AMA: Sauce Labs Group Manager, Product Marketing, Madison Springgate on Product Marketing KPI's

Great question! I agree, when it comes to KPIs, we need to keep everyone on the same page from start to finish. Here’s how I like to approach it: Pre-Kickoff: During campaign planning, I work closely with my partners in marketing to determine what our target account list and KPIs are for the launch. This is when we get aligned, and make sure that everyone understands the purpose behind each metric. During Execution: Then as we work through the campaign, our team is great about sharing regular up ...Read More

If you could only track three KPIs, here are the top three that I recommend as a product marketer 😊 Pipeline is foundational; it shows PMM's direct impact on revenue and business growth. To measure pipeline, we use Salesforce to track leads coming from campaigns, content, webinars, and events. This lets us see the exact dollar value our work contributes and proves the impact of messaging. Product Adoption & Engagement: A successful launch isn’t just about the initial buzz - it’s about keepin ...Read More

To get a full view of our product marketing impact, I track metrics that touch every stage of the customer journey: Pipeline: This is the big one—it’s the clearest measure of success. By working closely with marketing and sales, we track the revenue impact of our campaigns and product launches. Pipeline shows us the revenue potential we’re generating and is the most direct link between PMM work and company growth. Product Adoption & Engagement: After launching a new feature or product, I wat ...Read More

For product launches, I break down KPIs into three phases:  Awareness Phase: At this phase, I want to look at how our exciting launch communications are landing with the market! So I like to specially assess engagement across TOFU assets like press releases, social posts, and blog posts. This phase is about building buzz and visibility for the launch. Demand Gen Phase: As awareness builds, I'll then focus on lead gen - tracking sign-ups for webinars, demo requests, and content downloads. Our Hot ...Read More

When pipeline is the main focus, I recommend these KPIs to capture both reach and conversion when running your campaign: Marketing-Sourced Pipeline: This metric shows us the dollar value of the pipeline generated by campaigns that we support as PMMs. And this gives us a concrete measure of our impact from marketing efforts.  Campaign Engagement: Tracking clicks, open rates, and sign-ups shows how well we’re capturing interest. For example, we recently uncovered that customer stories in emails dr ...Read More