“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 ResourcesFoundationsThis 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 Morehttps://www.pragmaticinstitute.com/course/product/foundations

Key Components of a Structured Win/Loss Program

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“There are certain things that product managers sometimes unintentionally do, or things they don't realize they do, that have really negative cascading impacts for engineers."
Dan Corbin, Product Management Leader and Instructor at Pragmatic Institute
In this episode, we dive deep into the dynamics between product managers and engineering teams with Dan Corbin, an experienced product management professional and instructor at Pragmatic Institute.
 
Dan shares his recent findings on the behaviors and practices that can either foster collaboration or create friction between these crucial roles.
 
With extensive experience leading product teams across various industries, Dan provides invaluable insights into building a harmonious and productive team environment.
 
Key Takeaways:
Misconceptions About Engineer Satisfaction: Simple gestures like bringing donuts aren’t enough; effective collaboration requires more nuanced approaches.
Common PM Pitfalls: PMs often make unintentional mistakes, such as failing to validate customer needs, allowing scope creep, and not prioritizing effectively.
Implementing Effective Changes: Dan emphasizes the importance of servant leadership, continuous learning, and aligning closely with engineering teams.
Maintaining Clear Boundaries: PMs should focus on the "what" and "why," while engineers handle the "how" and "when," ensuring each team can work optimally within their expertise.
 About Our GuestDan Corbin is a seasoned product management leader dedicated to improving product strategy and operations for companies across diverse sectors. With a rich background in software development, Dan has a comprehensive understanding of both the technical and product side of the business.
 
Throughout his career, he has demonstrated a strong passion for his work and a dedication to helping others in the product management field. He is particularly interested in the dynamics between product and engineering teams and is committed to fostering effective communication and alignment within these roles. Dan's approach to product management emphasizes the importance of servant leadership, gratitude, and continual learning.
 
Dan is also the founder of The Product League and a regular speaker for Agile Austin, initiatives that further his mission of fostering effective product management practices. Always ready for a conversation, Dan Corbin is a regular guest on podcasts and a valuable contributor to discussions on product management best practices.About Pragmatic InstituteSince 1993, Pragmatic Institute has provided training and professional development for product design and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and proprietary Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.
 
Our online, in-person, and on-demand courses are taught by industry experts with decades of experience at top companies like Microsoft, Cisco, Dell, Hallmark, Quaker Oats, and Dun & Bradstreet.
 
We offer individual course training in product design and data and certification tracks for Product Management Certifications, Product Marketing Certifications, and the Pragmatic Product Master Certification. All attendees gain access to the Pragmatic Alumni Community, a network of over 30,000 alumni worldwide.
 
If you’re looking for product management or product marketing training or are pursuing a product marketing certification or product management certification, browse our certification paths at Pragmatic Institute. Courses are available online, in-person, or on-demand to fit your schedule. Want to learn more about becoming a Pragmatic Certified Product Manager? Learn more here.
#ProductManagement #ProductManager #ProductManagementCertification #ProductManagementStrategy #PragmaticInstitute

Working with Engineers: How Product and Engineering Can Help Each Other with Dan Corbin

“Consumers are our most valuable treasure trove of information, along with online reviews and some other data sets.”-Tim Trapp, Director of Quality Engineering at Mattel, Inc.In this episode, Tim shares all about product quality, specifically what can be learned from Mattel regarding the implementation of key product quality measures. Discussion topics include understanding customer feedback, the balance between cost, schedule, and quality, and the importance of monitoring both customer feedback and competitor performance. Don't miss your chance to gain insights from one of the most recognized names in the industry.Key Takeaways:1. User Testing for Competitive Advantage: Testing products with real users to identify potential issues and improve design is a significant strategy at Mattel. This includes formative testing, which is done early and often to shape the design of products.2. Active Post Market Surveillance: Once the products are in the market, the quality team looks at post-market surveillance to understand how the products are performing in real life, which can inform future design and manufacturing decisions.3. Corrective Actions and Continuous Improvement: A well-defined process for corrective actions ensures that any issues are addressed promptly and do not become repeat mistakes. This involves constant checking of products in the market and making necessary improvements.4. Quality as Everyone's Responsibility: Tim emphasizes that quality is not just the quality department's problem but everyone's responsibility in the company. Striving for the best consumer experience should be a part of everything a company does.ABOUT OUR GUEST:Tim Trapp is a seasoned product executive with extensive experience in managing product quality across a diverse range of products. He has worked with and led multidisciplinary and multinational cross-functional teams, demonstrating his ability to navigate complex global landscapes. His expertise lies in being able to ensure the highest standards of product quality, compliance, and safety.At Mattel, Tim has been instrumental in driving quality initiatives that have significantly enhanced product performance and customer satisfaction. His approach to quality is holistic, encompassing everything from initial design and user testing to post-market surveillance and continuous improvement. His insights have helped shape Mattel's product portfolio and maintain its reputation for excellence.ABOUT PRAGMATIC INSTITUTE:Since 1993, we’ve provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and propriety Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.Our online, in-person, and on-demand courses are taught by industry experts with decades of experience at top companies like Microsoft, Cisco, Dell, Hallmark, Quaker Oats, and Dun & Bradstreet. We offer individual course training in product, design and data, and certification tracks for Product Management Certifications, Product Marketing Certifications, and the Pragmatic Product Master Certification. All attendees gain access to the Pragmatic Alumni Community, a network of over 30,000 alumni worldwide.If you’re looking for product management or product marketing training or are pursuing a product marketing certification or product management certification, browse our certification paths at pragmaticinstitute.com/product. Courses are available online, in-person, or on-demand to fit your schedule.Want to learn more about becoming a Pragmatic Certified Product Manager? Learn more here.#ProductManagement #ProductManager #ProductManagementCertification #ProductManagementStrategy #PragmaticInstitute

