AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on B2B Product Marketing KPI’s

June 29 @ 9:00AM PT

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In your experience, what KPIs "must haves" for any product marketing role or team?

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

Depending on where the team focuses, Product Marketing can have a few different KPIs that are 'must-haves.' But the most common ones are: Product adoption -- definitely ...

1938 Views

5 requests

What are some of the *worst* KPIs for Product Marketers to commit to achieving?

There are many questions about the best KPIs to track, but none about the worst.

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

Great question. A couple come to mind that I would advise against signing up for: Sales-enabled revenue. There are so many variables and phases here -- from demand gener...

629 Views

2 requests

I’m the first PMM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

I actually did a Wynter talk on that very topic! You can watch it here: https://www.youtube.com/watch?v=tNyoCOToq-c It focuses on building a product marketing org in a h...

761 Views

2 requests

How do you measure product marketing impact when KPIs can't be soley attributed?

Due to the collaborative nature of the Product Marketing role, KPIs can sometimes be hard to attribute directly to Product Marketing success. Do you have recommendations for alternative ways to measure the true impact of Product Marketing?

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

Very true; I've always said that Product Marketing influences everything but owns nothing. A few suggestions: When Product Marketing runs a launch, an event, or a camp...

1504 Views

3 requests

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

Cross-functional work is Product Marketing's middle name! PMM <> Sales Key deliverables: Pitch decks, enablement assets (internal resources like battlecards and ...

6550 Views

6 requests

What Is Product Marketing?

How do you define it?

Jenna Crane•

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y

I explain it across 4 core responsibilities: Experts on our customers, products, and markets We find the right insights and turn them into strategy, and make the insigh...

2777 Views

1 request