Eliav Moshe talks holistic product management at AutoLeadStar

Eliav Moshe, director of product at AutoLeadStar, has a different way of doing things than many product leaders in tech startups do. Pretty much every product feature that Moshe designs starts with an interactive mockup that he designs and codes himself to get feedback from his brain’s trust before investing in the right implementation.

Although his company’s platform is an automated marketing solution for car dealerships, Moshe has no previous experience in the automotive industry. To ensure you get the most out of his product introduction, he regularly communicates with existing and potential customers to better understand their pain points and how product improvements can help.

Moshe also frequently consults with stakeholders in the automotive world and beyond on product engagement measurement, data integration, conversion optimization, and mobile-centric development.

Meanwhile, AutoLeadStar has seen a lot of growth over the past two years. As the customer journey shifted online during the pandemic, the demand for marketing automation in the sector has skyrocketed. By the end of 2020, the company had doubled subscription revenues and hired 26 new team members.

I sat down with Moshe to talk about his unusual approach as a CPO, which he calls “holistic product management.” Moshe believes this approach was instrumental in the success of AutoLeadStar.

Let’s start by giving you some background information. Who are you and how did you start?

I thought of myself as a software developer from a very young age, ever since I first learned to program as a teenager, and this seriousness means that other people take me seriously too. My official career as a programmer started when I was only 18 years old and was hired by a non-governmental organization for their project.

After that, I worked as an independent developer and owned several iOS apps that held leading positions in key app store categories in the early days of the smartphone ecosystem. I have a traditional education – I studied at the Hebrew University in Jerusalem – but when I was working on my master’s degrees in education and mathematics, I knew that I was moving away from my dream. So it was kind of a relief for me when my co-founder of AutoLeadStar invited me to join this journey.

AutoLeadStar started out quite simply by optimizing car dealership sites. But I knew we could do more. Understanding our clients is a real challenge, but once we started investing with our core partners and clients, we began to understand where the problem really was and how we could help.

AutoLeadStar is now a platform that serves the entire digital marketing funnel across communication channels and integrates with many dealer-side systems.

This is amazing. How does holistic product management fit into this picture?

I will start by emphasizing that as a management team, we are not experts in the automotive industry. We chose the automotive niche simply because we knew there was great opportunity in that space, because dealers were five or more years behind in digitizing the customer journey, and we knew we could make a huge impact.

Since we are not car dealers ourselves, we need to have eyes and ears to make sure we really listen to our customers. We can’t just create features that we believe will solve dealer problems – we need to deeply understand the landscape of problems our customers face and create a comprehensive solution that will help them best.

I have experience where I have controlled every element of the applications that I created from a very young age, and still work like this. In the end, I entrust the coding and integration of features to other key team members that I am very dependent on, but when I have an idea for a new feature after talking to car dealers, it always starts with a layout that I develop before MVP. code, share and get feedback – all on your own.

For me, holistic product management is the idea that a product is more than just a set of features. AutoLeadStar offers several different elements that can help our clients, but for my work to be done, all of these features should be viewed as a single, complete, complete solution.

It’s not just that function X can solve problem X, and function Y can solve problem Y. Given how all these elements interact with each other, function X can not only solve problem X, but also help make function Y more efficient. versus problem Y. This is the easiest way to explain it.

This seems to have real implications for the way you run your business.

Absolutely. A holistic approach means that I always have a complete understanding of the company and the problems our clients face. Despite the fact that I understand in detail the individual features and proposals, I always remember how they fit into the big picture.

This means we are better able to be flexible and expand. The market is constantly on the move. By actively listening to the opinions of our customers, we do not get bogged down in an arms race. We can grow to organically meet their needs.

This also means that we constantly return to our customers as the center of our business. We are in constant dialogue with our clients to make sure we don’t create useless features that don’t fit into a wider spectrum.

How do your customers benefit from your approach to product management?

There is simply no better way to manage a product. Our clients are not distracted by various functions that may or may not solve their problems – they are fully aware of how each element works to their advantage, individually and as a whole.

Our platform consists of several separate modules that interact with each other. We have Acquire – a traffic collection element. Connect is responsible for the interactions on the site.

Finally, Nurture (which we are launching soon) will provide email solutions. All of these functions serve different functions, but by using them together and using data as a common point, our customers end up with a product that is greater than the sum of its parts.

With a holistic approach to product management, our customers can leverage the data that underpins our solutions. Of course, intuition is important for determining direction, but when it comes to details, we are always referring to data.

It looks like holistic product management is your cornerstone philosophy. What else affects the way you work with AutoLeadStar?

True to holistic product management, all my core beliefs are part of the same aspiration. I believe our role is to use technology to address societal pain points and create opportunities. I believe we have a responsibility to help these independent companies thrive in the digital space. And I believe in sharing knowledge and collaborating with innovative people and companies.

They boil down to a single overarching idea: this technology is best when it helps those who need it most. This is what I do with AutoLeadStar every single day.

Categories Latest

Leave a Comment