AMA: Coda Head of Product Marketing, Beth McGrath on Product Marketing KPI's

Though I think of PMM as being quite different from traditional marketing, I often focus my PMM teams on a relatively standard marketing funnel. Splitting feature adoption KPIs between product marketing and the product team for a B2B self-serve SaaS requires collaboration and alignment on goals. Here's a suggested approach: I think about it in two vectors:  input metrics / leading indicators <-- these most often align closely with a product team  output metrics / lagging indicators <-- the ...Read More

Good PMM work should always be measurable. It’s easy for PMM to become a catch-all for things that don’t fit anywhere else. Without measurement it’s hard to stick to prioritization and drive meaningful impact.  That said, it can be very hard to track Product Marketing KPIs, especially on short timelines. I have found in several PMM roles I’ve held and in some teams I have led that the team can fall back onto output or activity metrics and lose focus on actually driving impact.  Setting input met ...Read More

This is a PMM best practice. Any company should have a larger strategic framework that supports it’s future growth. Cascading out of that larger framework should be both product and revenue goals. I think about aligning PMM first to revenue goals, because I’ve focused most of my career in B2B marketing. Secondarily, I’d focus on product goals.  The above is how I’d rank the focus of my team’s impact, but I find that in practice the way measurement typically works is that you measure product impa ...Read More