How do you develop quarterly/annual PMM OKRs and tie those to individual projects?

My team used to do a lot of large campaigns so revenue was a really easy target to forecast over a specific time frame and establish as a key result target. However, for a bunch of smaller feature launches that are supposed to drive product adoption/engagement, it is a little trickier to parse out the impact PMM should drive and tie that back to team objectives. One approach I've thought about is setting high-level quarterly objectives for PMM (e.g. drive X monthly active users) and then evaluate feature launches/projects as levers to achieve that overall OKR (so the smaller launches aren't objectives in themselves, but bundled together they help achieve a larger OKR). The feature launches may also have more specific KPIs to measure success (eg X% of users adopt), but they should still ladder up to the north start quarterly metric.

Answer

2 Answers

Establishing Product Marketing Product Marketing KPI's

Nicole Gardiner

Schneider Electric Director, Product Marketing | Formerly Cisco, Splunk, Quest Software • 3y

It's a fun project to take overall quarterly objectives like sales enablement or new feature launches and tie them back to OKRs. In fact today, I was talking with my team about how we can measure success for a sales enablement next quarter. We're going to do this a couple of ways: Sales confidence -- Are sellers using decks, scripts, etc more (track this through CMS) than they were previously Competitive wins -- what percentage has our win-rate increased from the previous half Aside from this ...Read More

4,670 Views
Alex Gammelgard

Wowza VP of Marketing • 4y

The short answer to your question is that I agree with your approach -- laddering the team up to a larger north star metric against which all activities can be tied is a great solution. I think a simple rule of thumb is, if you’re working on an individual project that isn’t tied to a company outcome, you shouldn’t be doing it. Every OKR should be tied to solving company challenges, and should be measured by outcomes for the business. This is a great north star that keeps teams motivated, even wh ...Read More

1,978 Views