How do you measure the impact of product marketing in your company?
The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?
Norm Ai Head of Marketing | Formerly Galileo, Cresta, Tanium, Zuora • 1y
Great question! Measurement for PMM has been a long debated topic and vary greatly company to company, but here's a framework for thinking through it. Key Considerations...
19535 Views
Iterable Chief Marketing Officer • 4y
There are 3 that I primarily look at that PMM influences (not directly drives): Pipeline / Bookings (Demand gen / monetization efforts) Win rates (Sales enablement and c...
3951 Views
Upcoming Event
Mastering Market Research
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
Ultimately, the ROI for product marketing is revenue growth. But there are some in-process KPIs that you can set to measure the impact of product marketing. For example: ...
2302 Views
Visiting Media SVP Growth and Operations | Formerly Mozilla, LeapFrog • 4y
This partly depends on the role that PMM is expected to play, and we know that this can differ pretty dramatically from company to company, even within the same space. At...
2580 Views
Fivetran VP Product & Portfolio Marketing • 4y
Most of our PMMs are in Pods - where a PM and PMM focus on a certain area of the business. Each pod shares a North Star Metric - most of which are revenue based and come ...
638 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
This one gets a lawerly response - it depends!I like to use the following:attach rate as a metric for product adoptionreactivations for product engagementproduct sign-ups...
468 Views
Boxford Capital Managing Partner | Formerly Barracuda, SilverSky, Digital Guardian, OpenPages, Cybertrust • 8y
You're a strategic leader focused on leading cross-functional teams towards a single goal - building a healthy business. Focus on revenue and bookings growth for your pro...
835 Views
Related Questions
How do you measure your influence across departments? How do you attribute revenue impact to product marketing when multiple teams influence growth?How do you measure the efficacy of your messaging?Can you recommend any tactics similar to 'A/B testing' that you would use to measure the 'true' impact of product marketing in a B2B setting?How do you measure the contribution of Product Marketing to the growth result?What third-party services do you use for panel testing?
what are the pros and cons of each?
How you used these insights to impact the product roadmap with PMs?