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Archived Webinars
A free series with industry experts and thought-leaders on the latest techniques, market research and insight into the state of technology product management and marketing today.
Product Management |
2007-2008 Product Management and Marketing Survey Results
 with Steve Johnson Pragmatic Marketing Instructor Every year, Pragmatic Marketing conducts a survey of product managers and marketers in technology companies. This session will review the results of the 2007-2008 survey and discuss current titles and job responsibilities, compensation, and the scope of activities product managers and marketers are performing as part of their role in today's competitive environment. |
The Bottom of the Sales Cycle is NOT the Contract with Jim Foxworthy Pragmatic Marketing Instructor For sales, the most common goal is to get the buyer to sign the contract. And for many, this represents the last thing they do with that buyer. But the bottom of the sales cycle, or the 'funnel' as it is often called, is NOT the contract. And getting the buyer through the next phase often becomes the responsibility of the product manager. What is the bottom of the sales cycle? And what responsibility to product managers have to get each buyer all the way through the cycle? |
Building Effective Product Roadmaps with Rich Nutinsky Pragmatic Marketing Instructor When there is more to do than can be done, how do you direct where resources should be expended? How do you get alignment of strategy, dollars, people, and programs that will result in an effective plan and product roadmap? How do you communicate your plans in a consistent and meaningful way? Learn techniques to align and focus the organization around the market, not just your products. |
| Driving Product Value
with Laser-Like Focus with Jim Foxworthy Pragmatic Marketing Instructor Some organizations are ‘customer-driven’ and respond first to their existing clients. Others are ‘sales-driven’ and respond to anyone at the front door with a suitcase full of unmarked bills. Others say they are ‘innovative’ yet have a history of building products because they can, but not because they should. Every product organization should be focused on delivering product value to their target markets and to their own business. |
Effective Product Managers Know Their Market with Barbara Nelson Pragmatic Marketing Instructor Product managers need to intimately understand their markets in order to be effective. They must know the customer better than they know themselves. Yet meetings and administrivia fill their schedules. What's needed is a challenge for product managers to visit customers with specific tasks and tips to get started. |
| The Four Roles in Product Management with Steve Johnson Pragmatic Marketing Instructor When it comes to product management and marketing, what you learned in college doesn't work. In college you learned to deliver custom projects, not repeatable ones. But in the real world, you need a repeatable model that works without fail. |
Market-Driven Goal Setting: Using Market-Driven Techniques to Align Your Own Quarterly and Annual Goals with the Market with Stacey Weber Pragmatic Marketing Consultant Setting your quarterly and annual goals usually means looking at business objectives and development plans, and coming up with a few "related" goals for yourself. This can be tricky, as business goals aren't always clearly defined and development plans are subject to change. How can you set goals that stay focused on the right things? How can you contribute to your company's goals of being market-driven? Learn how to tie your goals to the market, rather than the tactical needs of the department. |
Scaling Scrum to the Market-Driven Enterprise with Sinan Si Alhir Practitioner Scrum is a team-based process framework that enables lean, agile, and competitive approaches to product management and development. Scaling Scrum to the enterprise involves applying the core concepts of Scrum to various organizational units (marketing, sales, support, product and project management, and development) and integrating these organizational units so that “requirements” and “work” flow throughout the “veins” of the organization to ultimately deliver value and enable the enterprise to be market driven. Many organizations implement Scrum focusing on teams only, but don’t readily consider the enterprise, and thus don’t maximize their return on adoption. |
Start with the Ending: When the Role of Product Management Changes from Tactical to Strategic with John Milburn Pragmatic Marketing Instructor So you attended product management training and got all fired up! You came back to the office ready to be market-driven. You anxiously awaited the look of joy and amazement at your newly found skills as a product manager. And then reality hit you... hard! Development couldn't care less! They're not listening!! How could this be? You missed a step; you skipped the part where you earned credibility. Sound familiar? Learn what works and what doesn't when your role changes from tactical to strategic. |
| The Strategic Role of Product Management with Steve Johnson Pragmatic Marketing Instructor Product management is often ill-defined and misunderstood in typical technology companies. Yet the role can be one that propels the company to the next level of performance. Rather than running the business like a hobby, effective product managers focus on the business aspects of defining and delivering products to market. Steve Johnson explores the strategic role of product management using the Pragmatic Marketing Framework. Also included are action items for reviewing and assessing the product management role at your company. |
| Technology Assessment: Foundation for Product Strategy with John Milburn Pragmatic Marketing Instructor How do we develop a market driven product plan? How do we establish corporate strategic alignment? One of the necessary first steps is to assess where your current product portfolio is positioned. Product managers can then use this positioning to establish alignment and agreement with development to drive future product direction and strategies. In this session, John Milburn will introduce Pragmatic Marketing's Technology Assessment Grid™ and explain ways to use this powerful analysis tool. |
