AMA: Panorama Education Head of Product Marketing, Jeffrey Vocell on Product Marketing KPI's

There's a lot of metrics you can track and help drive from Product Marketing, but the most important starting point is ensuring you have alignment with leadership and your cross-functional partners. Depending on your company stage and sales motion, adoption-focused metrics may make sense (for a PLG company) where as pipeline and win rate metrics may make more sense for a company with an enterprise sales motion. All that being said, right now my top 3 KPIs are: Pipeline Contribution Win Rate Cust ...Read More

There's plenty of ways Product Marketing can be at the heart of cross-sell/upsell campaigns. A lot of it ties into core product marketing skillsets and responsibilities -- persona development, positioning and messaging, enablement materials, market knowledge and measurement, and more. More specifically: Customer Segmentation & Personas - Based on all the work you've done to develop personas, now you can put it to work and identify segments of customers that are most likely to upgrade or purc ...Read More

I think it depends on the organization, and skillset of any existing PMMs (and the PMM leader) on the team today but generally speaking - for a PMM I prioritize strategic thinking, storytelling, and market understanding. For a Sr. PMM, I expect a higher-level of leadership and experience that translate into leading go-to-market initiatives, influencing cross-functional stakeholders, and ideally mentoring others on the team. For specific skills, the career table here is a good resource on attribu ...Read More

First, you have to ensure you have alignment on what KPIs you are driving towards, and how you're tracking them. This starts with alignment conversations across marketing, product, sales, customer success early and discussing not only what their goals are, but how they plan to measure them as well. From there, establishing shared dashboards, recurring meetings where you discuss progress towards goal (and any changes along the way), and a post-mortem analysis of how it went and what could have be ...Read More

Product marketing can collaborate with almost any teams to drive KPIs, so it's important to prioritize based on overall company goals and objectives first and foremost. That said, the teams you should definitely be aligned to are: Revenue (Sales/CS/AM), Marketing, and Product. Let's break each down a bit further: Revenue & Marketing KPI Alignment: Depending on your organization and structure, you may work directly with Revenue leadership and/or RevOps to understand their KPIs. This can inclu ...Read More