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How should Product Marketers work with Growth marketers in terms of KPIs, boundaries, north star metrics, activities?

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3 Answers
Establishing Product Marketing
  1. Amanda Groves
    Amanda Groves

    Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y

    Product marketers and growth marketers should work closely together to ensure that their efforts are aligned towards achieving the company's goals. Here are some ways they can work together effectively: Establish shared KPIs: Product marketers and growth marketers should agree on shared KPIs that reflect the company's objectives. For example, they may track metrics such as user acquisition, conversion rates, or revenue. This ensures that both teams are working towards the same goals. Define boun ...Read More

    552 Views
  2. Kelsey Nelson
    Kelsey Nelson

    Wiz Senior Director Product Marketing • 1y

    Ideally you are aligned with Growth (and Product) on your north star metric/KPI -- e.g. we're trying to drive more pipeline in xyz segment; increase acquisitions through our free trial/paid motion; reduce churn by driving deeper adoption/usage of xyz feature; increase LTV with upsell/cross-sell. From there, I'd map out your overall strategy and assign clear owners/KPIs to each component of the strategy. Growth marketers are amazing partners because they have tons of insights into different tests ...Read More

    1,108 Views
  3. Daniel J. Murphy
    Daniel J. Murphy

    Marketing Strategy Consultant • 4y

    Good question. And admittedly it's been a minute since I've worked with a growth team so my answer might be 2-3 years outdated. But I think if you're in product marketing and you're lucky enough to have an adacent growth team, first of all, partner with them. Doubt it'll feel natural at first, but that team can be a major advantage to product marketing because it gives PMM the time to work elsewhere in the org on other problems (customer and prodcut fit, user and feature fit, etc). Also growth t ...Read More

    1,371 Views

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