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How do you interact with marketing as a growth product manager? How do you split/share KPI’s?

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3 Answers
Growth Product Management
  1. Sreenath Kizhakkedath
    Sreenath Kizhakkedath

    Uber Uber Head of Growth Programs, Riders • 4y

    Marketing and growth product managers work closely in a collaborative and well-functioning organization. Marketing focuses more on the Go-to-market activities, campaign management, customer journey, acquisition campaigns, etc.  Their key metrics are revenue and cost of customer acquisition. The growth product manager shares these KPIs with marketing. The product manager gathers insights from these campaigns and works closely with engineering to build product capabilities that accelerate growth. ...Read More

    1,648 Views
  2. Ruchi Aggarwal
    Ruchi Aggarwal

    Former BILL Director, Product Management - Payments • 3mo

    Marketing and growth PMs are complementary, not competing. Marketing typically owns the top of the funnel, bringing users or potential users to the surface through awareness and acquisition. The growth PM picks up from there, focusing on activation, retention, and engagement once users are inside the product. In terms of KPIs, a natural split looks like this: Marketing owns: traffic, leads, signups, cost per acquisition Growth PM owns: activation rate, feature adoption, retention, and expansion ...Read More

    377 Views
  3. Nicolas Liatti
    Nicolas Liatti

    Adobe Senior Director of Product Management, 3D Category • 2y

    Marketing is a key partner, and the mistake is to want to split KPIs between teams. I am a big advocate of shared KPIs for team + stakeholders. It's really more about alignment and discussions - and it's different in every teams - rather than applying a framework.

    690 Views

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