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Sina Falaki

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

November 23 @ 9:00AM PST
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Motive Head of Industry Marketing, Sina Falaki on Product Marketing KPI’s
Top Questions
Are there any broad metrics you guys track as PMMs?
Sina Falaki
Sina Falaki
Motive Head of Global Product Marketing • November 23
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, ......Read More
1059 Views
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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
Motive Head of Global Product Marketing • November 23
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 reve......Read More
733 Views
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What's your process for figuring out what metrics to hold PMM accountable for?
Sina Falaki
Sina Falaki
Motive Head of Global Product Marketing • November 23
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......Read More
370 Views
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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
Motive Head of Global Product Marketing • November 23
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 clo......Read More
312 Views
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How do you define GTM strategy and which KPIs do you put there?
Sina Falaki
Sina Falaki
Motive Head of Global Product Marketing • November 23
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 ......Read More
978 Views
1 request