Product Chats Podcast

By Pragmatic InstituteBusiness Marketing Management

Product Chats Podcast episodes

September 23, 2022The Six Stages of The B2B Innovator Map
“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 purchase his book on his website https://danielelizalde.com/

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

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
42 min
September 16, 2022Distribution Strategy
This episode is an excellent conversation originally recorded in 2015.

“Sales is a big part of distribution strategy, but we talk about distribution strategy differently at Pragmatic. Distribution strategy is how customers prefer to receive, use and buy your product” - Paul Young

This episode features Pragmatic instructor Paul Young, who shares examples of distribution strategy and the different models around them.

He discusses:
Why distribution strategy can be innovative
Indirect or direct distribution strategy examples
Integration as a distribution strategy
Am outside-in approach to distribution strategy
25 min
September 09, 2022Distribution Strategy’s Critical Role in Customer Experience
"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 Nutinsky

Distribution strategy is often under-appreciated 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
39 min
September 02, 2022A Thought-Exercise on Identifying Distinctive Competencies
“Distinctive Competencies are rarely a product feature because a distinctive competency isn't easily copied and product features. If 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.pragmaticinstitute.com/product/foundations-on-demand/
1 hr 1 min
August 26, 2022How to Optimize Win/Loss Analysis and Increase Your Win Rate
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
1 hr 5 min
August 19, 2022If You Haven’t Enrolled in Foundations, Here’s Why You Should
“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
Enroll in Foundations on Demand Today >> https://www.pragmaticinstitute.com/product/foundations-on-demand/
27 min
August 12, 2022Key Components of a Structured Win/Loss Program
“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
39 min
August 05, 2022Why CNN+ Is a Cautionary Tale for Product Teams
“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
38 min
July 29, 2022How To Use Innovation And Proven Methodologies To Uncover Your Distinctive Competencies
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
55 min
July 22, 2022What Makes a Competency Distinct?
“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.
Enroll Today
42 min

About Product Chats Podcast

From the publisher's feed

Pragmatic Live’s Product Chat is a podcast focused on tackling the biggest challenges facing today‘s product management, product marketing, and other market and data-driven professionals with some of…