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

November 12 @ 11:00AM PT

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👋 Don Fuss

Hi all, I'm Don Fuss, Director of Product Marketing @ ServiceNow:

• 👋 Based in: Metro New York area
• 🧠 Top of mind: How AI is changing how marketers work
• 💬 Ask me about: How I started my career
• 🍦 Fun fact: I am an official weather observer site

What are the best KPIs for churn?

Don Fuss•

ServiceNow Director of Product Marketing • 1y

Churn is a critical measurement for my area of the business, which includes services: The best KPIs for churn:Churn rate: direct measurement of churnCustomer Engagement S...

2576 Views

2 requests

Can PMMs share the KPIs from other teams, eg Sales enablement, growth and customer marketing, since they contribute to those teams' success?

Don Fuss•

ServiceNow Director of Product Marketing • 1y

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 me...

727 Views

2 requests

What are PMM KPIs that can be directly attributed product marketing work?

Don Fuss•

ServiceNow Director of Product Marketing • 1y

Outside of pipeline or revenue we leverage the following metrics:Product awareness: surveys, brand score, website trafficProduct adoption: percentage of users of use the ...

11370 Views

3 requests

How do you track success of things like positioning and messaging?

Don Fuss•

ServiceNow Director of Product Marketing • 1y

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 reviewsCSAT sc...

685 Views

2 requests