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How much do you tie revenue to your KPIs as a product marketer?

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2 Answers
Building a Product Marketing Team
  1. Ben Geller
    Ben Geller

    Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1y

    Every PMM KPI should trace—directly or indirectly—to revenue. For example, in an enterprise organization, even if you’re focused on top of funnel metrics, you need to understand how your part of the funnel connects to closed-won deals. For B2B this means: Knowing your lead scoring model Tracking demo-to-opportunity conversion Understanding average deal size and LTV Modeling the downstream value of higher-funnel events (e.g. how do webinar attendees convert to opportunities + revenue) Revenue ali ...Read More

    629 Views
  2. Alexa Scordato
    Alexa Scordato

    TikTok PMO • 7y

    It's a good practice for anyone at a company, regardless of function, to ask themselves how their role impacts the bottom line. I think of revenue as a shared goal that helps frame goals and initiativese, but when it comes to the actual work product, I usually lean on other KPI's that are more immediately tied with the output. For example, a product marketing team is tasked with converting free trial users into paid subscribers. The overall goals and plans are specifically in service of increasi ...Read More

    1,900 Views

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