Do you think product marketing performance should be judged based on KPI's or are they more guiding metrics to inform where to spend time and resource?

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3 Answers

Product Marketing KPI's

Jon Rooney

Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3y

Product marketing performance should absolutely be measured, and both the outcomes and measurement parameters should be well-understood from the start to avoid a whole lot of folks running around doing stuff without a clear sense of "why?" and "how do we know if it's going well?". Every industry and business is going to be slightly different, but any PMM metrics and measurement should ladder up logically to the top 3-4 company objectives or goals - like grow revenue by X%, boost net customer ret ...Read More

2,175 Views
Lizzie Yarbrough de Cantor

Hightouch Head of Product Marketing • 1y

I personally prefer measurements like OKRs, KPIs, and other goals to be shared by at least one other cross-functional partner. I don't want any PMM on my team to feel like a single point of failure or like they don't have others within the business prioritizing the same goals they are. So for me, performance is certainly gauged by are you moving the needle on the metrics we are committed to, but they are also a great way to prioritize what is most important to work on each quarter. For me they a ...Read More

534 Views
JD Prater

Ting VP of Marketing • 1y

I view this as a 'both/and' rather than an 'either/or' situation. Product Marketing KPIs serve dual purposes, and their role often depends on the time horizon you're looking at. In the short term, KPIs absolutely serve as guiding metrics that help us prioritize and allocate resources effectively. They're like a compass, helping us understand if our programs and initiatives are moving in the right direction. For example, if we see low adoption rates for a new feature, that signals we might need t ...Read More

530 Views