • The value of shortening the feedback loop between the engineers and customers
  • Why you should include the engineers in the buyer persona creation process to create an environment where insights are jointly-owned
  • Effectively building teams and optimizing communication

 

Additional Resources:

[Article] Using Data-Driven Personas to Boost Business

[Article] 7 Buyer Persona Generators and Templates

 

Knowing who buys your products is one thing. Becoming an expert on your buyers and using that knowledge to create product marketing plans that impact the bottomline is something else.

Market is a course that 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. >> Enroll Today (edited) 

How Fathom.Video Validated a Market Problem and Built a Notetaking Solution

How Fathom.Video Validated a Market Problem and Built a Notetaking Solution

January 21, 2022

Listening to your market might lead your efforts in a new direction. That's what happened when Richard White, founder and CEO of Fathom, began talking to his audience about the challenges of scheduling customer interviews. While scheduling was a problem, the bigger challenge was the massive time investment required to capture insights from each interview.

During this episode, Rebecca Kalogeris, VP of Marketing and Product Strategy interviews Richard about how he and his team discovered and validated a market problem and then designed an innovative solution.

Richard's solution, Fathom.Video, is a Zoom app that allows you to record and highlight notes during zoom meetings in real time. Those highlights can be assembled into a video you can share with your team. The initial waitlist for Fathom.Video is over 70K strong, but Pragmatic Institute listeners get to skip the waitlist and go directly to the front of the line: fathom.video/pod.

Listen now to learn more.

How to Add Value After the Sale

How to Add Value After the Sale

January 14, 2022

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Rod Griffith, chief client officer at MarketReach on how to help current customers discover new value in a product. Rod discusses how personal benefits can be a strong differentiator, especially when the competition focuses on business benefits. He explains how to uncover and leverage unrecognized benefits, unrecognized beneficiaries and unrecognized uses. They also explore how to remain authentic in the sales process by indirectly highlight personal benefits through conversation and questions.

How Product Teams Should Tackle Responsible AI

How Product Teams Should Tackle Responsible AI

January 7, 2022

Guest host Michael Lithe founder and president of The Data Incubatorsits down with Aishwarya Srinivasan, an Artificial Intelligence and Machine Learning Innovation Leader at IBM. Aishwarya works cross-functionally with the product team, data science team and sales to research AI use cases for clients at IBM Data & AI. In her role, she conducts discovery workshops and builds assets to showcase the business value of the technology. Aishwarya holds a postgraduate degree in data science from Columbia University.

The two data science experts discuss the importance of building responsible AI systems that aren't harmful to society, citing examples in the media. Aishwarya shares the responsibilities of roles like AI ethicists, UX researchers, data scientists and cybersecurity officers in upholding responsible AI standards. She also highlights the key issues organizations will have to grapple with as AI continues to evolve, and she shares key takeaways for leveraging machine learning and AI to create business value. Find links to resources shared in this episode:

Throwback - The Modern Data Scientist at Netflix

Throwback - The Modern Data Scientist at Netflix

December 30, 2021

We're throwing it waaay back to 2019 if you want to listen to one of our most popular episodes to date.  While the conversation was a couple years ago, the information remains incredibly relevant. 

 

Netflix is one of the biggest, most recognizable names in the world, and it’s one of the biggest, most recognizable names in data science. But what does that really mean to be a data scientist in a big company like Netflix? Senior data scientist at Netflix, Dr. Becky Tucker, joins our podcast to share her experience learning data science and working at Netflix.   

Want to learn more about data science and how you can use it in your business? Check out our Business of Data Science course, designed for business leaders looking to become more data driven. If you’re looking to take data science training like Dr. Becky, check out our TDI data science courses. And make sure you listen to our other great podcasts, and join us for the best product training in the world.

Throwback - How to Identify Rockstar Product Professionals During an Interview

Throwback - How to Identify Rockstar Product Professionals During an Interview

December 24, 2021

A throwback this week because we want to end the year thinking about how to grow product teams in 2022. First step: Interviews. 

The wrong hire can negatively affect the entire department and the product long into the future, so getting the right people for the job is critical. Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic Instructor, Paul Young, about Product Manager X-Factors—or the skills that make a product manager excel.
He explains that being a product manager requires a diverse set of skills including soft skills like leadership, curiosity, listening, pitching and building consensus across the organization. During the conversation, Paul dives deep into some of these characteristics including why they matter and how to spot them during a job interview.

Why You Should Use the  “Jobs to be Done” Segmenting for Buyer Personas

Why You Should Use the “Jobs to be Done” Segmenting for Buyer Personas

December 17, 2021

"How many buyer personas should you have?” This is the most common question companies ask when refining or starting their first persona project. In this episode, Rebecca Kalogeris, VP of marketing at Pragmatic Institute, asks Adrienne Barnes, founder of Best Buyer Persona, that question. And she answers. This conversation is all about buyer personas including, how to research, how to create meaningful segments with the jobs-to-be-done method, and whether or not you should name them.

