Product Management Special Interest Group Virtual Meeting 

Adopting a Product-Led Mindset 
June 23, 2022 09:00 AM - 10:45 AM 
Learn what it means for an organization to truly embrace a product-led mindset from processes to organizational design 

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One of the latest buzzwords is "product-led." It is described as a mindset often reflected in how teams are organized to develop and own product development. In other instances, it is used to describe a go-to-market strategy as Product-Led Growth typically for Software as a Service (SaaS) companies. We will clarify what a product-led mindset is and what it takes to adopt and align an organization to support the product and mission. Further, we will explore what adopting a product-led mindset means for the role of the product manager.

Companies that adopt a product-led mindset do everything possible to make their product the best out there. They take on customer feedback and actively create new features based upon what their users are asking for—they're 100% customer-centric.

It starts with building a great product that users love and empowering those users to progress through acquisition, conversion, and expansion while reducing dependence on paid media and high-touch interactions. And while product experience is the focal point, product-led principles apply not only for your product development teams, but also for sales, marketing, support, and any other teams connecting with users and fueling your company’s growth.

Our guest speaker, Bruce McCarthy of Product Culture, will share his work using a Product-Led mindset to bust organizational silos. Many companies find that as they grow, they slow. It seems the more people they hire, the less they accomplish. The reason isn’t laziness or the Peter principle. It’s silos. As departments grow their loyalty shifts from the company as a whole to team they sit with - marketing, sales, finance, etc. Most attempts to increase communication and coordination make things worse, leaving management frustrated and employees disillusioned.

In this pithy talk, Bruce will walk you through real world examples that show:

  • Why most companies hit a growth plateau much too early
  • How internal service teams slow the whole company down
  • How (ironically) planning and coordination make dependencies worse
  • How to organize teams to results rather than work
  • Establishing company-wide culture and practices

Our second guest speaker, Joe Ghali of the 280 Group, will share how principles of Product-Led Growth that are being adopted by mature companies as their product teams shift their focus to customer outcomes and new methods of engaging customers.

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Agenda Items:
9:00 AM Welcome and Opening Remarks
9:10 AM Member Networking
  An opportunity for you to meet a few of your peers before the presentation. No cheesy exercises. This is a chance to build your professional network and share what you are looking to learn from today's event.
9:25 AM Guest Presentation -- Busting Silos with Outcome Teams
  Bruce McCarthy, Founder of Product Culture, will share a case study of a client he is working with in the adoption of product-led growth.
10:00 AM A Brief Overview of Product-Led Growth -- A Shift from Product Features to Outcomes
  When people mention "Product-Led Growth" often the first thing that comes to mind is the "freemium" model used by SaaS software companies like Dropbox, Slack, or SurveyMonkey. That's were PLG started but the framework is much more than that. PLG is a shift in the mindset and often the organization for how products are developed and managed. Joe Ghali of the 280 Group will share his perspective working with organizations adopting PLG practices.
10:25 AM Breakout Group Discussion
  This is where the magic of the day happens. In small groups this is your chance to share important takeaways, seek clarification, and hear what others found helpful.
10:40 AM Wrap-Up
10:45 AM Adjourn
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