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Sina Falaki

AMA: Motive Head of Industry Marketing, Sina Falaki on Product Marketing KPI’s

November 23, 2022 @ 9:00AM PT

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  1. What advice would you give a junior product marketing manager who is the first product marketing hire?

    I don't want to just be a launch project manager or a new releases copywriter.

    Sina Falaki
    Sina Falaki

    AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y

    Product Marketers should always be thinking of ways to contribute directly to revenue. In my mind, if it doesn't move the needle, its not meant to be worked on. Prioritization needs to be ruthlessly put into check.

    Product Marketers should always key in on:

    • Driving pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth)
    • Partner with Enablement to ensure quota-carrying teams know what to say to whom and when
    • Develop strategic sales plays

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  2. For sales cycles that are "long" 18 months+ what KPIs do you recommend product marketers use to determine ROI / impact / influence on the deal. Industry context: enterprise healthcare IT software

    Sina Falaki
    Sina Falaki

    AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y

    Naturally you want to look at how your content and its assets have touched the sales cycle. Typically here are a few ways I tend to look at metrics with long sales cycles (upmarket):

    • Conversions NARR
    • Attachment rates - new logo and cross selling
    • Product ASP - the sales price, keep a close eye on this
    • Industry/Segment NARR
    • Gross Pipeline
    • Win/close rates
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  3. Are there any broad metrics you guys track as PMMs?

    Sina Falaki
    Sina Falaki

    AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y

    In a proper program, Industry Marketing & Campaigns have joint ownership so we both look at the same metrics in order to build pipeline and win NARR. I say this as a preface because Industry and Campaign leadership should work together to: Establish business objectives Set targets, goals, and key intiiatives Help with cross-industry efforts This should then yield to: Pipeline generation Open Pipe NARR As such, we should always be looking at broad metrics that lead to: Global NARR Rep Product ...Read More

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  4. What's your process for figuring out what metrics to hold PMM accountable for?

    Sina Falaki
    Sina Falaki

    AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y

    Messaging and revenue. But to be clear, here are the specifics:

    • Drive pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth)
    • Partner with enablement to ensure quota-carrying teams know what to say to whom and when
    • Bring customer feedback into the product and technology team in order to inform product roadmaps.
    • Prioritize, open, and adapt to new markets and industries
    • Drive home differentiated and unique value
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  5. How do you define GTM strategy and which KPIs do you put there?

    Sina Falaki
    Sina Falaki

    AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y

    Great question - Because I am so focused on Industry Marketing right now, I have it divided between Product Marketing KPIs and Industry Marketing KPIs:

    For Product Marketing:

    • Conversions NARR
    • Attachment rates - new logo and cross selling
    • Product ASP - the sales price, keep a close eye on this

    Industry marketers on the other hand look at:

    • Industry/Segment NARR
    • Gross Pipeline
    • Win/close rates
    1,844 Views
    1 request