How do you measure product marketing impact when KPIs can't be soley attributed?

Due to the collaborative nature of the Product Marketing role, KPIs can sometimes be hard to attribute directly to Product Marketing success. Do you have recommendations for alternative ways to measure the true impact of Product Marketing?

Answer

3 Answers

Product Marketing Career Path Product Marketing KPI's

Kevin Wu

Airtable Former Sr Director Product Marketing | Formerly Salesforce, AppDynamics, WeWork, Airtable • 4y

I agree with this statement. Sometimes when I look at PMM resumes that say something like “Increased sales pipeline by 30%” or “Increased product adoption by 15%”, I’m often skeptical because how much credit can a PMM really take? Did you write all the content? Did you do all the work on campaigns, ads, paid performance, SEO, SEM, digital, video, webinars, and webpages? PMMs operate through influence, not authority. We’re the strategic center of marketing—defining the strategy, personas, messagi ...Read More

19,815 Views
Jenna Crane

Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y

Very true; I've always said that Product Marketing influences everything but owns nothing. A few suggestions: When Product Marketing runs a launch, an event, or a campaign that wouldn't have existed unless PMM drove it, the engagement (website traffic, social mentions, etc.) can be attributed to Product Marketing. If the campaign also drove revenue or leads/MQLs/pipeline directly from the activities, make some noise about that too! If you want to measure the feature adoption impact of a launch, ...Read More

1,508 Views
Jo Ann Sanders

Honeycomb.io fmr VP Marketing • 4y

This is one of the trickiest parts of PMM. We generally do not hold a number, but we enable teams that do hold a number (i.e. Demand Gen, SDRs, Sales, etc). I do ask my PMM Directors and above to own the top-level KPIs for those other teams as part of their OKRs, even though they don't own all of the areas that impact the results. For example, I believe a PMM Director should have our quarterly MQL and SQL goals as part of their OKRs. Why? Because it forces them to deeply understand what impacts ...Read More

1,847 Views