In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Scott Varner, a Senior Consultant at Clozd. Scott manages win-loss programs to help enterprise organizations systematically and helps them uncover why they win and lose deals in order to improve win rates. During the discussion, Scott shared how product marketers can win at win/loss analysis, focusing particularly on:What an effective win/loss program looks like,How product marketers can incorporate win/loss into sales,The role of VoC in the win/loss process,How product marketers can get buy-in from key stakeholders when conducting win/loss research,Top tips for analyzing the results of win/loss interviews and how findings can be used to improve a product or service, andThe measures that can be introduced to ensure win/loss takeaways are being shared effectively.

How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

Welcome to the Product Marketing Insider podcast brought to you by the Product Marketing Alliance.
Tune in, and explore the infinite product marketing wisdom of guests plying their trade at the hottest roles in the industry.
NB: Views expressed in this show are not necessarily that of Product Marketing Alliance or its affiliated communities.

Business

Investing

Careers

Management & Marketing

Business News

Shopping

Marketing

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Robbie Ware, Product Marketing Consultant, Platform Partnerships at TransUnion. Fresh off his first year as a PMM, Robbie discusses his transition into the industry, and what he's done to settle into his role having previously worked in digital marketing. In this must-listen episode, Robbie discusses:The nuances of working with partners, and how his role differs from a conventional product marketing position.Transferable skills he's taken from the world of digital marketing and applied to his product marketing position.Ingredients for a successful GTM campaign.How product marketers can establish their product as the MVP in its respective field.Effective ways to secure the support of key stakeholders when planning and executing a GTM plan.Golden pieces of advice for product marketers launching products on a global scale, and how such launches differ from domestic, low-key campaigns.

From the shark in a puddle to a goldfish in the ocean: Lessons from a first-year Product Marketer

Ever wondered what the world of a VP of Product Marketing looks like? Well, in this extra special episode, we've managed to pin down time in the diary of Harvey Lee, VP of Product Marketing at Product Marketing Alliance, who offers an exposé into his life in the upper echelon of the industry. Harvey has over 25 years of experience working in senior product marketing roles for companies such as Virgin, Microsoft, Kaspersky, Avast and Seiko Epson. He has a track record of helping businesses of all shapes, sizes and growth stages find the true value of their product or service. Now, he's offering invaluable insights into a VP role, offering his intel on discussion points such as:How he prioritizes and manages daily tasks and responsibilities?The biggest challenges he's faced as a VP, and how he's overcome them.Methods used to measure the success of product marketing initiatives.How he gathers customer insights and feedback to inform product and marketing decisions.Tips for collaborating with other departments within the company, such as sales, customer success, and finance.A step-by-step walkthrough of a recent product launch you oversaw, from ideation to execution.Tips for managing and developing a product marketing team.

Unlocking the mind of a VP of Product Marketing | Harvey Lee, VP of Product Marketing at Product Marketing Alliance

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Sandeep Bhara, Sandeep Bhara, Fintech Marketing Director. Sandeep is a full-stack marketer, as well as a PMA Ambassador, and in this episode, he discusses: • His experience transitioning from B2C to B2B • Why he pursued a career as a full-stack marketer  • Transferable product marketing skills he's applied in his full-stack role • Managing a team comprising team members situated across different countries and continents • Predictions for the future of full-stack marketing Plus much more...

Lifting the lid on full-stack marketing | Sandeep Bhara, Fintech Marketing Director

In this episode of the Product Marketing Insider podcast, Ana Serrano, Global Product Marketing Lead at Salesforce, joins host Lawrence Chapman, Senior Copywriter at Product Marketing Alliance. In 2022, Ana was included in our list of Top 100 Product Marketing Influencers and has more than 15 years of experience, during which time, she has gained expertise in B2B productivity, collaboration, and CRM solutions across regions and industries. Ana challenges a common assumption that PMMs need to occupy a senior position to lead from the front at their company and shares ways in which product marketers can lead with authority.

Changing perceptions: Why non-senior product marketers CAN lead with authority | Ana Serrano, Global Product Marketing Lead at Salesforce

In this special episode of Product Marketing Insider, GhostRanch CEO Mikey Mioduski sits down with Chris Lynch, CMO at Mindtickle.  They discuss why presentations are so important, how demos have evolved and why they're so hard to nail, packaging and positioning through storytelling, and more. 

How to win at win/loss analysis | Scott Varner, Senior Consultant at Clozd

Download our free app to listen on your phone