AMA: Canva Ecosystem Marketing Leader, Indy Sen on Product Marketing KPI's

The best way to think about it is across each funnel stage. Top of funnel: You want to measure and quantify whether your messaging resonates in the marketplace. The best way to measure this is through your PR channels and specifically at the time of a product launch or big initiative to see if your messaging has generated the awareness you wanted it to. At Google, we had this metric called "messaging fidelity," where we counted the number of coverage pieces that quoted our value props and messag ...Read More

Great question. When working at a startup, and especially as the first PMM hire, you want to make sure you can add value in quantifiable ways, while not signing up for too much or making yourself vulnerable to scope creep and/or unreasonable expectations. Clarity on what you own and what you can affect is critical to your success. What you own: Executing successful product launches, complete with delivered bill of goods as stated, and on time. This includes messaging primitives such as positioni ...Read More