How do you measure the contribution of Product Marketing to the growth result?

I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales enablement and education show up in our sales-sourced pipeline in the trailing quarter. My advice here is to track a few things:Attributed pipeline = how are all your content activities showing up in you ...Read More

PMM's impact is real, but it rarely shows up as a clean percentage that exists separately from everything else. Our work runs through Sales, Demand Gen, and Product, so it cuts across initiatives rather than sitting as its own line item. The good news is that you don't need a precise number to make a compelling case. Start with the metrics you can actually move, the ones that tie back to PMM pretty directly: Win rates by competitor or segment Deal velocity on a new sales play Attach rates for a ...Read More

In well run marketing teams, the metrics for the business are assessed holistically instead of piecemeal among each marketing function.  The contribution of Product Marketing to a growth result is setting up the strategic positioning, messaging, and core assets that can be used by your demand generation teams. The contribution of demand generation teams is taking that understanding of the audience, problem, and markets and selecting channels that best reach and resonate with those audiences and ...Read More

Product Marketing plays a critical role in launching products, but it is harder to measure. This question can come up frequently in performance reviews and setting OKRs for the coming year. Product Marketing owns several key areas of product launch - from defining customer needs and key features to launch strategy and target channels. Multiple goals may be binary - Did you do customer research? Did you create a launch plan? The challenge comes when you want to tie these activities to specific re ...Read More

Product Marketing and Growth perform different roles in a marketing team and need to be measured in different ways. Whereas Growth is often easier to quantify, concrete measurements that can be attributed to Product Marketing only become clearer as you get further down the funnel, once deals have been created and the effectiveness of positioning is easier to see on a case-by-case basis. However, Product Marketing does meaningfully contribute to every stage of the GTM journey.   At a high level, ...Read More