Question Page

Do you consider yourself accountable for pipeline, business performance and how do you keep sales accountable for proposing the pipeline well.

Amanda Groves
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, AppsemblerSeptember 7

I do not consider PMM accountable for pipeline, no. We certainly influence overarching business performance (everyone on staff does whether directly or indirectly) but to me: marketing (traditional demand gen/content) builds the pipeline along with an outbound motion from sales. From there, PMM can influence velocity of customer journey stages via nurture campaigns, but ultimately sales/revops is responsible for actively forecasting, weighting, and reporting on pipeline.

Because I am not accountable for pipeline, I don't have a defensible answer to how I keep sales folks honest in how they weight/forecast pipeline. However RevOps does this very well (here) and there are tons of tools to help sales folks get this right more often than they get it wrong! Clari for example...6sense...definitely would recommend a peek at those tools to help get alignment on pipe gen/performance

1044 Views
Developing Your Product Marketing Career
Thursday, January 23 • 12PM PT
Developing Your Product Marketing Career
Virtual Event
Martha Murillo
Karen L. Braswell
Bárbara Manarelli Vieira
+60
attendees
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Jackie Palmer
Jackie Palmer
ActiveCampaign VP Product Marketing
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
April Rassa
April Rassa
Clari VP, Solutions Marketing
Susan "Spark" Park
Susan "Spark" Park
Monzo Director of Product Marketing
Michele Nieberding 🚀
Michele Nieberding 🚀
MetaRouter Director of Product Marketing
Sahil Sethi
Sahil Sethi
Freshworks Vice President - Global Product Marketing
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers