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A lot of companies struggle to see the value of product marketing. What is the best way of measuring product marketing ROI?

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4 Answers
Product Marketing 30/60/90 Day Plan
  1. Natalie Louie
    Natalie Louie

    ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 4y

    Map and tie yourself to the company level OKRs, mirror the ones in marketing and product or create and define your own KR’s if they don’t exist. Every Marketing Dept has 2 focuses: Customer: # of signups, downloads, purchases, engagement, interactions, industries/verticals, you define the usage metric, etc… Revenue: goals for new, renewal, upsell, expansion, you define the type of revenue etc… Product can also own similar metrics as marketing. They also care about shipping product, so you can sh ...Read More

    1,352 Views
  2. Christine Sotelo-Dag
    Christine Sotelo-Dag

    Close Head of Product Marketing • 3y

    This question shows up a lot for product marketers, in many different ways. Unlike other parts of the busienss that have numbers attached to their roles (quotas, MQLs, etc) often times PMMs share success metrics with their cross-functional counterparts, and attribution is not black and white. That said, there clear ways for PMMs to showcase their value (which might not always be quantatively measureable) AND ways to quantifiably measure success.  I'll start with value. A fundamental way to bring ...Read More

    633 Views
  3. Mike Flouton
    Mike Flouton

    Boxford Capital Managing Partner | Formerly Barracuda, SilverSky, Digital Guardian, OpenPages, Cybertrust • 8y

    Don't bother. If you work for an executive team that doesn't see the value of PMM, you need to get a new job. You've got way too much work to do to waste your time trying to demonstrate something that should be obvious to anyone with a clue. 

    1,034 Views
  4. RJ Gazarek
    RJ Gazarek

    SolarWinds Director of Product Marketing | Formerly Veracode, Atlassian, Amplitude • 7y

    Mike makes a good point - in that it can be hard to help people see the value that PMM brings to the table. When I'm looking to take on a job in a new company, it's one of the first things I try to sniff out is what the company's view is on Product Marketing (e.g. do they just view product marketing as glorified content writers - which by the way, we're not... we're messaging, market, and buyer experts - not copywriters).   In terms of showing ROI beyond that, treat Product Marketing more like a ...Read More

    812 Views

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