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Product Marketing KPI's

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

11 Answers

Narvar Fmr Director of Product Marketing • October 17

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2370 Views

How do you drive alignment across the exec team on messaging

20 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • September 8

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1516 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

20 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

5528 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

17 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

9684 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?

13 Answers

Kristen Ribero

Greenplaces VP Marketing • July 18

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

2140 Views

Are you using OKRs to align your team’s efforts to the company goals?

2 Answers

Kevin Wu

Airtable Former Sr Director Product Marketing • March 2

We use OKRs at Airtable and we align OKRs from the top to bottom with an app built on Airtable (of course). Every PMM works on objectives that ladder up to marketing OKRs which in turn ladder up to corporate OKRs. Pretty standard stuff and we find that it works well for us. Not every company work......Read More

1139 Views

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

11 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • 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 world product marketing has played an active role in helping set the vision for the feature, doing......Read More

1696 Views

What are the biggest challenges when implementing KPIs for your PMM organization? How have you solved them?

1 Answer

Jodi Innerfield

Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • March 20

There's two big challenges when implementing KPIs for PMM: * Attribution * Reporting You need to be able to properly attribute KPIs to the work a PMM does. Unlike sales where it's pretty clear that AE Alvin closed Deal Delta, marketing efforts can be a little more nuanced to attribute to a......Read More

2460 Views

How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?

5 Answers

Leah Brite

Gusto Head of Product Marketing, Employers • September 30

I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass......Read More

536 Views

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

4 Answers

Jack Wei

Sendbird Head of 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

890 Views

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