Episode 219: The Real Role of Product Marketing in Strategy with Rebecca Shaddix
Rebecca Shaddix, a seasoned marketing executive and go-to-market strategist, joins Melissa Perri to explore the balance of acceptable mistakes in market strategy. Rebecca discusses the importance of defining acceptable mistakes to avoid unnecessary delays and to better align team efforts with strategic goals. This episode focuses on how acknowledging acceptable mistakes can accelerate development without compromising core objectives.Rebecca also addresses the overemphasis on latest trends like AI, stressing the importance of intentional use rather than succumbing to hype. She provides insights into managing internal pressures and steering conversations back to meaningful customer outcomes.If you want to learn how to effectively balance strategic goals with market pressures while maintaining a focus on customer value, tune in to gain practical insights from Rebecca’s experiences.You’ll hear us talk about:09:04 - The Concept of Acceptable MistakesRebecca explains what an acceptable mistake entails, offering examples such as opting for fewer customer interviews to accelerate go-to-market strategies without significant risk.29:19 - Navigating AI HypeDiscusses the cycle of trendy technologies and how AI has become a prevalent, though often superficial, part of product strategy, emphasizing the importance of intentionality.15:32 - Product and Product Marketing PartnershipHighlights the need for a bidirectional relationship between product management and product marketing, focusing on how they should collaboratively drive strategy and insights.Listen to the full episode for more in-depth discussions and insights.Episode resources:Rebecca on LinkedIn: https://www.linkedin.com/in/rebeccashaddix/Try Liveblocks: https://liveblocks.io/Timestamps:00:00 Intro02:57 Dear Melissa06:17 Defining acceptable mistakes in go-to-market12:22 How product and go-to-market should collaborate17:48 What data product and marketing teams should track22:53 Turning competitive noise into strategy29:21 Responding to AI pressure from the market34:29 Crafting real differentiators, not buzzwords39:29 Advice for future product marketers
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46:34
Episode 218: Turning Belkin into a Design-Led Company with Oliver Seil
Oliver Seil, Vice President of Design at Belkin, joins Melissa Perri on the Product Thinking Podcast to explore how Belkin has transitioned into a design-focused company. Oliver discusses the role of design in creating products that resonate with users while fulfilling their functional needs. He shares how Belkin's design philosophy prioritizes consumer insights and prototyping to create products that are both innovative and intuitive.Through this episode, Oliver outlines the importance of integrating empathy and creativity in the design process and how these elements can foster a dynamic and inclusive company culture. He provides valuable insights into how product managers and designers can collaborate effectively, ensuring that the products not only meet market demands but also enhance user experiences.Interested in learning more about how design can drive product innovation and company culture? Tune in to gain practical insights from Oliver’s experiences at Belkin.You’ll hear us talk about:14:20 - The Importance of Executive Buy-In for Cultural ChangeOliver explains how having the support from top leadership, such as the CEO and a chief design officer, was crucial to fostering a design-focused culture at Belkin, promoting an environment where design is celebrated and integrated into the company's DNA.21:47 - Embracing Experimentation in DesignOliver shares strategies for balancing the need for rapid prototyping with the constraints of manufacturing timelines. He emphasizes the importance of testing and validating products through consumer feedback before full-scale production.25:29 - Collaboration Between Product Managers and DesignersHighlighting the significance of prototyping and communication, Oliver discusses how designers can effectively share their ideas and collaborate with product managers to bring innovative products to life.Episode resources:Oliver on LinkedIn: https://www.linkedin.com/in/oliver-seil/Belkin website: https://www.belkin.com/Try Liveblocks: https://liveblocks.io/Timestamps:00:00 Coming Up01:23 Intro06:00 Discovering design and joining Belkin10:30 Transforming culture through design19:20 User insights and product joy24:47 Pitching and selling design ideas30:35 Foster creativity and passion40:48 Building diverse teams
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48:29
Episode 217: Behind the Scenes of Pendo’s Product Operations Evolution with Jessica Soroky
Join us for an insightful episode of the Product Thinking Podcast as we delve into the world of product operations with Jessica Soroky, the Senior Director of Product Operations at Pendo. In this episode, Jessica reveals the transformative strategies that have redefined Pendo's product operations, highlighting their innovative approach to integrating data and AI for enhanced product management.Jessica and I discuss the evolving landscape of product operations and the strategic shifts necessary to elevate the role beyond administrative tasks. We explore how Pendo empowers product managers by streamlining data insights and fostering a cross-functional communication framework that improves product launches and customer satisfaction.If you're eager to understand how product operations can drive strategic value and innovation within your organization, this episode is a must-listen. Gain practical insights and inspiration from Pendo's journey in optimizing their product operations.You’ll hear us talk about:09:17 - Evolution from Scrum Master to Program ManagerJessica explains the bold transition of Scrum Masters to Program Managers at Pendo, expanding their roles to oversee