How do you coordinate and work cross functionally with the product marketing team to create commonly shared KPIs?

Great question.  To create a powerful partnership between Product Marketing (PMM) and Product Management (PM) it's essential for you to have a common set of KPIs that help you understand whether your work is generating the intended results.  Warning: For this to work best, it's great for these KPIs to be established as early as you can in the product lifecycle. PMs who wait until the last-minute (think 1-2 sprints before a feature/product will be released) risk not getting the most from this par ...Read More

See question: “What are good OKRs for product management?” for a general introduction to the topic. See question: “How do you approach setting crisp KPIs and targets for Engine features and linking them to your topline metrics?” for my step by step process for realistic OKRs. As part of this process, the fourth phase is about aligning organizations for execution excellence. At this point you should have alignment at senior leadership level on strategic priorities and related investments, plus an ...Read More

Product teams that don't have strong collaboration and communication with the product marketing team fail to deliver a delightful customer experience. These siloed product and marketing departments that do not work together result in failed customer expectations. Marketing teams without having proper knowledge of actual product capabilities will end up building messaging and running campaigns that either overpromise or underpromise products to the customers resulting in mismatched customer expec ...Read More

A seamless way to created Shared KPIs would be to blend and work together on building features. While defining say a PRD, work with Product Marketing team to create a 1 pager on how to market the feature and why it is important to build the feature. This ensures, we have buy in from both teams - one who wants to build a feature and also on one who ultimately is responsible for marketing the feature that the right problems are picked and being addressed by the teams. This also allows for the team ...Read More