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Christine Sotelo-Dag

AMA: Thoughtspot Director of Product Marketing & Customer Marketing, Christine Sotelo-Dag on Product Marketing KPI's

August 2 @ 10:00AM PST
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Thoughtspot Director of Product Marketing & Customer Marketing, Christine Sotelo-Dag on Product Marketing KPI's
Top Questions
Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
This challenge definitely resonates. Without historical data, it can be hard to know what is good, great, excellent, etc. A few tactics we've used in the past, when there wasn't historical data to base our measurements against. * Lightweight market research. We've often looked to some industry......Read More
531 Views
3 requests
Do you find that KPIs are more valuable for external reporting (looking good to other teams/management) and less valuable for your job as a PMM?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
I think there is an element (for all teams in an organization) of reporting on metrics to internal stakeholders as a way to promote one's self, team and work. That said, I don't think that detracts from the value of KPIs for PMM teams. At the very least, KPIs help monitor and manage progress. As......Read More
550 Views
1 request
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.
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
This is a great question. As mentioned earlier, there are so many shared metrics between PMM and other parts of the business - ie Marketing, Product, Sales. So when committing to a specific KPI, make sure you and your team truly are able to influence it. Therefore don't tie yourself or commit to......Read More
544 Views
2 requests
Other marketing roles have clear KPIs; PMM is the only role where we have multiple KPIs. Is there one or two that is critical for PMMs?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
We have multiple KPI's and I'd argue that the bigger challenge is they are often shared metrics. Shared with our marketing, sales and product counterparts - which makes attribution often very very hard. That said, as mentioned in earlier questions / answers - focus on the KPIs that you have the ......Read More
520 Views
2 requests
Can you tell me the three critical KPIs that I can bring to the CMO or CFO to prove the value of PMM?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
Without knowing your business or business model, I think your CMO has a few key areas they are focused on, and they are looking to understand how you are going to help influence these areas. 1. Leads. All CMO's are tasked with delivering qualified leads to the sales organization and they need eve......Read More
519 Views
1 request
I'm a first-time PMM leader at a pre-IPO company; what KPIs should I own and not own?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
Start with understanding the needs of the business. There are some pre-IPO orgs that are heavily focused on product led growth and therefore your metrics and KPIs should map towards product adoption, onboarding, time to value, etc. However, if you're joining an organization that is more of a sal......Read More
532 Views
2 requests
When it's hard to tie certain campaigns or assets to the pipeline generation, what other metrics we can consider?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
I think my first question here is why you aren't able to? If you are creating content (blogs, whitepapers, webinars, etc) you should be measuring high level metrics like views, downloads, registrants. Ideally, you don't stop there though. These are really high level metrics that don't necessarily......Read More
605 Views
1 request
In your experience, what KPIs "must haves" for any product marketing role or team?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
Must have KPIs will always vary from company to company based on size, industry, business model, etc (I have to add this disclaimer in). So, I'll break this out a bit by the stage of company I have been at. At the earlier-stage B2B companies that I've been at, the core KPIs we tracked were: Co......Read More
536 Views
1 request
How do you define 30-60-90 plans for senior PMM hires? What do you expect from newly hired PMM leads in terms of achieving KPIs?
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • August 2
This answer probably varies from PMM leader to PMM leader but my personal 30-60-90 day break down typically looks like: First 30 days: Onboard. Meet everyone you should meet. Gather all the context you can. Approach things with fresh eyes. Don't be afraid to flag something that doesn't sit right ......Read More
555 Views
1 request