How do you tie back product marketing's goals with that of the product org?

Everything starts with product. We make it a best practice to learn the goals of the product organization, then look at how the PMMs’ work ties back to them. Personally, I report into product, and it’s worth noting that a lot of PMMs do not. Reporting into product helps me ensure that, as a company, our goals are aligned. Practicing this flow of work enhances visibility between teams and it’s one of the main catalysts that brings our company’s vision to life. The ‘trickle down’ effect is prominent at Shopify, and our goals are common knowledge. Connecting product marketing’s goals with that of the product org is the only way to keep everyone moving toward the same north star.

Establish Stakeholder alignment with your PMs

Alignment comes from clear prioritization with your product stakeholders. Similar goals that your product team will be looking for will be around product adoption and retention. You can key in on the following metrics:

1. NARR
2. Attach Rate
3. Market Perception
4. Product ASP
5. Product Pipeline