AMA: BILL Head of Product Marketing - Accounts Payable and Developers / Partners, Charles Tsang on Product Marketing KPI's

The short answer on the 2nd part of the question, is that it 100% can change depending on organization.  A few factors that might influence structure include GTM motion (PLG vs. sales-led), size/stage, structure of Marketing / Sales / PM.  For my team, it’s essentially two dimensions.  PMMs are mapped against two things: Audience (this enables us our PMMs to build deep levels of understanding of the specific segments of the audience, their pain points, and buying behaviors).  An added benefit of ...Read More

There might be something else I’m missing in this question, but I think this is one of those things where you can pose the question to sales to define the ask and jointly prioritize.  For example, if sales is requesting new collateral, or new types of topics to cover, get really clear with them on what level of depth they have in mind (and why!).  Then make the trade offs really clear, especially when there is an opportunity to go broader, and create a forum to discuss how to prioritize across a ...Read More

This is a fascinating question.  TBH I kind of feel like there’s a question behind the question or some context that isn’t being shared explicitly here.  I assume it’s likely centered on how to manage the chaos that comes with high-growth environments. So I’ll do my best to tackle it from that angle. First, IMO, the answer to the first part of the question is “Yes.”  For the second part of the question, I think there are tradeoffs (or considerations if you want to think about it this way) On the ...Read More

Here’s a hot take.  Don’t.  Don’t try to force attribution.  From my time working in PMM, I’ve been exposed to and involved in frequent debates on how to drive some sort of hard attribution on PMM work relative to core business outcomes (e.g., customer acquisition, revenue, etc.).  These debates are healthy, because it forces a discussion on “are we working on the right things” and “how do we know if they work?”  That said, they have the potential to devolve into unproductive exercises to try to ...Read More

It depends.  But one simple way to think about it is inputs / outputs (or leading vs. lagging).  Let’s say you’re trying to develop KPIs associated with new product messaging strategy work.  Quantitatively measuring the “input” side of this work might look like message testing to assess the “quality” of the strategy and how much it might resonate with audiences.  On the “output” side, this work would typically flow into some GTM motion (e.g., a campaign), so you could assess the quantitative val ...Read More