How can you measure the value of what a product marketer does? How can you make executives perceive this value?

When managing a PMM team that covers multiple products or is matrixed, high-level or aggregate metrics are key. While more granular data may be needed to drive specific metrics, you need to measure the team at a higher level to measure overall team health. By looking at team-level metrics, leaders can get valuable insights into how their PMM team is doing. Here are some examples:

• Team NPS (by internal stakeholder groups)

• Adoption of new features

• Product usage (DAU or MAU)

• Customer retention

• Lead gen and/or conversion rates

• Sales revenue and growth

Then measure at the team level and drill down to understand drivers. A mix of high-level and granular metrics gives you a complete view of the PMM team’s performance so you can see the impact of your strategies and initiatives across the business while also zooming in on areas that need attention and optimization. By using these metrics PMM teams can align to company goals, drive real outcomes and continuously add to the company’s success.

When showing the impact of a PMM team through these metrics there are a few approaches:

• Regular reporting through a single source of truth or dashboard (i.e. Google Sheet, Slides, Notion doc, etc.)

• Case studies and success stories to make it more concrete

• Customer research and reporting to quantify the impact beyond the metrics

• Education to explain how PMM impacts the customer journey and company direction

PMM don't own outcomes the way some other teams like sales (meetings, deals) and engineering (shipped code) - but we do own the pursuit of the metrics that matter, and the alignment of teams that contribute to metrics that span teams - CAC, CLTV etc.

Any marketer knows that our value is reflected in the growth and health of the business, even if we don't own that processes end-to-end. Like it or not, we have to measure our success in those terms, but also share some drivers of that outcome.

1. Revenue Growth: Directly correlating marketing efforts with sales increases.

2. Market Penetration: Measuring the increase in market share and brand recognition.

3. Customer Acquisition Cost (CAC): Lowering the cost of acquiring new customers through effective marketing strategies.

4. Customer Lifetime Value (CLTV): Enhancing the long-term value of customers through targeted retention strategies.

5. Campaign ROI: Assessing the return on investment for marketing campaigns to ensure they are cost-effective and drive results. TOFU, entrances, conversion etc.