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How different are the product marketing KPIs from the product management KPIs?

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4 Answers
Product Marketing vs Product Management
  1. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 4y

    I've heard before that product marketing KPIs can be squishy—that it's hard to quantify the value of what we do. I don't agree! I have a few KPIs that are unique to PMM, and a few that are tackled with PM, just from a different angle. I'll focus mostly on the shared KPIs: Shared: Feature adoption. Self-serve or Sales-led/assisted - PM would be responsible for continuous feature use over the lifecycle of an account (is the thing we built actually useful and intuitively designed?) - PMM is respons ...Read More

    1,478 Views
  2. Hannah Hughes
    Hannah Hughes

    Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

    This is a great question! Depending on your product and the complexity of your funnel, PMM may have more or less impact on the metrics PM is responsible for. As you plan KPIs for your PMM team, ensure that they are far enough up-funnel that your team can impact them- or make sure that the PMM team has enough influence on the downfunnel experience (which is usually within the product itself) to impact that metric. For example, if you're working on a credit card sign-up journey: PMM could own the ...Read More

    1,862 Views
  3. Sonia Moaiery
    Sonia Moaiery

    Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y

    I think there’s a high degree of overlap. The two functions may cut metrics differently or over different time horizons but for the most part many metrics are shared. A few examples that are top of mind:  Acquisition / Conversion / Activation - if you’re at a self serve or PLG company, Growth PMs might be really focused on activation and getting customers to the ‘a-ha’ value moment. Whereas PMMs, may be focused on acquisition specifically tied to campaigns or a specific buyer persona (i.e. are w ...Read More

    1,400 Views
  4. Don Fuss
    Don Fuss

    ServiceNow Director of Product Marketing • 1mo

    PM KPIs are usually measured on whether the product solves customer problems effectively and delivers a strong user experience.

    • Feature adoption and usage

    • Product engagement

    • Retention/churn

    • Customer satisfaction (CSAT/NPS)

    PMM KPIs are are more go-to-market and revenue-oriented

    • Pipeline influence

    • Revenue contribution

    • Win rates

    • Competitive displacement

    • Product adoption growth

    • Launch performance

    • Sales enablement effectiveness

    • Messaging resonance

    462 Views

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