Communities

Product MarketingProduct ManagementDemand GenerationRevenue OperationsCustomer SuccessSales

AMA: Coinbase Head of Product Marketing, Base, Sarah Khogyani Wolf on Product Marketing KPI's

June 19 @ 9:00AM PT

View AMA Answers

Ask me anything

AMA Page

👋 Sarah Khogyani Wolf

Hi all, I'm Sarah Khogyani Wolf, Startup Marketing Lead @ Anthropic

• 👋 Based in: Bay Area, CA
• 🧠 Top of mind: Helping startups move faster and grow
• 💬 Ask me about: Claude, building with AI, or anything startup GTM
• 🍦 Fun fact: I have a black belt in karate

How do you organize your team and how does that change based on the organization?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

I always start by understanding the structure and maturity of the business and product. If we’re early-stage or pre product-market fit, I embed PMMs directly within produ...

15726 Views

4 requests

Can you share best practices on how to develop KPIs?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

Start with strategy. Always.Understand the business objectivesClarify the product goalsAudit the user journey and funnelSpot where marketing can have the biggest impactBu...

528 Views

2 requests

What is the best format to report out the impact on product marketing material for releases when you don't have an automated reporting processes?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

At Coinbase, we use a quarterly company-wide OKR process that helps tie marketing output directly to business goals. I’ve found it helpful to supplement this with a quart...

620 Views

3 requests

How do you evaluate the impact of product marketing campaigns on customer adoption and retention rates? What metrics do you use to measure this impact?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

For adoption, I focus on top-of-funnel metrics like acquisition or activation tied to specific campaigns. Campaign attribution models (even simple UTMs) can help measure ...

541 Views

3 requests

What are tools or processes that we can use to tie our metrics closer to revenue? It's difficult to quantify the impact of sales collateral, for example.

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

This is a common challenge, especially in B2B or hybrid funnels. A few tactics I’ve seen work:Lead-stage tagging: Tag leads based on the assets they interacted with (e.g....

553 Views

3 requests

What are the biggest challenges when implementing KPIs for your PMM organization? How have you solved them?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

The biggest challenge is isolating metrics that marketing can truly own, and that matter. Too often, PMMs get judged on metrics they influence but don’t control, like rev...

634 Views

3 requests

How do you combine web2 and web3 data to measure the effectiveness of a product or feature launch?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

Onchain data is a marketer’s dream: public, permissionless, and rich with insight.You can track things like wallet engagement, mints, or usage in real time. For example, ...

545 Views

3 requests

What makes a great PMM in web3?

Sarah Khogyani Wolf•

Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 11mo

The onchain industry is uniquely fast-paced, dynamic and constantly changing. A great PMM in this space is:Deeply embedded in the culture: active on X, Telegram, Discords...

550 Views

4 requests