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

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...

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

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...

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 ...

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....

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...

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, ...

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...