Thinking of Customer Success as a Discipline

Thinking of Customer Success as a Discipline

December 10, 2021

Customer success isn't just a department, especially in subscription businesses.

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Kirsten Butzow, senior VP of customer operations at Houghton Mifflin Harcourt, who explains why companies have to earn their customers business on a regular basis and how to do it.

They discuss that even know the product team understands the market problems, it's the customer success team that will reveal whether or not the product team hit the mark. They also outline the natural checkpoints along the way to know if the organization is staying grounded in the problems and personas.

How Offerpad Uses Market Visits to Influence Roadmaps

How Offerpad Uses Market Visits to Influence Roadmaps

December 3, 2021

How often should you conduct market visits? What data should you gather? And, where does discovery fit within the product roadmap cycle? This episode is a recording from the latest Product Chat featuring Ted Best, senior vice president of product at Offerpad. During his expert presentation, he answers these common market visit questions and explain how to implement a continuous discovery strategy. He also provides an approach to using market visits to answer the “why” of the roadmap, not just the “what” and the “when.”

What the heck is a value journey?

What the heck is a value journey?

November 19, 2021

There isn't just one type of buyer's journey, there are three: trust journey, relationship journey and analytical journey. During this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews pricing expert Mark Stiving, chief pricing educator at Impact Pricing. Not only does he explore the three types of buyer's journeys in-depth, but he also gives listeners the one question they should ask to quickly identify which journey their customer is on. He also explains the value map and why you should always assume your buyer is on a trust journey until proven otherwise.

Flashback Friday - Planning and Prioritizing your Product Roadmap

Flashback Friday - Planning and Prioritizing your Product Roadmap

November 12, 2021

“The roadmap really should be a conversation” - Jim Semick, founder and chief strategist of Product Plan. 

Are you curious what the best framework is to plan and prioritize a product roadmap? Are you a Product Manager that wonders how often to update this tool? Listen in as Rebecca Kalogeris is joined by Jim Semick to discuss Product Plan’s annual survey results, his tried and true method of ‘value vs effort’ and his advice on updating and maintaining roadmaps that work. 

Jim explains that updating roadmaps often keeps the product conversation open, and that for how many hours product managers spend managing the roadmap each week that it’s important to share them with their teams frequently so there’s a level of transparency and understanding when something changes. Roadmaps are embodiment of strategy, building the roadmaps are a part of how you define and share that strategy across the organization.

How VRBO and Taskrabbit Increase Customer Retention and Engagement

How VRBO and Taskrabbit Increase Customer Retention and Engagement

November 5, 2021

(This episode was recorded during our recent Product Chat)

 

During this episode, Lindsay Hunt, director of product at TaskRabbit shares insights on customer and revenue retention and how to build products and services that keep your market coming back. She teaches how to navigate when you have two users in a marketplace, strategic angles to entice and delight customers and opportunities for revenue growth by nurturing relationships and creating products people want to buy.

Using Strategic Storytelling to Shape What You Do in The World

Using Strategic Storytelling to Shape What You Do in The World

October 29, 2021

This episode is for anyone trying to figure out how to leverage storytelling in their role as a product manager or product marketer. The VP of marketing for Pragmatic Institute and host, Rebecca Kalogeris, interviews Matthew Woodgett, founder and CEO of Go Narrative who explains that a story isn't an artifact or finished product like a book or movie, but instead, using is a way of communicating.

He explains how stories help companies prioritize, connect departments and gain buy in for roadmaps. During the conversation, Matthew outlines an efficient and effective way to think about storytelling when you're a busy professional, which he describes as the 3D framework: Desire, difficulty and denouement.

How to Systematically Approach Competitive Objections

How to Systematically Approach Competitive Objections

October 22, 2021

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Erin Neal Enterprise Account Executive at Klue. Erin explains how to systematically approach objections to win customers who are talking with the sales team. The approach taught in this episode shows how to be collaborative rather than combative when approaching objections. Erin and Rebecca also cover how to provide sales with the tools they need to be successful in their objection handling with prospects.

Klue is company that provides market and competitive intelligence software that enables competitor research and delivery of sales battlecards to B2B Sales teams.

Using Personas to Build What Customers Need (not what they asked for)

Using Personas to Build What Customers Need (not what they asked for)

October 15, 2021

In this episode, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, hosts Sandy Orlando, the senior VP of product management at CDK Global, an automotive retailing software company. Sandy explains that her objective with NIHITO visits is to listen to the customer rather than to talk to the customer, and to test a hypothesis without trying to inform it. She said that while building personas people try to prescribe a conclusion and then prove it rather than exploring.

