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How do you measure the ROI of a product marketing function?

2 Answers
Shabih Syed
Shabih Syed
Square Product Lead, Ecosystem DiscoveryJuly 7

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:

  1. 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.
  2. Sales enablement contribution can be measured by reduction in the average time it takes to close a deal
  3. Product launches can be measured by adoption of new features within a time frame
  4. GTM messaging can be measured with reduction in customer acquisition costs
1524 Views
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingMay 10

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 initiative.

378 Views
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