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Sarah Khogyani
Head of Product Marketing, Cloud, Coinbase
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Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
Product Marketing OKRs are really important to keeping teams focused on driving the most impact for the company. At a Product Marketing OKR level, it often depends on what the company goals are for that particular time period. If the company is going after a new market or focusing on customer ret......Read More
5860 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
First, I listen. It's important to understand in depth why these needs/deliverables are being asked of Product Marketing. What is the underlying problem? How can Product Marketing solve this? Then, I assess company goals and revenue by product. The Product Marketing function is meant to suppo......Read More
1650 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
As a strategic partner on the product team, I believe PMMs should be involved throughout the product development lifecycle. For larger initiatives at Lyft, PMMs create 'Market Requirement Documents' or MRDs that are meant to serve as input to the PRD. This helps gain alignment on market insig......Read More
988 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
There are a few reasons I typically observe for why PMMs engage in Marketing before the product is ready for GA (general availability). If there's an alpha/beta stage, PMMs are working on tailored communication to drive success and learnings from those early customers. If the sales/deal cycle are......Read More
974 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
I view the role of PMM as a strategic partners to product management, and it's important to have this frame of mine when approaching product teams with learnings. Product Marketers are the voice and champion of the customer throughout the product development process. The best way I've found to do......Read More
966 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align with product partners on shared KRs or KPIs at a high level. Beyond that, I would suggest gaining this alignment at the PRD an......Read More
940 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
Communicating customer and market learnings to product teams is something that happens throughout the product development lifecycle. In terms of medium/format, it really depends on your team's work style. I suggest adapting to the product team's style, so if they prefer docs and silent reading, t......Read More
934 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
The answer here is investing in the relationship. A PM is a PMM's primary strategic partner in most cases. I advise my team to prioritize the weekly 1:1s or coffee chats. It's important connect at the human level, by being curious about personal and non-work parts of their life. A healthy working......Read More
830 Views
Sarah Khogyani
Coinbase Head of Product Marketing, Cloud • May 25
I mentioned the MRD in previous answers, which I think is great at informing individual projects or initiatives. At a higher strategic level, I find that Product Vision docs are valuable at helping PMMs, PMs and other cross-functional partners align on the multi-year vision for the product. Havin......Read More
702 Views
Credentials & Highlights
Head of Product Marketing, Cloud at Coinbase
Formerly Lyft, Atlassian
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Establishing Product Marketing, B2B Product Marketing KPI's, Product Marketing 30/60/......more