Ultimately is about revenue attainment. Are sales reps being able to make their numbers? If yes, you are likely doing your job well. Now, if we look more closely at how to impact revenue attainment from a product marketing perspective we end up with the following metrics:
- Win / Loss rate: this can indicate if the messaging/positioning needs work and if sales reps have the right tools at their disposal.
- Competitive win rate: indicates how effective are the battle cards and competitive training.
- Conversion along the marketing funnel: this will give you anindication of content performance and messaging.
- Pipeline coverage: are we targeting the right personas, the right companies, and are reps able to convey value.
Other metrics that the sales enablement team will be monitoring include sales ramp time, quota attainment, etc. which may not be relevant for product marketing unless your team is also involved with these activities.