Inside the Quality Engineering Hub at Mattel with Tim Trapp, Director of Quality Engineering at Mattel, Inc.

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Mastering the Art of Interviewing with Jordan Burton, Professional Interviewer and Executive Trainer

Strategies for Building the Perfect Product Team with Amruta Moktali

Subscribe: https://www.youtube.com/channel/UCNJI2Tv2yxOLBI02nyJoprA Learn more about us: https://www.pragmaticinstitute.com/ Start your Product Manager or Product Marketer certification here“It's all about setting up the right expectations with the company or the early user. So, it's not just giving it to them. It’s about being clear about what you expect in return early in the process.”
-      Neil Baron, B2B Product Management Consultant, Founder of Baron Strategic Partners
Join us for a critical discussion with Neil Baron and Rod Griffith, following their recent article in the Harvard Business Review (read it here) on extracting the full value of early user programs.
This episode unpacks the nuances of designing early user programs that go beyond mere functionality checks to validate problem-solving, target accuracy, and accelerate market readiness. The conversation delves into the importance of having a dedicated program owner (not a dictator) and the necessity of involving cross-functional teams to capture diverse perspectives.
Neil and Rod outline a five-step process for a successful program, from hypothesis definition and participant selection to setting clear expectations and leveraging feedback for product and go-to-market enhancements. Highlighting the tangible outcomes of well-executed early user programs, Neil and Rod share how these strategies have led to fast revenue times, increased sales confidence, and enhanced media coverage.Key Takeaways:
1. Importance of Early User Programs: The discussion highlights the significance of early user programs in understanding market problems that a product can solve. It emphasizes that these programs should not be viewed in isolation but as part of a holistic approach to product development and market understanding.
2. Cross-Functional Collaboration: For an effective early user program, there needs to be cross-functional input and it should be considered as a critical step in the process. This requires buy-in from senior management and proper incentivization across the organization.
3. Value Proposition and Feedback: Early user programs are not only about the product, but also about understanding the customer experience, the messaging, and the value proposition. It's vital to set up a give-and-get relationship with early users, ensuring they understand the benefits they will get, and the company gets valuable feedback and data.ABOUT OUR GUEST:
Neil Baron is the founder of Baron Strategic Partners, a consulting firm that helps B2B companies accelerate growth. He is also involved in running two forums for product executives, the Product Leadership Council in conjunction with Pragmatic, and the Boston Product Executive Forum, which is run in conjunction with the Boston Product Management Association.
With a wealth of experience in product leadership and management, Neil is passionate about helping companies create effective strategies for success.
Rod Griffith is the Chief Client Officer and Co-Founder of MarketReach, inc., a B2B marketing services company that designs and manages marketing programs, campaigns, and sales tools for a variety of technology companies. With a background in computer industry segment management and product management, Rod uses his experience to help companies translate their strategies into practical and successful market-facing activities. He is deeply involved in sharing his insights and learnings through various forums, including the Product Leadership Council and collaborations with Pragmatic.
ABOUT PRAGMATIC INSTITUTE:
Since 1993, we’ve provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and proprietary Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.
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Key Components of a Structured Win/Loss Program

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