AMA: Twilio Senior Director, Product Marketing, David Esber on Product Marketing KPI's

December 10 @ 9:00AM PT

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👋 David Esber

Hey there - I'm Dave and I lead Core PMM at Twilio.

• 👋 Based in: SF
• 🧠 Top of mind: Understanding what makes our audience tick and helping our teams tell stories that land
• 💬 Ask me about: Developer platforms, Voice AI, and making the leap into PMM
• 🍦 Fun fact: I'm an amateur ceramicist and classically-trained baritone

What are some tips on how to measure and track your KPIs

David Esber•

Twilio Senior Director, Product Marketing • 5mo

Two quick thoughts, and a sidebar on picking the right metrics: Whatever you're measuring, make sure it's both consistently measurable and easily trackable (bonus points ...

1272 Views

1 request

What challenges do you encounter with tracking KPIs?

David Esber•

Twilio Senior Director, Product Marketing • 5mo

A few questions I've asked (or heard) more than once:What does growth in X look like over time?How is no one tracking X?Why does marketing have a different number than pr...

1269 Views

1 request

How can product marketing be tied to the upselling and cross selling revenues of a company

David Esber•

Twilio Senior Director, Product Marketing • 5mo

PMM can absolutely be tied to upsell and cross-sell revenue, it just requires the right focus and alignment across key stakeholdersIn my day-to-day, we market platform co...

1448 Views

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

David Esber•

Twilio Senior Director, Product Marketing • 5mo

Good KPIs should be a mix of shared and owned. Here's how I think about it:Have you ever seen one of those party bikes where everyone pedals like crazy but only one perso...

1315 Views

1 request

What are the most common KPIs for a product launch?

David Esber•

Twilio Senior Director, Product Marketing • 5mo

The first starting point for any launch is to align with stakeholders on what we're trying to achieve. Especially when first partnering with PMs where there's an "if we b...

1840 Views

2 requests

How do you create impact and value as the founding PMM in an organization which considers PMM as merely a content creator. I'd like to get a seat at the table for strategy, and not just be a tactical PMM.

David Esber•

Twilio Senior Director, Product Marketing • 5mo

This is a great question, and one that comes up whether you're a founding PMM or just building relationships with new product teammates (we've all been there). The short ...

1327 Views

1 request