the entire product lifecycle and enhancing cross-functional collaboration.15:04 - Leveraging AI in Product OperationsDiscover how Pendo is integrating AI into their operations to reduce the burden of data tasks for product managers, allowing them to focus on strategic decision-making.20:56 - Implementing Effective Launch ProcessesLearn about the introduction of go-to-market checklists and launch briefs at Pendo, which have streamlined product launches and improved cross-departmental alignment.Episode resources:- Jessica on LinkedIn: https://www.linkedin.com/in/jessicasoroky/- Pendo: https://www.pendo.io/- Try Liveblocks: https://liveblocks.io/Timestamps:00:00 Coming Up01:17 Intro05:53 Jessica's journey to Product Ops leader11:48 Improving launches through whole-company alignment19:19 Structuring product ops for impact25:00 Building effective cadences and data rituals30:14 Driving data culture and exploring AI tools36:30 Making product ops strategic
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40:09
Episode 216: Getting OKRs Right: Planning with Impact at OLX with Hugo Froes
Join Melissa Perri in an insightful episode of the Product Thinking Podcast featuring Hugo Froes, Head of Operations at OLX. In this episode, Hugo shares his remarkable journey from UX and service design to leading product operations, a transition that highlights the importance of bridging design with business needs.This conversation dives into how Hugo has effectively shaped product operations at OLX, focusing on process optimization, reducing friction, and empowering teams to deliver true value. Hugo’s approach showcases how strategic product operations can drive innovation and efficiency within organizations.Ready to explore how product operations can transform your organization? Listen to the full episode and gain practical insights from Hugo's experiences!You’ll hear us talk about:00:25:08 - Making OKRs Work Across the OrganizationHugo discusses the challenges and solutions for standardizing OKR frameworks to ensure consistent and measurable outcomes while allowing flexibility for team-specific practices.00:30:41 - The Product Ops MixHugo explains the multi-faceted approach of OLX's product operations team, focusing on improving efficiency, streamlining processes, and supporting organizational growth through strategic tooling.00:39:03 - Measuring Value in Product ManagementHugo and Melissa explore the importance of continuously validating product value against business outcomes, emphasizing learning over feature delivery.Episode resources:Hugo on LinkedIn: https://www.linkedin.com/in/hugofroes/Thoughts Unravelled: https://thoughtsunravelled.substack.com/Try Liveblocks: https://liveblocks.io/Timestamps:00:00 Coming Up01:01 Intro05:37 From UX to Product Ops: Hugo’s Journey09:17 Shift to Product Thinking16:33 Starting Product Ops at OLX21:23 Rethinking OKRs for Real Teams25:08 Making OKRs Work Across the Org30:41 The Product Ops Mix35:48 The Real Limits of AI43:07 What’s Next for Product Ops
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48:32
Episode 215: Transforming Enterprise Sales: The Gong Story with Eilon Reshef
In this episode, Eilon Reshef, co-founder and Chief Product Officer of Gong, joins Melissa Perri to discuss the transformative power of AI-driven technology in sales and product management.As Gong revolutionizes the sales industry, Eilon shares insights into building tools that empower salespeople and help them succeed. He dives into the challenges of scaling Gong to $100 million in ARR and the crucial role of focusing on end-user value.Eilon delves into how Gong captures and analyzes sales conversations to help teams close deals faster and increase revenue. He also reveals the unique organizational structure at Gong and the importance of design partners in their product development process.Want to discover how to harness AI to improve your sales processes and drive significant growth? Tune in to gain actionable insights from Eilon’s experience at Gong.You’ll hear us talk about:10:31 - Prioritizing Seller-Centric ValueEilon discusses the importance of emphasizing value for the end user, the salespeople, rather than just delivering organizational value. This approach has been critical to Gong’s success, helping build a product that sales teams love and rely on.13:50 - Implementing a Customer-Centric StructureLearn about Gong's unique pod structure, where product managers work closely with numerous design partners to receive continuous feedback and refine the product. This approach ensures that customer needs are always at the forefront.26:54 - Embracing AI in Product ManagementEilon provides advice for product managers on how to integrate AI into their work. He emphasizes the need to practice and understand AI capabilities to effectively incorporate them into product offerings.Episode resources:Eilon on LinkedIn: https://www.linkedin.com/in/eilonreshef/More about Gong: https://www.gong.io/Work at Gong: https://www.gong.io/careers/Liveblocks: https://liveblocks.io/Timestamps:00:00 Coming Up00:47 Intro02:51 Dear Melissa06:34 Eilon’s Intro & Gong's Founding Story10:31 Empowering Sales & Key Lessons22:08 Vision for AI & Its Impact on Sales31:41 Working with Design Partners & Beta Testing42:03 Reflections on Product Leadership
Successful product management isn’t just about training the product managers who work side by side with developers everyday to build better products. It’s about taking a step back, approaching the systems within organizations as a whole, and leveling up product leadership to improve these systems. This is the Product Thinking Podcast, where Melissa Perri will connect with industry leading experts in the product management space, AND answer your most pressing questions about everything product. Join us each week to level up your skillset and invest in yourself as a product leader.
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