AMA: ServiceNow Director of Product Marketing, Don Fuss on Product Marketing KPI's

Outside of pipeline or revenue we leverage the following metrics:

Product awareness: surveys, brand score, website traffic

Product adoption: percentage of users of use the product after purchase

Net Promoter Score: good indicator of customer satisfaction of the product

Conversion rate: measure effectiveness of particular marketing campaigns

Churn is a critical measurement for my area of the business, which includes services: The best KPIs for churn:

1. Churn rate: direct measurement of churn

2. Customer Engagement Score: Higher engagement usually equates to higher loyalty

3. Net Promoter Score: measure of satisfaction indicates likeliness to churn

4. Customer Retention Rate: another direct measurement of churn

Yes, we share some KPIs with growth and customer marketing, but you must clearly define the measurement and ownership of those metrics. One example is product adoption metrics which we share with product management to measure how our products are being used. Another example is content views and download metrics that we share with both the content and campaigns organizations.

While there are other key metrics to leverage I find the following the best options:

Brand sentiment analysis: obtain feedback from social media or customer reviews

CSAT score: measurement of customer expectations

Customer churn: low churn equates to positioning that aligns to customer expectations

Sales feedback: qualitative feedback of customer reactions to messaging