When done well, personas can lead a product team to create solutions that lead customers to desired outcomes. At times, she said she's received feedback from customers that she didn't deliver one single thing the customer asked for but instead delivered exactly what they needed.

How to Integrate Culture and Brand

How to Integrate Culture and Brand

October 8, 2021

Mark Miller and Ted Vaugh, authors of Culture Built My Brand: The secret to winning more customers through company culture, join Rebecca Kalogaris, VP of marketing at Pragmatic Institute to talk about the intersection of culture and brand. They outline the 5 pillars of the brand, which include culture, products and services, the story of the company, user experiences and identity. They also explore the frustration that emerges when different departments and different people own different parts of the brand because it becomes complicated to shape culture. The conversation includes tips on how to address culture as someone who isn’t a leader at the organization. Mark and Ted explain that a marquee culture drives performance, but a bad culture can kill the brand.

How to Create Team Culture in 2021

How to Create Team Culture in 2021

October 1, 2021

Rebecca Kalogeris, VP of marketing for Pragmatic Institute and Cindy Cruzado, certified instructor at Pragmatic Institute, discuss how to build a company culture that is healthy and creative especially in remote and hybrid working environments. Cynthia shares how to make disagreement comfortable and common as a way to support different ideas. They both agree that having fun along the way supports all of the team-building initiatives, and they include some game ideas that their teams find engaging.

How Forbes Creates Innovative Leadership Tactics and Product Approaches Without a Model

How Forbes Creates Innovative Leadership Tactics and Product Approaches Without a Model

September 27, 2021

(This episode of Pragmatic Live was captured during our recent Product Chat session)

How do product pros deliver innovative solutions to users, leverage technology and develop tactical plans without a prior blueprint or example to follow?Ebony Shears, VP of product at Forbes, to the Product Chat shared how she gains team enthusiasm and buy-in, and how she determines what opportunities are worth pursuing at the 103-year-old institution.

How to Facilitate Product-Led Communication

How to Facilitate Product-Led Communication

September 17, 2021

In this episode, Andrew Wale, the chief revenue officer at Twintag, meets with Rebecca Kalogeris, VP of marketing for Pragmatic Institute, to discuss how to use a great product as a vehicle to engage with customers and enhance their experience. He explains how to give customers information when they need it and in a user-friendly format with tools like QR codes. When customers have to navigate robust websites, they might get lost in their search for an answer. He shows how product-led communication breaks down these types of barriers and improves customer retention.

How Product Teams Can Measure Success Using a Differentiated Strategy

How Product Teams Can Measure Success Using a Differentiated Strategy

September 10, 2021

We are going to be a product excellence team, so how do we measure how effective we are?" - Sherwin Damdar

Rebecca Kalogeris, VP of marketing for Pragmatic Institute interviews Sherwin Damdar, director of product management and innovation at Garlock, and he shares how he uses the sales of differentiated products to measure his teams' success. He says that differentiated products must meet three criteria: They must be unique, valuable and proven. Together they talk about how product managers can find areas of opportunity by evaluating problems customers have and the solutions they are willing to pay for.

How Being a Customer Advisory Board Member Can Ignite Your Product Career

How Being a Customer Advisory Board Member Can Ignite Your Product Career

September 3, 2021
(This episode of the Pragmatic Live Podcast was captured during one of our recent Product Chat webinars)
 
Companies know that learning more about their customers is the best way to improve their products. But is the research influencing meaningful change? More often than not, the answer is no.
 
While many mediums facilitate customer engagement, this work only results in tactical, user-level augmentations that have a minor impact. Thankfully, there’s a better strategy and that is a well-run Customer Advisory Board (CAB). Launching a CAB not only leads to significant product enhancements but can also uncover new solutions that lead to substantial revenue gains. But why should you be a member of a CAB? 
 
Rob Jensen, VP of Marketing for Ignite, and learn how a CAB is an effective career-building opportunity for product managers and product marketing managers who serve on them. Not only do members interact with their best customers, but they are also presenting product plans and roadmaps in front of their company executives who otherwise may not be aware of their skills and contribution to the company.
The Age of Products

The Age of Products

August 20, 2021

What a wonderful time to be product marketing, and Pragmatic instructor, Rich Nutinsky, explains why in this episode hosted by Rebecca Kalogeris, VP of marketing for Pragmatic Institute. They discuss how the world of product management has evolved because of new technology and refined approaches to customer research. Rich also shares his own experiences as a product professional and how product training was a game-changer early in his product management career path. They conclude that we are in fact in the age of products.