AMA: Enable VP of Product Marketing, Amanda Groves on Product Marketing KPI's

When you track KPIs through the 4As, it becomes a lot easier to see what is actually working across the lifecycle. A few tips that help teams measure in a way that is simple, reliable, and actionable. Start with a small set of KPIs for each A. For example:• Acquisition: pipeline created, win rate• Activation: time to value, attach rate• Adoption: expansion ARR• Advocacy: NRR, referralsIf a KPI doesn’t help you make a decision, drop it. From there, establish a reporting rhythm for your team, lead ...Read More

I like to use the 4As framework to help show the impact of PMM at scale. Here's how I think about it: The Product Marketing team is responsible for bringing products to market in a way that makes audiences readily convert. We mainly focus on pipe gen/velocity + bottom of the funnel and expansion revenue. Measurement: We influence pipeline targets by measuring ourselves across the 4 As: I use the 4As framework because it’s the fastest way to show how PMM actually drives revenue across the entire ...Read More

Pre-PMF orgs or teams that aren’t fully data driven can still get plenty of signal on what’s working. You don’t need a stack of dashboards. You just need simple markers that show whether your story is landing and whether the market actually cares. A few solid places to start:• Social and conversational signal: Mentions, word of mouth buzz, prospect comments, customer quotes, and what industry voices are saying. This gives PMM fast feedback on what resonates, what’s unclear, and what language peo ...Read More

The big ones for me are all tied to revenue influence. I look at how launches convert in the real world: converted accounts, upsell and expansion revenue tied back to specific launch moments, and the amount of net new pipeline created from launch campaigns and activities. If a launch is healthy, you’ll see movement in all three. I also track win rate with a lot of intention. That includes overall win rate lift, win rate against direct competitors, and improvements over time as messaging, demo fl ...Read More

I make sure Product Marketing and Product stay aligned by treating launch as a defined stage in the new product introduction process, not something that automatically happens the moment development is complete. “Release” and “launch” aren’t the same thing, and getting both teams to agree on that upfront removes most of the friction. Development complete means the product is ready for engineering handoff, QA, documentation, and internal enablement. It’s a product milestone. Market readiness means ...Read More