AMA: Twilio Director of Product Marketing, Lindsey Weinig on Product Marketing KPI's

Best case, your company has some strategic KPIs that your KPIs can feed into. If there isn't a formalized process for documenting and sharing these, I recommend taking the initiative to do so. Either in a deck or doc, detail your KPIs, how they ladder up into the business KPIs and the cadence (usually quarterly, but sometimes monthly) in which you'll be reporting back on progress. It's also best practice to share with your key stakeholders for feedback prior to finalizing, and then offer some op ...Read More

A few important considerations when considering PMM KPIs: Causation vs. Correlation: Some KPIs are impossible to track back to PMM efforts. These correlated efforts can be difficult to tie back due to limited visibility/tracking, complexity of engagements, or awareness-nature of the activities. Some of these KPIs are still valuable to build alignment and drive collaboration, but it's important to also have KPIs that can be directly tied back to PMM efforts. Product Led Growth vs. Sales-led: Are ...Read More

This is tricky. It's very important to build alignment across team with shared KPIs at a high level, (including product revenue or conversion rates), while also identifying KPIs that are more directly within Product Marketing control (like pipe generation, or MQLs). Having these higher altitude shared goals are valuable because they ensure that all teams are taking ownership of getting to the end result, driving collaboration across teams and through all of the steps to get there from Marketing, ...Read More