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How do you create ownership or accountability over goals for PMM when there's often overlap with goals from Product, Sales, or other Marketing teams?

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3 Answers
Product Marketing KPI's
  1. Priyanka Srinivasan
    Priyanka Srinivasan

    Verkada Vice President Product Marketing • 6mo

    Accountability for revenue is shared across multiple teams, with each playing a crucial role in the customer journey. When looking at any individual product we have, like our intercom product for example, there are multiple people who own the revenue number, and everyone has a piece in it. Product marketing might run a campaign that generates a lead, but then we pass the ball to sales who may or may not close it - or they might sell much more than we anticipated. It's very difficult to do precis ...Read More

    544 Views
  2. Bruce Randall
    Bruce Randall

    Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 6mo

    Create accountability by breaking down larger North Star metrics into specific activities that product marketers own and can be measured against. When we share bigger North Star metrics with other teams, activities become the way we measure performance and provide accountability. For example, if we need to deliver $100 million in pipeline, we might plan to generate $20 million through webinars. This breaks down to a specific number of webinars with target conversion rates and success metrics. I ...Read More

    313 Views
  3. Lizzie Yarbrough de Cantor
    Lizzie Yarbrough de Cantor

    Hightouch Head of Product Marketing • 6mo

    Product marketers are professional cat herders who drive impact by motivating cross-functional teams toward shared goals, even without direct reporting relationships. As a PMM, you're constantly the leader of the group project when no one else volunteers. You're a professional cat herder. When thinking about accountability and ownership, PMMs can feel good about their impact by motivating people who don't report to them to work on strategic projects. There's nothing harder than managing people w ...Read More

    311 Views

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