Insights from the Airtable Product Management Team
How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)
PMMs should be responsible for KPIs that bring users and customers to the product and through onboarding and activation. Are the materials provided to educate a user leading to activation? Is the onboarding experience good? Are experiments leading to intended results? Once the user has activated,...more
How can PMMs show that they are adding value within the business to the leadership team? Are there any quick / day-to-day tactics that can help to get buy-in from senior leaders?
Stakeholder management is an important skill of all PMMs. If you're actively driving an important program or initiative, there are a few tactics you can try out. 1. Organize, structure, and lead regular "cadence meetings" - For cross-functional initiatives, people often don't want to volunteer t...more
Good OKRs really depend on the business and what the company is trying to achieve. For example, if there's no unified launch process, you may set an objective to develop a launch program. Or another example: you're starting to lose deals to a specific competitor. You may kick off a competitive pr...more
We use OKRs at Airtable and we align OKRs from the top to bottom with an app built on Airtable (of course). Every PMM works on objectives that ladder up to marketing OKRs which in turn ladder up to corporate OKRs. Pretty standard stuff and we find that it works well for us. Not every company work...more
Airtable grows quickly within the enterprise via word of mouth and through natural viral growth. When a team builds a solution on top of Airtable, other teams learn about it and realize they can solve their problems too. If you're asking about standard marketing channels we've seen success in the...more
What do you see as the difference between product marketing and product management? What skills are valued for each?
I see PM and PMM as different sides of the same coin. PMs face engineering, design, and research while PMMs face marketing, sales, and success. PMs are responsible for solving a customer’s problems in a delightful way and owning the roadmap. PMMs are responsible for taking products to market and ...more
Due to the collaborative nature of the Product Marketing role, KPIs can sometimes be hard to attribute directly to Product Marketing success. Do you have recommendations for alternative ways to measure the true impact of Product Marketing?
I agree with this statement. Sometimes when I look at PMM resumes that say something like “Increased sales pipeline by 30%” or “Increased product adoption by 15%”, I’m often skeptical because how much credit can a PMM really take? Did you write all the content? Did you do all the work on campaign...more
This depends on the industry, segment, and target buyer. When I was at AppDynamics marketing application performance monitoring to IT Ops teams, the land could take up to 3-6 months and the expand could take 6-12 months depending on the size of deal. At Airtable, there’s a lot more variability b...more
This is a big question! I’m assuming we’re talking about new product positioning vs re-positioning an existing product. If you’re working on a mature product, it will be very difficult to change the position of that product in the market. For a new product, I would research and consider the foll...more
It really depends on the company you work for, but for product-led sales companies like Airtable, we look at key performance indicators along the entire customer journey. Early in the funnel, we’ll focus on metrics like sign up and activation because we want to ensure people who find Airtable are...more
Airtable Product Management Leaders
Head of Portfolio & Engagement Product Marketing
Enterprise and Platform Product Marketing Lead