AMA: Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Product Marketing KPI's

There's two big challenges when implementing KPIs for PMM: Attribution Reporting You need to be able to properly attribute KPIs to the work a PMM does. Unlike sales where it's pretty clear that AE Alvin closed Deal Delta, marketing efforts can be a little more nuanced to attribute to a deal. Also, many marketing efforts are crossfunctional: Demand gen, web, social, events--all touch initiatives that PMMs either lead or co-lead. You need to identify what KPIs you're attributing to PMM, HOW you're ...Read More

There are short term and long term metrics you can look at to gauge launch success. Here are a few! Short-Term Launch Success Metrics: PR & AR: Press/media mentions, media interviews, Analysts briefed, analyst report inclusion Social: Social engagement, click-throughs, shares Web: Traffic increases, CTR on key CTAs, demo views, content downloads Content: Engagement, downloads, shares Sales: AEs enabled, opportunities opened, customer engagements scheduled Product: Trials, downloads, engageme ...Read More

Product launch KPIs should span the funnel so you can identify what's working and what's not. You also want to understand the customer, media, and sales team's interest in your product. Tracking a variety of KPIs will help you do that; Awareness: Media interviews, Press mentions, clickthrough rates on the press release, website views, social views/interactions; Demand Gen: CTRs on social and paid ads that go to your website so you can track campaign performance and customer journeys; Form-fills ...Read More

What KPIs you bring to the CMO or CFO to prove the value of PMM depends upon which metrics you can directly attribute to PMM in your organization. Some organizations have attribution models that let them directly attribute pipeline and revenue to marketing-driven activities. Here are some quantitative and qualitative metrics you can use: Sales team enablement/engagement: PMMs are directly responsible for enabling the field on products. Any metrics around # of AEs/SEs/SDRs trained, usage metrics ...Read More

You have to start somewhere! What do you know about this market that may help you identify the right targets? What do you know about your existing markets that might help you set a target? Is it possible to set a goal based on existing knowledge of a different market or product--5% increase in CTR, 10% increase in new logos--and see how it goes? Even if it's the first time YOU'VE entered a market, someone else has done it before. There has to be SOME data out there that can help you build a fram ...Read More

KPIs are super important to me as a PMM, as it helps me get a sense of what's working/not working. "Key Performance Indicators" truly are indications of what's performing--and what's not performing. Some of the metrics I like to look at are: Web traffic, trial starts, trial conversions, CTRs on demos and content downloads: Are people engaging with my webpage? My trials? Content? If not, what part of the journey is broken and needs to be addressed? Sales enablement, usage of sales resources: Does ...Read More