How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?
Consumer Product MarketingLaunch ChannelsLaunch MetricsProduct Marketing / Demand Gen AlignmentStakeholder ManagementProduct Marketing KPI's
12 Answers
Samsara Former Sr. Director | Head Of Product & Partner Marketing • 5y
A simple answer to this is that as a PMM, you are responsible for product launches and the GTM strategy around those launches. So, you will ultimately own all launch metr...
8363 Views
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 6y
Great question. I would first caveat that this is something we're always working on, so if you haven't figured it out yet, don't worry, goal setting, responsibilities, an...
2666 Views
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Gusto Head of Product Marketing, Benefits • 4y
Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. ...
4031 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 5y
As the driver of the overall success of a launch, typically the PMM is responsible for the overall metrics around a launch. These can drill down into KPI categories like:...
2757 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
At two previous companies I worked at (Zuora and Hired) we have OKRs and each group creates their own and works with each other to define theirs. We can also view everyo...
1702 Views
Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 6y
We have partnered with our integrated campaigns team to formalize roles and responsibilites and then we actually aim to share KPIs. I think it makes us stronger to feel l...
2142 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Depending on the size of the launch, we have multiple teams involved, not just Product Marketing and Demand-Gen. I'll also note that Product Marketing and Demand-Gen team...
2449 Views
While Demand Gen is responsible for lead, MQL, and pipeline target attainment when it comes to evergreen marketing programs, Product Marketing gets join in on the fun and...
618 Views
BrainKraft Founder • 8y
My answer is predicated on product marketing owning the launch and deman gen having a component of the launch. Product marketing provides the target buyers, the target ma...
757 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
This is really two questions with very different answers: KPI's: Especially for KPI's, drawing a solid line between Product Marketing and Demand Gen is unnecessary; it co...
497 Views
BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y
Here's how we break responsibilities down at BackBox.Product Marketingowns launch "project"owns launch messagingcreates technical contentcreates press releaseadvises on d...
256 Views
Narvar Fmr Director of Product Marketing • 8y
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations ...
2524 Views
Related Questions
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?How do you think about KPI's for product launches, balancing awareness, demand gen and pipeline?How do you structure your discovery phase to identify KPIs for an SMB when you're the only Marketing/Product Marketing Associate on the team? What are some common challenges or barriers you've encountered in aligning product marketing and demand generation, and how have you overcome them?What is the role split between product marketing and brand marketing/other marketing functions in product launches?How do you handle KPI formulation?