AMA: Veeva Systems VP of Product Marketing, Katie Duzan (O'Brien) on Market Research

May 21 @ 10:00AM PT

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👋 Katie Duzan (O'Brien)

Hi everyone, I'm Katie Duzan (O'Brien), VP of Marketing @ Veeva Systems. We deliver enterprise software for the life sciences industry. I've held product marketing roles for 15 years. For the past 3 years, I manage all global marketing roles (including product marketing) for the Clinical Data business at Veeva.

• 👋 I'm based in Texas
• 💬 Ask me about enterprise software product marketing, leading product marketing teams, and building your product marketing career

How and at which GTM stage do you go about collaborating with finance/billing teams to set up new feature SKUs and pricing?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

This really depends on the size of your company and "layers" to set this up.But, in general, I start as early as possible -- like 3-6 months before launch. I let finance ...

1470 Views

1 request

How can a solo PMM scale market research?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

Honestly, either ruthlessly prioritize or get the help of a market research consultancy. But, don't underestimate the time it takes to get outside assistance.I think it w...

667 Views

2 requests

Can you walk through the process you use to gather feedback from the market (both industry and clients), identify the top points, and share that with stakeholders?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

In general:Start with what you want to DO with the feedback (once you have it later). Data gathering will only be as useful as what happens with it. So, start with the en...

1331 Views

2 requests

What is the best place to start with research in general, including market and industry trends, as well as how to pursue competitive intelligence?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

In general, the best place to start is figuring out your scope. Start with the business need. What do the business most need to know now? What will the business do with t...

706 Views

2 requests

How do you prioritize data and also share effectively for learning across the business?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

Write your press release headline for the data. What's the story? Net it out. Then, what are the supporting points for that story? That's important for credibility and de...

844 Views

2 requests

What is the best approach to get feedback on a new Minimum Viable Product (MVP)?

Katie Duzan (O'Brien)•

Veeva Systems VP of Product Marketing • 11mo

This answer really depends on your company's operating model. If you are in enterprise software, then the best approach would be to go to the beta or early adopter custom...

1665 Views

3 requests