How do you recommend socializing KPIs (before the work starts and when it's done)?

The short answer is socialize constantly - it's an "always on" function for internal alignment and awareness. Ideally, any PMM KPIs will clearly map to both top-level company goals (revenue, net retention, product usage) and a shared understanding of "who does what"/"how a bill becomes a law" for your company's GTM motion. If your business is a fast-twitch, bottoms-up, Product Led Growth motion - it needs to be really clear what the PMM team is doing to drive triggers for acquisition, activation ...Read More

A cornerstone of my PMM strategy, and how I set/socialize PMM KPIs is something I call the “state of the customer report.” This is done quarterly, and is a look at the market based off of win/loss interviews, revenue and churn data, competitors, and other insights relevant to company performance. The report establishes where we are seeing the biggest breaks in the sales funnel, biggest gaps in terms of product adoption/NPS, and any other threats/opportunities perceived (for example, a new compet ...Read More

Great question! I agree, when it comes to KPIs, we need to keep everyone on the same page from start to finish. Here’s how I like to approach it: Pre-Kickoff: During campaign planning, I work closely with my partners in marketing to determine what our target account list and KPIs are for the launch. This is when we get aligned, and make sure that everyone understands the purpose behind each metric. During Execution: Then as we work through the campaign, our team is great about sharing regular up ...Read More

Best case, your company has some strategic KPIs that your KPIs can feed into. If there isn't a formalized process for documenting and sharing these, I recommend taking the initiative to do so. Either in a deck or doc, detail your KPIs, how they ladder up into the business KPIs and the cadence (usually quarterly, but sometimes monthly) in which you'll be reporting back on progress. It's also best practice to share with your key stakeholders for feedback prior to finalizing, and then offer some op ...Read More