Product Marketing KPI's

How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)

10 answers

VP of Product Marketing at Oyster® • February 11

In an ideal world product and product marketing should be embedded in one another’s efforts from start to finish (see my other response on “customer needs” and getting PMM further upstream). In this w

57 Saves

Aaron Brennan

Product Marketing at Dropbox • April 6

So I am actually not sure this should be split, the best companies I have ever worked at Product Management and Product Marketing shared these numbers and it was our goal as a team to impact these. No

18 Saves

Suyog Deshpande

Sr. Director | Head Of Product & Partner Marketing at Samsara • May 12

Why split? Make feature adoption a shared metric between PMM and PM teams. This is an important metric for both teams. I would use this metric pre-launch to really understand the target market segment

61 Saves

Kacy Boone

Head of Growth Marketing at Clockwise • July 29

To the contrary, I always like to share and align on KPIs with the product team. Bonus points is you can also align that with key partners in other functions as well, like growth marketing. The more y

14 Saves

Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 18

The ideal scenario is that product and product marketing have shared adoption KPIs because this creates greater investment and accountability from both groups. If that’s not the case, product will ten

11 Saves

Claire Maynard

Head Of Marketing at Magical • February 10

First off, is feature adoption the right KPI? In my opinion, focusing on feature adoption could be too narrow of a metric and doesn't shed light on what the end-user is experiencing. End users don't f

15 Saves

Kevin Wu

Senior Director of Product Marketing, Solutions & Category at Airtable • March 2

PMMs should be responsible for KPIs that bring users and customers to the product and through onboarding and activation. Are the materials provided to educate a user leading to activation? Is the onbo

21 Saves

Alex Gammelgard

Product Marketing at Trusted Health • May 26

In any SaaS business, “adoption” is a company-wide priority. If customers aren’t happy and using the product, you’re just putting your sales/marketing investments into a leaky bucket. So it makes sens

19 Saves

Jenna Crane

Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork • October 19

I've generally seen that the most successful product <> PMM partnerships are based on shared goals, not split goals. Here's what that usually looks like. Both teams should agree on a feature a

11 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

Oooo this really depends on so many factors! Is your organization focused more on product-led or sales-led growth? Do you have a Growth Product division? etc.. IMO, yes. Product, Growth, and Product

4 Saves

Product Marketing

How does self-serve product impact product marketing function?

5 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 17

If you’re asking about how self-serve product teams impact my function: I’ve never been at a company where there is a “self-serve product” team. There are some teams that are more focused on the self-

67 Saves

Leah Brite

Head of Product Marketing, Core Product at Gusto • September 30

Three big impacts of having a self-serve product include 1 - there is no sales readiness & enablement that is part of the role. That also means you’ll rely more heavily on other methods to drive c

13 Saves

Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 18

Whether you work on a self-serve or a sales-driven product will, in a way, define the type of product marketing you'll do. In a sales-driven organization, most of your product marketing activities wil

8 Saves

Claire Maynard

Head Of Marketing at Magical • February 10

I believe it may be important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core product marketing responsibilit

13 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

Self-serve products are focused on the end-user rather than the buyer. Traditional product marketing in a sales-led organization focuses on positioning the product to buyers and enabling sales. Howeve

3 Saves

Product Marketing

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

12 answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach at • 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 candida

111 Saves

Sarah Din

VP of Product Marketing at Quickbase • January 19

I love this question because in my experience I have hired PMMs from a variety of backgrounds, including people that have had no direct PMM experience, but they all had the right aptitude for the role

58 Saves

Jack Wei

Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte • January 26

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, mesaging, writing), but the hig

52 Saves

Jenna Crane

Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork • November 17

I think the best product marketing candidates — and product marketers — have one thing in common: empathy. Empathy helps you understand where others are coming from, and that is the foundation of grea

29 Saves

Tiffany Tooley

Head Of Product Marketing at HubSpot | Formerly Salesforce, IBM, Silverpop, Blackboard • March 8

I've done a lot of interviews and hiring over the years and I'm constantly impressed by how smart and driven Product Marketers are! It's one of the things that makes interviewing so much fun - you get

48 Saves

Christine Sotelo-Dag

Director of Product Marketing & Customer Marketing at Mode Analytics • March 17

From my hiring experience there are typically there are a few key characteristics and examples I look out for Has to be a great storyteller - go beyond writing copy, and able to craft narratives Abil

20 Saves

Jason Garoutte

Growth at (sabbatical) | Formerly Salesforce, Twilio, Blue Martini • March 29

I have some data here. For years, I used "candidate fit tests" (offered by Pittari.io). It's like Myers-Briggs but focused on workplace style & drivers. For successful PMMs, I noticed a pattern. W

