AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Product Marketing KPI's

First, identify the main business metrics that your company has established and then tie product marketing metrics that directly impact them. This short list (may be only 3 or 4) are the ones you want to make sure are clearly identified, understood, and reported on. For PLG they might be: Product activations; Product purchases; Customer churn. For sales-led they could be: Marketing-influenced pipeline; Average deal size; Win rate. Depending on your business and how product marketing works within ...Read More

This varies a lot by company, but for the most part, product marketing metrics should tie closely with business metrics such as revenue (bookings, MRR, ARR, etc.), pipeline (opportunities created, dollar value of opportunities, etc.), and product (signups, trials, usage, etc.). Product marketing at PLG companies tends to track metrics related to product activations, product usage, and churn. For sales-led orgs the metrics are related to revenue and pipeline with additional metrics for sales perf ...Read More

There are several indicators companies can use to measure and prevent churn, but many factors will influence the best ones for you such as whether your business is a PLG or sales-led, if your product is freemium, whether your company is an early stage vs late stage startup, and more. But basically, consider the following: Customer health score: This tells you whether a particular customer is happy or unhappy with your company and may be a leading indicator of churn. This score is typically a for ...Read More

Your influence as a PMM varies drastically across departments. For a traditional B2B sales-led organization, for example, it may include competitive win rates and deal cycle times for the sale department; placement in analyst reports for the marketing communications team; the number of deals sourced by partners for the partner marketing team, as some examples. Identify the core business goals at your company, and which department drives them. Then, look at how product marketing works with those ...Read More

Goal setting and performance indicators can vary based on the methodology your company uses. For some, the OKR method drives all goal-setting and KPI formulation; for others, it will have a different set of attributes and hierarchies. Regardless of what method you use to design the core indicators for the business, in most cases, the individual 'indicators' or performance metrics will follow a SMART way of writing them (specific, measurable, achievable, relevant, and time-bound). Another good fr ...Read More

Many of your KPIs will be tied to business metrics which will in turn be tracked based on sales data, financial data, and more. If you are at a larger organization, you may have a data science team that uses business intelligence tools such as Tableau, Power BI, or similar and they can pull in data from multiple data sources to create dashboards to track your KPIs. If you work at a smaller organization, you may need to cobble together KPI's from different systems and put them all in a page (Conf ...Read More

Each company, depending on their growth stage, will want to use product launches to drive different aspects of the business. Having said that, consider the following: New product signups; New revenue coming from the specific features or product launched; Expansion revenue coming from the launch; Competitive win rates; Placement in analyst reports; Churn rate. Not an exhaustive list by any means, and as I mentioned before, it all depends on what the launch is about (new product, new features, etc ...Read More