Uri Kogan

Uri Kogan

VP Product Marketing, OnPlan

Content

Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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. Product knows the product so well, it's very easy for them to get lost in the nuances and intricacies of how different features mi......Read More
752 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 giving your most important customers the feeling (and reality) that they are being heard not just by a CSM or a sales rep, but......Read More
745 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 PMMs and what we do — how we connect the market to the goals of the organization, and the product back to the market. That hel......Read More
717 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 communicate to prospects and customers is the best way to articulate that. I like to work backwards from this, and ask myself, ......Read More
594 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 positioned part of the business to be a voice for segments of the market and the future customers that don't already have a voice in ......Read More
583 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 close to a select few, who have taken over the roadmapping process for their own needs. I'd encourage you to try to translat......Read More
538 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 ways two segments are different that it becomes evident that serving both isn't practical. For example, let's say your product so......Read More
472 Views
Uri Kogan
Uri Kogan
OnPlan VP Product MarketingMarch 4
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 that didn't go as perfectly as everyone hoped, have a conversation with them about some of the challenges that, easy to see in......Read More
443 Views
Credentials & Highlights
VP Product Marketing at OnPlan
Product Marketing AMA Contributor
Lives In San Jose, CA
Knows About Analyst Relations, Influencing the Product Roadmap, Customer Research, Consumer Produ......more