Uri Kogan

Uri Kogan

VP Product Marketing, OnPlan

AMA's

Content

Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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...more
Uri Kogan
VP Product Marketing
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 ...more
Uri Kogan
VP Product Marketing
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, ...more
Credentials & Highlights
VP Product Marketing at OnPlan
Product Marketing AMA Contributor
Lives In San Jose, CA