For PMM teams that report in to marketing--what sort of demand gen KPIs does your team have?

Our PMM KPIs are always related getting something out the door, or unsticking something in the funnel. So while I generally have a rule of thumb of "one big content rock per quarter" that can be sliced up in different ways for DG efforts, exactly which DG-related KPIs we choose will vary based on business priorities during annual planning and quarterly thereafter.

So for example, in Q4 we're really focused on taking good care of opportunities that might be leaking out of the funnel. We kicked off an initiative to "make nurture the new outbound" by using PMM time to help sales focus PG days on reinvigorating past leads that just needed more education or touches. The KPI there is to increase the percentage of cold accounts moved to our sales cycle phase—'establish criteria and why now.'

We're also ensuring we have good mid-bottom funnel content streams to supply more nurture and education to folks not quite ready for a POV. The KPI there is to decrease closed lost and increase those moving into the POV planning phase, and the levers we'll use are more case studies, product tours, and more love for our sandbox environment.

We also have a KPI to amplify our brand with more thought leadership and support for topics and content in field events, videos, and our podcast. KPIs include: An increase in organic web traffic, increase in SQOs, increase in competitive win rate, and achieving a ⅘ website clarity score with Wynter message testing.