How do you measure product marketing contributions to sales success?

One of the challenges of being a product marketer is that oftentimes we don't own a number, but are responsible for the success. When I think about sales enablement, ensuring you have tracking in place to look back and measure what is and is not working is crucial. For quantitative metrics, I track content usage like download rates and view counts, deal attachment where I can see which materials were used in specific opportunities, and conversion rates to understand if deals with enablement mate ...Read More

We measure product marketing's impact on sales success through pipeline contribution, win rate improvements, and analyzing sales call effectiveness. First and foremost, we focus on pipeline - are we contributing in ways that drive meaningful pipeline for our reps and the business? We're specifically responsible for optimizing website elements like demos and interactive content that drive people to request more information. We measure our impact by testing and iterating on messaging and interacti ...Read More

We track both leading and lagging indicators, from sales enablement asset usage to pipeline and win rates. One of the challenging things about product marketing is that we're string pullers behind the scenes - defining positioning and messaging that gets activated through demand gen campaigns that drive lead generation, but it's the sales team that's actually moving prospects through a buying cycle. So attribution becomes fuzzier. We tend to look at a combination of both leading and lagging indi ...Read More

We focus on sales readiness and perception metrics, though we're working to better track product marketing asset attribution for win rates. Emmy covered most of the key metrics. I'm particularly impressed about being able to assess product marketing asset-related attribution for win rate. It's something we've been trying to tackle but has been difficult to fully get buy-in for, simply because our processes tend to be more manual. If you have tips on how to unlock that particular metric, that wou ...Read More