Sharebird
Sign Up / Sign In
Candice Sparks

AMA: Attentive Director of Product Marketing, Candice Sparks on Product Marketing KPI's

November 11, 2024 @ 11:00AM PT

View AMA Answers

  1. What are the best KPIs to measure for the product marketing department that aren't conversion metrics?

    Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 1y

    There are a lot of KPIs that you can look at based on your stakeholders, product and GTM efforts. There's some always on metrics you should be looking at like win rates, sales content usage, feature adoption, and pre-established launch metrics. Customer Engagement with Product Content Track metrics like average time spent on product pages, completion rates for product demo videos, and engagement with educational content. This can indicate how well the messaging resonates and educates the audienc ...Read More

    4,080 Views
    2 requests

  2. What are the common KPIs PMM should track?

    Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 1y

    Top KPIs I think every PMM should be tracking against:

    Product KPIs:

    • New product adoption

    • Customer churn

    • Onboarding data (how easy is it to get started on your platform and what features are/aren't being adopted)

    • NPS

    Sales KPIs:

    • Sales content usage

    • Win rates

    • Sales velocity

    • Average sales cycle

    • Product upsells/cross-sells

    Marketing KPIs:

    • Launch campaign performance

    • Product page views

    • Content downloads/completion

    • MQLs - are you attracting the right type of audience and is your messaging resonating?

    2,336 Views
    2 requests

  3. Do you have tips on how best to independently get the data to measure KPIs? What are some tools you use?

    Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 1y

    A few different tools I love that most people could familiarize themselves with. Gong - this is a great tool to get insights into how your messaging is resonating, what top objections the field is hearing, insights into your personas and their pain points and more. Salesforce - having a few pre-set reports that you track some of your key metrics allow you to pull updated numbers independently Pendo - this is a great tool to help understand product adoption and usage Internal UI tools - have one ...Read More

    570 Views
    3 requests

  4. What should be the top PMM skills for a solo marketer in a SaaS startup?

    Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 1y

    The best type of solo marketer is one that is willing, flexible and excited about wearing many different hats. You should be a curious problem-solver who enjoys setting the foundation of processes. You are probably very comfortable in ambiguity and appreciate variety in your role. It will also be very important to build cross-functional relationships as you will likely need to do a lot of education around your role and how you can be a partner to different organizations in the company.

    1,029 Views
    2 requests

  5. What teams do you collaborate to get the KPIs? How do you motivate them to work with you?

    Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 1y

    There's a few different teams that PMM needs to partner closely work to ensure alignment and visibility into your key metrics. BI or Strategy & Ops team - they often hold the keys to a lot of important data that will help power your insights and strategies. Revenue Operations - to understand sales metrics like conversions, deal velocity, upsell and cross-sells Marketing - in particular your demand marketing team to understand marketing conversions, awareness, website metrics, etc. Product - ...Read More

    487 Views
    2 requests