Virgilia Kaur Pruthi (she/her)

AMA: Microsoft Principal Product Manager, Virgilia Kaur Pruthi on Product Management KPIs

February 01 @ 10:00am PST

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Top Questions
What is an important KPI that you see product teams completely missing?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Interestingly enough I see two trends in the types of KPIs product teams miss.  1) Aligning with the larger's organization or business goals - Ensuring that your product roadmap is actually impacting the success metrics (OKRs, KPIs) of the business itself is critical to knowing if you are invest...more
How would you change a product team/organization to be more KPI driven?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
What a terrific question! This is one takes time and depending upon your organization will require patience. The best way I have learned, is to ask "why" a particular feature is being prioritized, and the "impact" it is bringing to the customer. The best way to create change is to start with you...more
How do you define and set SLAs with engineers?
I'm currently struggling to define checkout error rates for our e-commerce platform. We're currently at 1.5%. Personally, I think it's too high. However, I have nothing to substantiate my opinion.
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
I would recommend first building a relationship with your technical lead/engineering counterpart. Have them show you how your e-commerce platform (or product area) works end to end, from the backend perspective. Make sure that you first understand the end to end flow and specifically the systems ...more
How do you break down responsibilities and KPIs for product launches between product management and product marketing?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
If you are lucky enough to have a PMM partner, then I would create a very transparent RACI chart which showcases who is: R - responsible A - accountable C - consulted I - informed  about the various pieces of work. In my experience, depending upon the size of the team/company roles and respo...more
What are good OKRs for product management?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
This could really range based upon the company, your users, your target goals, where you are in your business lifecyle, etc. The most basic ones are: acquisition, activation, retention, revenue, referral You could also be measuring customer lifetime value.  Again this will really depend upon w...more
What's your process for figuring out what metrics to hold product management accountable for?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
This is a hard one as I am sure there are a ton of layers to unpack here. Whenever there is a question around metrics, I would first look to the customer and understand what customer pain points your product area is solving for. Then see how those needs and your business goals align, and how your...more
How should product split feature adoption KPIs with the product marketing team?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
It really depends on what type of business it is. For instance, a product feature or product should be so frictionless that it allows users to onboard (adopt) easily once they are in the experience. Product marketing is responsible for bringing users to that experience. So it is almost eyeballs v...more
I'm sure there will be questions about the best KPIs to track, what are some of the *worst* KPIs for PMs to commit to achieving?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
This could really range based upon the company, your users, your target goals, where you are in your business lifecyle, etc. The most basic ones are: acquisition, activation, retention, revenue, referral You could also be measuring customer lifetime value In regards to the worst KPIs, honestly...more
How do you think about shared KPI’s with your engineering team? And what are ones that product teams often miss?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Product teams in my opinion consist of product, engineering, and design (at a minimum). With that said, product KPIs should always be shared with engineering since what they are building essentially impacts the KPIs of the product in question. All the work that product teams do should always buil...more
I'm working at a start-up, and a first PM hire; what KPIs should I own and not own?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Don't think of it of what you should and should not own. Think about what makes sense to the customers you are focusing on. Then think about where you are in the customer/product lifecycle and product/market fit. What does the overall business care about at this time (e.g. retention vs. acquisiti...more
Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Such a great question! When you first set a KPI especially if you are in a new market and/or in a new product/customer space, it can feel uneasy. The best way I have learned is by setting something and tracking it over time, seeing if there is any measurable change. If not start by marking out th...more
I’m the first PM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Wonderful, congrats! Get into a rhythm by understanding the business/company goals. Then understand how the tech works (look at the customer/user interface first and then make sure you understand how the system behind the UI works). Begin collecting data in a transparent way and share your learn...more
How do product KPI’s change with a self-serve product?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
I'd love to learn more about what you mean by this. In reality they shouldn't change, your customers would just be internal that's all. You could still measure activation, activation, retention, engagement, resolution time, etc. On the other hand, you could measure self help vs. those who still a...more
While working on large and complex projects, how to effectively manage between speed of delivery vs managing and aligning a large number of stakeholders?
Virgilia Kaur Pruthi (she/her)
Principal PM & Product Coach at Microsoft | Formerly Amazon
Creating the right mechanisms to manage your stakeholders is critical to managing up and across. Allowing your stakeholders to stay on the pulse of your product while having access to updates really helps in building trust. Creating mechanisms like brownbag/learning sessions on a frequent basis (...more