AMA: ActiveCampaign Senior Director of Product Management, Veronica Hudson on Product Management KPI's
November 14 @ 9:00AM PST
View AMA Answers
ActiveCampaign Senior Director of Product Management, Veronica Hudson on Product Management KPI's
Top Questions
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
This is not a single KPI, but often in the past, I've seen KPIs set that are not tied back in any way to broader business goals. For example, if a product manager on my team came to me and said, "My KPI for this product launch is 30% adoption in the first month." My first question would be, "H......Read More
367 Views
2 requests
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
This has been a hot topic on my team recently. I think the default answer for many is that PMs own all of the metrics around a feature launch, including adoption. However, I believe that Product Marketing and Product need to be incredibly close partners on adoption KPIs, with each partner measuri......Read More
361 Views
2 requests
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
Create forcing functions that will encourage KPI creation and analysis throughout the product life cycle. Here are some ways I've had success in doing so: * I've found OKR exercises to be incredibly helpful in orienting teams around KPIs. As you set those Objectives, you have to also underst......Read More
375 Views
1 request
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
Bringing engineering into KPI discussions is a must for any Product Org, especially when we are considering key B2B business metrics like churn and retention. I think product managers can often get caught in the trap of only considering which new features are going to drive the business forward a......Read More
373 Views
2 requests
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
Maybe this is controversial, but I believe KPIs should be hypothesis-oriented with an eye towards learning what is and is not working to move the needle on an overarching business objective rather that just a random number we think might mean...something? Let me give an example here. Say we ar......Read More
353 Views
1 request
Veronica Hudson
ActiveCampaign Senior Director of Product Management • November 15
Every KPI exercise should start by asking, "What are the direct business outcomes we hope to move the needle on with this intiative?" So often I see KPIs focused on something like pure adoption metrics. Ok great, we want people to adopt this feature but WHY do we want them to adopt it? * Do ......Read More
393 Views
2 requests
Upcoming AMA's
Show All