AMA: Thoughtspot Director of Product Marketing & Customer Marketing, Christine Sotelo-Dag on Product Marketing KPI's

This answer probably varies from PMM leader to PMM leader but my personal 30-60-90 day break down typically looks like: First 30 days: Onboard. Meet everyone you should meet. Gather all the context you can. Approach things with fresh eyes. Don't be afraid to flag something that doesn't sit right - we are looking for fresh, new perspectives. First 60 days: Begin scoping out your initial projects. Who are your stakeholders, ramp up on what you need to know and how to kick these projects off. First ...Read More

Without knowing your business or business model, I think your CMO has a few key areas they are focused on, and they are looking to understand how you are going to help influence these areas. 1. Leads. All CMO's are tasked with delivering qualified leads to the sales organization and they need everyone in the marketing organization working towards delivering qualified leads. Figure out how your PMM team is going to contribute to hitting this number. 2. Brand awareness. This can be via your market ...Read More

This challenge definitely resonates. Without historical data, it can be hard to know what is good, great, excellent, etc. A few tactics we've used in the past, when there wasn't historical data to base our measurements against. Lightweight market research. We've often looked to some industry standards and benchmarks to set our initial goal - for example, what conversion rates should we be seeing on our website visits, or what kind of open rate should we be expecting from our emails, etc. These k ...Read More

I think there is an element (for all teams in an organization) of reporting on metrics to internal stakeholders as a way to promote one's self, team and work. That said, I don't think that detracts from the value of KPIs for PMM teams. At the very least, KPIs help monitor and manage progress. As an example, looking at past launches as a benchmark for future launches - and where there is room for improvement and monitoring if new tactics improved past performance. Good KPIs also help with priorit ...Read More

Must have KPIs will always vary from company to company based on size, industry, business model, etc (I have to add this disclaimer in). So, I'll break this out a bit by the stage of company I have been at. At the earlier-stage B2B companies that I've been at, the core KPIs we tracked were: Conversion Rate: The percentage of leads or website visitors that convert into paying customers. We as PMM would monitor this as it related to product or solution pages, to measure effectiveness of landing pa ...Read More

I think my first question here is why you aren't able to? If you are creating content (blogs, whitepapers, webinars, etc) you should be measuring high level metrics like views, downloads, registrants. Ideally, you don't stop there though. These are really high level metrics that don't necessarily signal success. You should be able to take these metrics a step further and understand how they continued through the marketing funnel. Did they engage with any other content, did they become a lead, di ...Read More

We have multiple KPI's and I'd argue that the bigger challenge is they are often shared metrics. Shared with our marketing, sales and product counterparts - which makes attribution often very very hard. That said, as mentioned in earlier questions / answers - focus on the KPIs that you have the most influence over as a team. In my past, personally, we've focused a lot on product adoption - especially as it pertains to new features and releases as PMM was the driver in building out our GTM plan. ...Read More

Start with understanding the needs of the business. There are some pre-IPO orgs that are heavily focused on product led growth and therefore your metrics and KPIs should map towards product adoption, onboarding, time to value, etc. However, if you're joining an organization that is more of a sales-led organization - you may be closer to the sales and marketing key metrics and therefore tracking KPIs that are tied to top of funnel metrics. Regardless, make sure you have a clear understanding of t ...Read More

This is a great question. As mentioned earlier, there are so many shared metrics between PMM and other parts of the business - ie Marketing, Product, Sales. So when committing to a specific KPI, make sure you and your team truly are able to influence it. Therefore don't tie yourself or commit to anything you are not able to map back to how you influence that. For example, website or landing page traffic. Sure your messaging may have helped attract those visitors but it will be too hard to attrib ...Read More