AMA: SmartRecruiters Former Sr Director, Product & Customer Marketing, Jack Wei on Product Marketing KPI's
January 26 @ 10:00AM PT
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What advice would you give a junior product marketing manager who is the first product marketing hire?
I don't want to just be a launch project manager or a new releases copywriter.
Having consulted for PMM teams, and built/run one from scratch, it's safe to say the areas of responsibility for any PMM is on an ever-evolving continuum. However, I see ...
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My answer spans the top hard + soft skills: Hard: Well-rounded across words and numbers. You often hear that PMMs have to be strong storytellers (framing, positioning, m...
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What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Ultimately, the change in win rate against that particular competitor before vs. after your CI project. There are sub goals and metrics to unpack here: QoQ change in ...
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How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Internal newsletters, revenue org all-hands, relevant slack channels, and team-specific meetings. Of course, not every activity is shared through every channel. Dependin...
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Not sure I understand the question. If this is to set revenue targets for a new industry expansion where GTM resources have not yet been assigned, I'd do a top-down and b...
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This ties back to business objectives (corporate level KPIs), and how your team / individual role & responsibility is structured against those objectives. You'll oft...
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What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
I go back to ensuring that the team structure is aligned to business objectives and associated KPIs. My company does have aggressive sales, customer satisfaction, and pro...
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Know the business forecasts for as far out as possible( preferably at least 1 year) -- overall strategy, revenue, R&D investments, headcount, budget, HR/hiring polic...
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Such is life in business? At the risk of sounding like a corporate stiff, we must set markers to swim towards, otherwise we're just swimming in circles... So if the KPI f...
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Maybe this is a better question for my team. For me, I think it's the opposite. KPIs are valuable for me as a PMM because, through all the noise and new requests/project...
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There are dfinitely many directions to take. I'll try to distill down to two metrics across external & internal GTM KPIs: External Leads, or Revenue within X days o...
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I must ask back: in what context? Because PMM can flex its priorities and alignment towards Product vs. Sales vs. Customer Success (or even Marketing demand gen/comms, I ...
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