AMA: AppZen Former VP Product Marketing, Uri Kogan on Influencing the Product Roadmap
March 3 @ 10:00AM PT
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What template do you use when pitching customer/prospect priorities to Product leadership?
We have data points and a long backlog of features that need to be prioritized to help us win. I'm struggling to consolidate it into a consumable format for product to digest and decide
From my experience, it's usually product that is doing much of this prioritization, rather than PMM. What I've seen that PMM can do to help is two-fold: 1. Themes. Produ...
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In B2B SaaS, the roadmap is an important sales tool. Buyers aren't just buying a tool, they're buying into your company's strategy for the future, and the roadmap you com...
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What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
I have seen it go both ways. It really depends on the relative strength of the product and product marketing teams. Product marketing, though, is probably the best positi...
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How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?
They want to convey 20+ features to the public when we should only focus on top 3-5 features then figure out what the true benefit is to the end user.
Based on the question, it sounds to me like your product management team isn't thinking very strategically. Perhaps they're not close enough to customers, or they're too ...
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This can definitely be a challenge, depending on the relationship between PM and PMM. There are a number of approaches that can help. 1. If you have had a prior launch t...
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This is such a great question. It's not easy. The best way, which is not always (rarely?) possible, is to have enough knowledge and market intelligence to identify the wa...
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This is an interesting one. In my last company, I joined as the first PMM. In my first meeting with the product team, I spent a fair bit of time explaining the role of PM...
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What role should a customer advisory board have in influencing your product roadmap, and why?
Product marketing owns the customer advisory board but product management owns the roadmap.
A customer advisory board can be a great way to capture high level roadmap feedback from your most important customers. But to my mind, it's main value lies elsewhere: in...
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