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As a lead product marketer with a broad set of responsibilities and very few resources, what are the critical KPIs I should report on? When you're responsible for product launches, messaging, sales materials and enablement, the metrics seem 'soft.'

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3 Answers
Product Marketing Career Path
  1. Manav Tandon
    Manav Tandon

    Cisco Head of Product Marketing, Collaboration SaaS | Formerly Adobe, Samsung, Verifone • 4y

    Here's a non-comprehensive list of KPIs to choose from: Launch content # of press articles mentioning your product # of views on blog posts # of visitors to landing pages # of downloads of gated content # of social media post impressions # of users adopting the product/feature 30-60-90 days post-launch Demand Generation # of sourced MQLs (through activities like webinars) # of sourced SQLs (through activities like webinars) Position in Analyst Reports (e.g. Gartner, IDC, etc.) Position in Softwa ...Read More

    22,069 Views
  2. Mike Flouton
    Mike Flouton

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

    I think about two buckets of metrics - activity and outcome. Activity metrics are easier to measure, but are not as directly tied to company performance ("hey, we delivered 2,748 leads to sales this quarter!"). Outcome metrics are often abstracted a layer, but focus on what really matters ("bookings from marketing contributed pipe was up 52%"). I find a good blend of the two helps give a more complete picture, and activity metrics can help diagnose problems when the outcome metrics are lagging.  ...Read More

    1,087 Views
  3. Robin Pam
    Robin Pam

    Stripe Product Marketing Lead • 8y

    As a product marketer, you’re often working across a business line, and a result you’re often responsible, on your own, for very few of the metrics that indicate the health of the business. That doesn’t mean you can’t track and influence them, though. In an early stage product or company, creating a complete picture of the business, from leads to pipeline to revenue, usage and retention, can be a way to create a lot of value as a PMM. Once you have set up this reporting, you can then help identi ...Read More

    2,901 Views

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