To Start-Up or Not to Start-Up with by Paul Young and
John Milburn Have you ever thought about being a Product Manager at a startup? If so (or if you are currently at one), you often hear comments like these from the founder. Do you wonder how you're ever going to get it all done? Between Development building "cool technology," and Sales selling to “anyone with money” for the deal-of-the-day, who has time for strategic thoughts or planning? In this session, product management experts Paul Young, Director of Product Management at an Austin, TX start-up and John Milburn, Consultant at Pragmatic Marketing will discuss what it takes to make Product Management successful at a startup organization. |
| Using Scrum for Effective Product Management with Sinan Si Alhir Practitioner Scrum is a process framework that enables lean, agile, and competitive approaches to product management and development. While Scrum is conceptually simple and involves only a few roles, artifacts, and ceremonies, its practices demand discipline and its implementation causes a paradigm shift in product management and development. Many teams and organizations implement Scrum practices, but don't readily absorb its underlying philosophy, and thus don't maximize their return on adoption as they enact its practices. This session is a introduction to how Product Management can be more effective when using Scrum; how to absorb its philosophy and enact its practices for maximum return. In particular, how Scrum may be used in combination with the Pragmatic Marketing Framework to produce the most positive impact for a product management team. |
| Using User Stories for Effective Product Requirements with Sinan Si Alhir Practitioner Lean, agile, and competitive approaches to product management and development such as Scrum use stories to express requirements and tasks to express work. User stories are conceptually simple and involve a few guidelines, but the technique emphasizes a particular mindset around requirements. Many teams and organizations enact the mechanics of the technique, but don’t readily internalize the mindset, and thus don’t experience the benefits of using user stories. |
| Where Does Product Management Belong in the Organization?with Rich Nutinsky, Pragmatic Marketing Instructor Product management serves many functions in a company, including understanding the market, defining requirements, articulating the marketing message, and supporting sales. The priority of product management activities is often a reflection of where product managers reside in the organization chart. Is there a difference when reporting to Development, Sales or Marketing? |
| Why Are We Winning? Why Are We Losing?
with Barbara Nelson Pragmatic Marketing Instructor Do you know why you win some deals and lose others? Is Sales conducting their own analysis of wins and losses? Learn why product management should be conducting win/loss for an organization. Learn several practical techniques for performing win/loss analysis including how to conduct a proper win/loss interview. |
| XPM: Extreme Product Management: The Role of Product Management in an Agile Environment with Steve Johnson Pragmatic Marketing Instructor Is your development organization moving to an agile or iterative form of developing products? Are Requirements Documents declared “old-fashioned”? In today’s fast-paced technical environment, it is even more crucial to define which market segments to target, identifying what problems are worth solving, and bringing the resulting products and services to market. |
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Buyer Personas: A Smart Way to Align Sales and Marketing with Adele Revella Pragmatic Marketing Instructor With marketing busy generating leads and getting the sales process started, where is the plan to engage the sales people and motivate them to work on all of these new opportunities? The reason that most sales launches fail to inspire action and uptake is that marketing and sales people just don’t speak the same language. |
Connecting Through Content: Finding the Right Strategy to Drive Results with Jeff Ramminger KnowledgeStorm Take an insider's look at content-driven online marketing and maximizing the value of an organization's online assets, from white papers to Wikis and podcasts to product sheets -- any traditional or emerging media content type. You will learn about changes in the buyers' behavior when it comes to search, registration and online media consumption, how to determine the right mix of content types, what buyers value most when it comes to content and more. |
Create and Deliver Surprisingly
Compelling Software Demonstrations
with Peter Cohan Principal of The Second Derivative “Do The Last Thing First” – the recipe for a Great Demo! Here’s how to put the “Wow!” into your demos and make them effective, crisp, and compelling – engage audiences in the first six minutes of a demonstration. The result is crisp, highly effective demonstrations that satisfy VP’s and senior management, champions, users and all other players – and close the business. |
Creating White Papers That Lead Prospects to Your Business with Michael A. Stelzner Author of Writing White Papers: How to Capture Readers and Keep Them Engaged For marketers seeking to generate quality leads, nothing beats a well-written white paper. This webinar will examine the latest research on white paper marketing, discuss key elements of white papers that attract leads and reveal new marketing trends related to white papers. Learn how to create valuable content that will bring continuous opportunity to your business. |