19 Saves

Rekha Srivatsan

Vice President Product Marketing at Salesforce • April 19

I don't care about the candidate's background when interviewing for my team. I've hired folks from engineering, solution engineering, sales, and customer success teams and they've become successful PM

52 Saves

Kevin Garcia

Head of Product Marketing at Retool • May 4

In my mind, the best performing product marketers exhibit three must-have skills: Research Storytelling Project management To expand on each: The instinct and ability to research, talk to customers

23 Saves

Andrew Stinger

Head Of Marketing at Universe • June 1

I’m always wary of painting with too broad a brushstroke when it comes to hiring. Your job as a hiring manager is to spend time understand the super powers of the people you meet as part of your inter

19 Saves

Sahil Sethi

Senior Vice President, Product Marketing at BetterUp | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • November 22

I think the best product marketing candidates have three things in common They are strong on the core requirements for the role. In most cases, it involves a degree of comfort with developing or acti

13 Saves

Lisa Dziuba

Head of Product Marketing at LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • December 3

The best product marketing candidates have: Excellent communication skills that come to "fitting" them to the role I'm hiring. Proven experience in product marketing with measurable results. The best

3 Saves

Product Marketing

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.

9 answers

Suyog Deshpande

Sr. Director | Head Of Product & Partner Marketing at Samsara • November 19

Know your ARR/Pipegen numbers and analytics tools: Get comfortable with building reports and dashboards. Know how to run reports and play around with that data. You will start uncovering interesting t

148 Saves

JD Prater

Head Of Marketing at Graft • January 7

That's an interesting question. I see the PMM role as the GTM strategy which includes a success launch. And I see PMMs as the owner of product messaging. Not sure I can help here. Now if you're looki

80 Saves

Sarah Din

VP of Product Marketing at Quickbase • January 19

Does not matter if you are a junior PMM or a seasoned PMM leader - owning/coordinating launches and copywriting will always be part of your job in one way or another so embrace those, be the best at i

35 Saves

Jack Wei

Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte • January 26

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 a difference between a junior

40 Saves

Natalie Louie

Product Marketing, Senior Director at Replicant | Formerly MobileCoin, Zuora, Hired, Oracle, Responsys • January 11

Being a launch project manager is part of the job – PMMs own product launches, the creation, strategy and management of it. Being a strong copywriter for releases is also part of the job. We write a

16 Saves

Manav Tandon

Head of Product Marketing, Collaboration SaaS at Cisco | Formerly Adobe, Samsung, Verifone • February 16

Build relationships with your stakeholders in Product Management, Sales and other Marketing teams (Content, Digital, DG, Integrated, etc.). Ask them to invite you to meetings and listen intently to id

20 Saves

Christine Sotelo-Dag

Director of Product Marketing & Customer Marketing at Mode Analytics • March 17

My advice is to work on building relationship with the Product org. Proactively find ways you can bring them value - whether it be through market or competitive insights, product teardowns, industry k

11 Saves

Sina Falaki

Head of Industry, Segment, and Solutions Marketing at Motive | Formerly Procore • November 23

Product Marketers should always be thinking of ways to contribute directly to revenue. In my mind, if it doesn't move the needle, its not meant to be worked on. Prioritization needs to be ruthlessly p

7 Saves

Lisa Dziuba

Head of Product Marketing at LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • December 3

If you are a junior product marketing manager who is the first product marketing hire, you may be facing some unique challenges and opportunities. To succeed in this role, here are some pieces of advi

4 Saves

Product Marketing

What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?

For instance, it's easy to jerry-rig performance to a one-sheeter that was sent in the course of a deal, but I'm having trouble finding ways to measure performance for intangible efforts that improve sales performance but isn't easily attributable to revenue.

