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Product Marketing KPI's

Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?

3 Answers

Jack Wei

Sendbird Head of Product Marketing • January 26

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 feels arbitrary, narrow the scope or make the number smaller. If other stakeholders disagree, that's a different problem to solv......Read More

586 Views

In your experience, what KPIs "must haves" for any product marketing role or team?

2 Answers

Jenna Crane

Klaviyo Head of Product Marketing • June 29

Depending on where the team focuses, Product Marketing can have a few different KPIs that are 'must-haves.' But the most common ones are: * Product adoption -- definitely for features that PMM launches/brings to market, but if certain PMMs 'own' an area of the product then they should als......Read More

709 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

15 Answers

Sharadhi (Gadagkar) Patel

Hopin Director, Product and Solutions Marketing • June 1

This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More

5603 Views

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

12 Answers

Jack Wei

Sendbird Head of Product Marketing • January 26

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 of launch * Activation/adoption within X days of launch Internal * Stakeholder satisfaction (survey) * GTM on time deliver......Read More

1381 Views

How do you make the jump from senior manager to director level in product marketing?

9 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • November 18

There is no one path but let’s unpack what it means to be a director. It isn’t that the directors know exponentially more or they suddenly become better decision makers. When we all start our careers, we search for the right answers. In fact, we are judged by our ability to find the right answer......Read More

3441 Views

How can PMMs show that they are adding value within the business to the leadership team? Are there any quick / day-to-day tactics that can help to get buy-in from senior leaders?

5 Answers

Naman Khan

Blend Chief Marketing Officer • July 7

It's tough to answer broadly as different business will have different needs but if I were to pick one area that PMM can uniquely add value its: A compelling understanding of the customer. There are so many teams that have knowledge & insight into the customer but PMM is in a unique position to ......Read More

737 Views

What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.

22 Answers

JD Prater

Graft Head Of Marketing • January 7

I suggest combining pieces from my answers to these questions. 1. What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function? 2. How do you think about your first 30/60/90 day goals when coming in as the Hea......Read More

13375 Views

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?

11 Answers

Patrick Cuttica

Square Product Marketing Lead • October 15

See the answer above to the question "I wanna make the case to hire some more product marketers - we're a team of 2 for a company of 400. Whats the ratio where you are? Have you seen any external data on this?" -- I think I mostly covered this in that answer. In short, we have a Go-to-Market ......Read More

7448 Views

As a hiring manager, what do the best product marketing candidates have in common?

13 Answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach • June 11

The ‘product marketing skills’ question has been answered really well by a lot of others on Sharebird already so I will focus my answer specifically to the interview itself: I always look for candidates who have a strategic mindset and who can articulate what success in their current role look......Read More

1931 Views

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.

13 Answers

Jack Wei

Sendbird Head of Product Marketing • January 26

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 the competitor features & functions, and messaging * The pace at which your product team is able to ship against new inte......Read More

901 Views