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How do you break down responsibilities and KPIs between Demand Generation and Product Marketing?

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2 Answers
  1. Kayla Rockwell
    Kayla Rockwell

    Databricks Senior Group Manager, Demand Generation • 3y

    There will likely be a crossover in a few KPIs between DG and PMM. This however is not a bad thing, it ensures your PMM counterparts are invested in making sure GTM activities are successful. For example both groups might take an opportunity target. For DG this is our bread butter. For PMM it helps drive behavior around not just putting assets and programs into market but marking sure they are helping to drive quality leads all the way through the funnel. PMM will likely focus on, to name a few: ...Read More

    2,964 Views
  2. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    The KPIs and responsibilities between demand generation and product marketing tend to get a bit blurred depending on your business model. I’ve noticed this most often with product-led growth (PLG) and growth marketing. I believe the reason for this is because a customer’s journey is not linear; we tend to have responsibilities that are for the purpose of having defined swim lanes which is also helpful. I’ll respond to this question from a PLG perspective. Product marketing KPI examples: Feature ...Read More

    328 Views

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