Jodi Innerfield

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

March 20 @ 10:00AM PST
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Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Product Marketing KPI's
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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...Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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, clickthro...Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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 quantit...Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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 * We...Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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 CT...Read More
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Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
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...Read More
2297 Views
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