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

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:

• Delivering customer references and case studies
• driving product adoption and enablement
• site visitors or web traffic to specific pages or within a target audience
• execute product launches
• various thought leadership items like favorable AR endorsements

DG will likely focus on:

• Funnel performance
• Responses/form fills
• MQLs (quality/quantity)
• Opportunities (count/ $ value)
• Upsell/cross sell

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 engagement and time to value or “aha”
• Conversion rate of sign up to paid
• Upsells
• Downgrades
• Churn

Demand generation KPI examples (these metrics start to fall into growth marketing):

• Conversion rate of sign ups through to retention
• Performance of growth loops
• Revenue
• Customer acquisition cost (CAC)
• Customer lifetime value (LTV) by source

This definitely is not an exhaustive list. While some KPIs do fall further on one end of the spectrum, you’ll also see that there is some overlap and partnership that is required to have a repeatable and scalable PLG model. Be sure to clearly define the overlap and the swimlanes for each.