5 answers

Pallavi Vanacharla

Vice President Product Marketing at New Relic | Formerly Twilio, Cisco, Intuit • May 27

Not everything we do is measurable and this is especially true for PMMs. Unless there is a compelling reason to measure every aspect of sales enablement, I would not suggest you do so. But if you

31 Saves

Molly Friederich

Director of Product Marketing at Sanity.io | Formerly Twilio, SendGrid • April 27

A mix of qualitative and quantitative data is always the gold standard. For training, take time to connect sellers both before and after trainings to ask what questions they have, what they took awa

5 Saves

Harsha Kalapala

Vice President Product Marketing at AlertMedia | Formerly TrustRadius, Levelset, Walmart • November 2

Qualitative measures require qualitative assessment. I don’t see a way around spending time listening to calls (at 1.75x speed of course) :) The best way to measure performance is to select a random

4 Saves

Justin Graci

Principal Marketing Manager - Product GTM & Enablement at HubSpot • November 23

Great question. When it comes to measuring objection handling: Leverage a conversation intelligence tool such as Gong, where you can report on keywords within sales calls and attribute those convers

4 Saves

Sarah Din

VP of Product Marketing at Quickbase • December 1

The best way is to use sales feedback to show improvement over time. You can easily do that by measuring things like sales confidence using a survey to show performance improvement over time. You can

3 Saves

Product Marketing

Are there any broad metrics you guys track as PMMs?

4 answers

Dave Daniels

Founder at BrainKraft • April 11

Start with these: 1. Customer Lifetime Value (LTV) - it measures how long a customer stays with you and how much they spend during that time. It's a good early warning metric. 2. Win/Loss Ratio - of

71 Saves

Ellie Mirman

Chief Marketing Officer at Crayon • July 26

I take the approach of getting both quantitative and qualitative measures, both bottom line (e.g. revenue) and project-specific (e.g. collateral usage) metrics. Quantitative metrics include: revenue,

82 Saves

Anand Patel

Director of Product Marketing at Appcues • August 27

Below are some key metrics we track, many already shared by David and Ellie, but I have bolded a few that are slightly different: Revenue of product line (or product portfolio) Average lead age or le

80 Saves

2 Replies

Sina Falaki

Head of Industry, Segment, and Solutions Marketing at Motive | Formerly Procore • November 23

In a proper program, Industry Marketing & Campaigns have joint ownership so we both look at the same metrics in order to build pipeline and win NARR. I say this as a preface because Industry and C

6 Saves

Product Marketing

For sales cycles that are "long" 18 months+ what KPIs do you recommend product marketers use to determine ROI / impact / influence on the deal. Industry context: enterprise healthcare IT software

2 answers

Suyog Deshpande

Sr. Director | Head Of Product & Partner Marketing at Samsara • May 13

That's would be a tough problem if you are trying to understand the impact on one deal over a period of 18 months. I would flip this on its head and instead try to focus on measuring pipeline progress

74 Saves

Sina Falaki

Head of Industry, Segment, and Solutions Marketing at Motive | Formerly Procore • November 23

Naturally you want to look at how your content and its assets have touched the sales cycle. Typically here are a few ways I tend to look at metrics with long sales cycles (upmarket): Conversions NARR

2 Saves

Product Marketing

What's your process for figuring out what metrics to hold PMM accountable for?

2 answers

Jack Wei

Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte • January 26

This ties back to business objectives (corporate level KPIs), and how your team / individual role & responsibility is structured against those objectives. You'll often see that, depending on the

40 Saves

Sina Falaki

Head of Industry, Segment, and Solutions Marketing at Motive | Formerly Procore • November 23

Messaging and revenue. But to be clear, here are the specifics: Drive pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth) Partner with enab

4 Saves

Product Marketing

How do you define GTM strategy and which KPIs do you put there?

1 answer

Product Marketing

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

6 answers

Jasmine Jaume

Director, Product Marketing at Intercom • October 26

This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: Sales & CSM: I'm bundling these two together, as the type of work we do

29 Saves

Jenna Crane

Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork • June 29

Cross-functional work is Product Marketing's middle name! PMM <> Sales Key deliverables: Pitch decks, enablement assets (internal resources like battlecards and personas, external resources l

36 Saves

Vishal Naik

Product Marketing Lead at Google | Formerly DocuSign • July 14

These are some of the main stakeholders a core PMM would work with. With Sales, I tend to like to see what is resonating with prospects. Is there a specific line or way of telling our story that cli

13 Saves

Priya Gill

Vice President, Product Marketing at Momentive (SurveyMonkey) • August 10

Regular engagement and alignment in key. I meet with my cross-functional leadership team bi-weekly to ensure we’re aligned on the needs of each team as they evolve and areas of focus. Key goals and d

28 Saves

Amanda Groves

Senior Director Product Marketing at Crossbeam | Formerly 6sense, JazzHR, Imagine Learning, Appsembler • September 6

PMM with Sales: I ask for links to chorus/gong calls to listen to customer's positioning. We tackle enterprise needs on-going and jam on enablement materials + content market fit. I also pitch new co

6 Saves

Justine Davis

VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • November 17

The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf. It is an expectation that product marketing is involved way before

13 Saves