First 100 days in a job quite important. The First 100 days are your opportunity
to ask questions, make some bold moves, build trusted relationships, and set the
tone. I would focus on the following things:
Build a solid understanding of your industry and target market: As a PMM, you
need to b...more
For sales cycles that are "long" 18 months+ what KPIs do you recommend product marketers use to determine ROI / impact / influence on the deal. Industry context: enterprise healthcare IT software
That's would be a tough problem if you are trying to understand the impact on
one deal over a period of 18 months. I would flip this on its head and instead
try to focus on measuring pipeline progression and map it to product marketing
Let's say your sales funnel is a 6 st...more
What are good OKRs for product marketing
I would like to know what metrics are used to measure PMM and what does good look like
PMM is about product and sales success so your OKRs should align with company,
CMO and product OKRs. However, I think these 3 serve as a good
"PMM OKR template"
1. Build a POV and become the hub of market intelligence: Think of this as all
PMM programs: Competitive intel, Voice of Customer...more
How do you break down responsibilities and KPI's for product launches between demand gen and product marketing?
A simple answer to this is that as a PMM, you are responsible for product
launches and the GTM strategy around those launches. So, you will ultimately own
all launch metrics. However, things like Pipegen, ACV/Revenue, Traffic, SOV etc
are shared with your demand gen and content stakeholders.
What is an important KPI that you see product marketing teams completely missing?
Adoption. Adoption. Adoption.
PMMs think of launches as the big day. In reality, it's just a milestone if your
product's lifecycle. Don't settle on traffic/clicks etc as your launch metrics.
Think about launch success 3-6 months from the launch date. This is where
measuring product adoption h...more
Any strategies for developing gold-standard customer testimonials / value case studies?
Learn from the best in the industry. I love the customer marketing from the
1. Salesforce - unbelievable focus on customers! Look at the trailhead, attend
Dreamforce if you can
2. Gong - I like how they call out specific outcomes and challenges
3. Adobe Experience Maker A...more
What would you rec highlighting in prod mar portfolio? Writing samples? Case studies? What would make a candidate stand out to you? Thx!
Please add the "why" behind why you chose to take on new initiatives. I often
see marketer proposing solutions that are searching for a problem. So, always
start with Why and how your work aligned with the company/marketing/PMM north
start. Then mention the results.
Example: It's great that y...more
How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)
Why split? Make feature adoption a shared metric between PMM and PM teams. This
is an important metric for both teams. I would use this metric pre-launch to
really understand the target market segment, to set the baseline, and to define
post-launch target. Post-launch, evaluate how the needle mov...more