AMA: Typeform Chief Product Officer, Aleks Bass on Product Management KPI's

PSA: This perspective comes from a product-led growth company, where KPIs are embedded into how the business operates. In this environment, becoming KPI-driven isn’t about adding dashboards; it’s about changing how people think, make decisions, and communicate impact. 1. Start with clarity Telling a team to “be more data-driven” is rarely helpful. It signals a lack of specificity about what kind of data capability you actually want to develop. The first step is to get clear on your goals. What k ...Read More

PSA: This perspective comes from a product-led growth company where value is measured not just by usage but by how deeply a product integrates into a customer’s workflow and delivers sustained impact. Most product teams track engagement, usage, or satisfaction. Those metrics are useful, but they are surface-level. The KPI I see most often missing is contextual value - understanding how what we’re building changes the customer’s workflow, drives measurable improvement, or differentiates us from c ...Read More

PSA: This perspective comes from a product-led growth company, where the product itself plays a central role in acquisition, activation, and retention. In more sales-led or enterprise contexts, ownership may look different, and that’s okay. The key is aligning accountability to influence within your model. Research and Data define the ICP. The rest of the organization (Product, Product Marketing, Marketing, Sales, and Customer Success) continuously refine it based on real customer behavior and f ...Read More

PSA: This perspective comes from joining product organizations that already had traction but lacked structure. The job of the first PM isn’t to bring order for its own sake, it’s to solve the problems that made hiring a PM necessary in the first place. 1. Start with alignment, not process Before you introduce tools, frameworks, or ceremonies, align on why you were hired. What pain points or opportunities drove the decision to bring in a PM? Is the company struggling with prioritization? Are deci ...Read More

PSA: This perspective comes from a product-led growth company, where teams own outcomes end-to-end, from user perception of value to measurable business impact. In more sales-led or enterprise contexts, accountability may look different, but the principle of aligning responsibility to influence still applies. When we define metrics for product managers, we look across three dimensions: 1. Perceptions of valueSatisfaction, ease of use, and whether the product delivers meaningful value to the user ...Read More