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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
Top Questions
Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2290 Views
1 request
Do you find that KPIs are more valuable for external reporting (looking good to other teams/management) and less valuable for your job as a PMM?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2275 Views
1 request
How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2325 Views
4 requests
How do you think about KPI's for product launches, balancing awareness, demand gen and pipeline?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2292 Views
2 requests
Can you tell me the three critical KPIs that I can bring to the CMO or CFO to prove the value of PMM?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2319 Views
2 requests
What are the biggest challenges when implementing KPIs for your PMM organization? How have you solved them?
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20
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
2444 Views
1 request