AMA: Samsara Head of Product Marketing, Suyog Deshpande on Product Marketing KPIs

Product Marketing is about product and sales success so your OKRs should align with company, CMO and product OKRs. However, I think these 3 serve as a good  "PMM OKR template" 1. Build a POV and become the hub of market intelligence: Think of this as all PMM programs: Competitive intel, Voice of Customer, Analyst Relations,  2. Bridge the gap between product and sales: Product launches, sales enablement, technical and release marketing, Roadmaps, CABs 3. Win in your core market: Your ranking, Cu ...Read More

First 100 days in a job quite important. The First 100 days are your opportunity to ask questions, make some bold moves, build trusted relationships, and set the tone. I would focus on the following things: Build a solid understanding of your industry and target market: As a PMM, you need to bring unique perspectives to the table. PMMs are fortunate that they get to interact with customers, sales, analysts, product managers and gain insights about competitors. In the first 30-60 days, I will foc ...Read More

A simple answer to this is that as a PMM, you are responsible for product launches and the GTM strategy around those launches. So, you will ultimately own all launch metrics. However, things like Pipegen, ACV/Revenue, Traffic, SOV etc are shared with your demand gen and content stakeholders.  In addition, some metrics you could focus on as a PMM are -  New product/feature mentions in sales calls: Tools like Gong help you search keywords and add filters. It's not hard to see how many times your s ...Read More

Why split? Make feature adoption a shared metric between PMM and PM teams. This is an important metric for both teams. I would use this metric pre-launch to really understand the target market segment, to set the baseline, and to define post-launch target. Post-launch, evaluate how the needle moves on this metric. If you are doing this in your company for the first time, this could start interesting conversations. Depending on the root cause analysis, PM and PMM will own different metrics to mov ...Read More

Please add the "why" behind why you chose to take on new initiatives. I often see marketer proposing solutions that are searching for a problem. So, always start with Why and how your work aligned with the company/marketing/PMM north start. Then mention the results.  Example: It's great that you wrote an e-book, but why did you do an e-book instead of a webinar? What was the outcome? How it helped the company drive certain goal.  Some guidelines on what to include:   1. Include different formats ...Read More

Adoption. Adoption. Adoption.  PMMs think of launches as the big day. In reality, it's just a milestone if your product's lifecycle. Don't settle on traffic/clicks etc as your launch metrics. Think about launch success 3-6 months from the launch date. This is where measuring product adoption helps. It's really easy to miss adoption (mostly because it's hard to track or there aren't any standard processes to track it). So, take the ownership, find a model to define adoption metric and start track ...Read More

That's would be a tough problem if you are trying to understand the impact on one deal over a period of 18 months. I would flip this on its head and instead try to focus on measuring pipeline progression and map it to product marketing work.  For example: Let's say your sales funnel is a 6 stage funnel. Start by understanding the current health of your funnel. Analyze data from the last 3-4 years to see where the which stage do the opportunities are stuck for the longest. For example, let's say ...Read More