How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)
PandaDoc VP of Product Marketing & Brand • 6y
In an ideal world product and product marketing should be embedded in one another’s efforts from start to finish (see my other response on “customer needs” and getting PM...
2316 Views
Samsara Former Sr. Director | Head Of Product & Partner Marketing • 5y
Why split? Make feature adoption a shared metric between PMM and PM teams. This is an important metric for both teams. I would use this metric pre-launch to really unders...
1967 Views
Upcoming Event
Mastering Market Research
Atlassian, Wiz, Splunk, Ting
PMMs should be responsible for KPIs that bring users and customers to the product and through onboarding and activation. Are the materials provided to educate a user lead...
2446 Views
Resolve AI Product Marketing | Formerly Google • 1y
This is where collaboration is key! Here's how I'd approach it: Why share KPIs with the product team in the first place? Sharing KPIs creates a closed-loop feedback syste...
3751 Views
Wowza VP of Marketing • 4y
In any SaaS business, “adoption” is a company-wide priority. If customers aren’t happy and using the product, you’re just putting your sales/marketing investments into a ...
2598 Views
Common Room VP of Marketing • 4y
First off, is feature adoption the right KPI? In my opinion, focusing on feature adoption could be too narrow of a metric and doesn't shed light on what the end-user is e...
991 Views
Clockwise Head of Growth Marketing • 4y
To the contrary, I always like to share and align on KPIs with the product team. Bonus points is you can also align that with key partners in other functions as well, lik...
640 Views
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y
I've generally seen that the most successful product <> PMM partnerships are based on shared goals, not split goals. Here's what that usually looks like. Both tea...
747 Views
Lyft Senior Director Product Marketing | Formerly Google, Shopify • 2y
Though I think of PMM as being quite different from traditional marketing, I often focus my PMM teams on a relatively standard marketing funnel. Splitting feature adoptio...
4744 Views
Altruist VP of Marketing • 4y
The ideal scenario is that product and product marketing have shared adoption KPIs because this creates greater investment and accountability from both groups. If that’s ...
576 Views
So I am actually not sure this should be split, the best companies I have ever worked at Product Management and Product Marketing shared these numbers and it was our goal...
887 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Oooo this really depends on so many factors! Is your organization focused more on product-led or sales-led growth? Do you have a Growth Product division? etc.. IMO, yes....
328 Views
Related Questions
How do you show Product Marketing's impact on metrics that are shared with another function?How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?In your experience, what KPIs "must haves" for any product marketing role or team?Can PMMs share the KPIs from other teams, eg Sales enablement, growth and customer marketing, since they contribute to those teams' success? What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?What are the best KPIs to measure for the product marketing department that aren't conversion metrics?