How do you measure the impact of product marketing in your company?

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: PMM should align itself to company objectives. If a company is focused on driving renewals, PMM should be focused on driving renewals. PMM shares ownership of metrics with other teams. For example: Product and PMM share adoption and launch metrics Sales and PMM share revenue and sales efficiency metrics Marketing and PMM share ...Read More

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 content) Product adoption (Growth efforts) There are metrics that we can directly tie to PMM but that I find to be less meaningful, like engagement rates on content that we've created or product launch metrics which are more a moment in time.  I think that it's totally fine that we don't directly drive the major metrics I mention ...Read More

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: Content contribution can be measured with number of MQLs converted to SQLs from digital channels. Also, with increased website traffic within a time frame due to SEO/SEM initiatives. Sales enablement contribution can be measured by reduction in the average time it takes to close a deal Product launches can be measured by adoptio ...Read More

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 Meta, we have a clear mandate - probably the clearest I've ever seen - to truly lead as GTM "captains". Leadership relies on us to lead the business, defining goals and strategies, driving cross-functional execution and shouldering accountability for all GTM execution. In an environment like this, the business goals are our goa ...Read More

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 down from our overall business goals. While of course we aren't 100% responsible for that goal - that is, sales has to sell it! - it helps us stay focused and measure our impact. For folks that don't have a specific revenue goal, primarily because it might be hard to measure or change quarter to quarter, we still have North Star ...Read More

This one gets a lawerly response - it depends! I like to use the following: attach rate as a metric for product adoption reactivations for product engagement product sign-ups for conversion upsell and expansion revenue NPS for sentiment For example, for a new organization that is trying to find product market fit - if you can attribute product sign-ups to a PMM activity like website optimization or launch program, you'll have a clear and measurable way to show ROI towards a larger company initia ...Read More