| Getting Sales to Love Your Marketing Leads with Adele Revella Pragmatic Marketing Instructor Adele Revella discusses what successful lead generation experts do to overcome their obstacles. How to produce profitable revenue growth that is measurable and productive for everyone involved. We will also talk about how sales people evaluate lead quality and how they will react to your lead programs. And what marketing can do to manage the lead conversion results. |
| Got a Great Product? Get Over it!: Effective Product Marketing is Not About the Product. with Adele Revella Pragmatic Marketing Instructor Four trends are converging to change the way technology companies market their products, driving the need for new skills and processes; products and markets are maturing, buying criteria and personas are changing, the buying process is changing, salespeople are dealing with change too. Learn how product management and marketing roles are evolving to drive more profitable, successful products and services. |
The New Rules of Marketing: Strategies and Tactics for Reaching Your Buyers Directly with David Meerman Scott Online Thought-Leadership Strategist Now that the Internet has made it easier than ever for marketers at software companies to directly communicate with consumers and target audiences, it’s imperative that they dramatically alter their PR and marketing strategy to maximize the effectiveness of the direct consumer-communication channel. On the Web, the old rules don’t apply. Learn how to leverage the potential that Web-based communication offers software companies. |
| Tuned In Social Media with David Meerman Scott Online Thought-Leadership Strategist Before the Web came along, there were only two ways to get noticed: buy expensive advertising or beg the mainstream media to tell your story for you. Now we have a better option: publishing interesting content on the Web that your buyers want to consume and interact with. The tools of the marketing and PR trade have changed. The skills that worked offline to help you buy or beg your way in are the skills of interruption and coercion. Success online comes from getting Tuned In to your buyers and creating great information that enlightens, informs, and starts online conversations. |
Leadership Strategy
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Leading Teams to do Great Things: How to Succeed When You Have all the Responsibility and No Authority! with Anne Pauker Kreitzberg President of Cognetics Corporaration If you’ve ever been in this situation, you’re certainly not alone! Product managers often feel the squeeze between the developers, marketing, sales – and, of course, their boss. Sometimes it’s tough to get the players on the same page – and keep them there. Everyone looks to you for the answers – but working with people who don’t report to you is an art. |
Measure What Matters: Evaluating the Effectiveness of Product Management with Mike Smart Pragmatic Marketing Consultant Measuring the performance of a good product management process can appear to be measuring the un-measurable. But most executive management teams live by performance metrics and are often frustrated because good measures to predict financial performance of a process are not easy to find. However, there are some simple leading indicators that can be correlated to key performance metrics. The real trick is how to link process to financial outcomes. In other words, how do we demonstrate the return? |
Tuned In Buyer Experiences with Kristin Zhivago founder of Zhivago Marketing Partners, Inc., Buyers have a buying experience in mind before they start buying. Tuned in organizations know what buyers have in mind, long before the buyer shows up. When the buyer shows up, the seller has the perfect solution for them - one they want to buy, without being coerced, one that is easy to buy. If you're tuned in, the minute your buyers arrive at your website, store, or office, they will immediately understand the value of your product or service - to them. This immediate understanding is critical to your sales, and critical to your long-term success in the click-through world we live in. They will easily make a purchase. They will be delighted when the product shows up, and even more delighted as they use the product. They will tell their friends. More buyers will come to you, expecting to be delighted. This is resonator revenue-flow nirvana, and any company can obtain it, using the Tuned In methods. |
Tuned In Cultures with Anne Pauker Kreitzberg President of Cognetics Corporation We all know how hard it is to make changes in our lives. Whether it’s a New Year’s Resolution or figuring out a new way to get to work when our usual route is shut down, it takes some getting used to. If change is tough in our personal lives, it’s even more difficult at work – especially if we’re the ones behind the change. You know what it’s like when changes are announced. Some people chuckle about the “new flavor of the month”. Others wonder if management has nothing better to do than introduce new programs of unclear value. Still others take a “wait and see” approach. And we all know folks who look change square in the eye and say, “bring it on.” If you don’t have a Tuned In Culture that is so compelling it resonates with everyone in your organization, learn how to create one – so that the Six Steps becomes a natural way to work. |
Tuned In Leadership with Art Petty Leadership strategist, Founder and Principal of Strategy & Management Innovations Value creation is at the core of any leader's reason-for-being and leveraging the principles and ideas espoused in Tuned In will help the leader navigate the challenges and pitfalls that so often distract entire organizations from fulfilling this value creation mission. The Tuned In Leader focuses on creating a culture where the Six Steps become embedded in the organization's DNA as the only way of conducting business. From strategy creation and execution to talent identification and development, this powerful framework provides guidance for leaders at all levels to develop the style and approaches that resonate internally and that inspire individuals and teams to remarkable success. |
