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How different are the product management KPIs from the product marketing KPIs?

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2 Answers
Product Management vs Product Marketing
  1. Kara Gillis
    Kara Gillis

    Cortex VP of Product | Formerly Splunk, Deloitte • 1mo

    PM and PMM KPIs share the same eventual outcome - revenue - but they measure very different leading indicators along the way. Think of them as two ends of the value chain: PM measures whether the product is delivering value, PMM measures whether the market is receiving it. PM KPIs tend to be in-product and customer-behavior focused: Adoption (DAU/MAU, feature adoption rate) Time to value / activation Retention and churn Conversion (free to paid, trial to close) NPS or CSAT tied to whether the JT ...Read More

    379 Views
  2. Julian Dunn
    Julian Dunn

    Chainguard Senior Director of Product Management • 4y

    In general, PM KPIs tend to be further down-funnel and PMM KPIs are further up-funnel. PM's KPIs are about utilization / adoption of products or features, including repeat usage ("stickiness" or "MAUs/DAUs"). PMM's KPIs are about clarity & effectiveness of messaging and positioning, which you can measure with metrics like message pull-through on launches, inclusion in analyst reports, progression through stages in the customer's consideration journey particularly the later ones, etc.

    1,798 Views

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