If you had to pick 3 measures to help track the impact of product marketing over time, what would they be and why?

Because product marketing’s work is so cross-functional in nature, many PMM goals will be co-owned with other teams. And to some degree, my answer would depend on the company. In a smaller company with fewer distinct roles, I think PMM can have greater influence over a wider variety of metrics. In bigger orgs, there may be entire teams dedicated to certain metrics. For example, in a company with a customer education team driving customer onboarding and education, that team will be measured direc ...Read More

Ooo I love this question, the three things I'd prioritize tracking overtime are 1) Reactivations This is 100% within our team's ability to improve and acts as a force multiplier for every department. More active customers? Mores potential revenue. More innovation opportunities. More use cases to support. 2) Product sign-ups Given most PMM orgs start at the bottom of the funnel - product sign-ups are a primary conversion lever to continuously manage and optimize for. Similar to reactivations, thi ...Read More

It is classically difficult to directly measure PMM work, given our work is so cross-functional and many goals will be co-owned with other teams. It also depends on the focus of your team and each PMM - for example, we measure the effectiveness of our Enablement group differently to that of a group focused on a specific product. Your measurement may also look different depending on your business model and goals, and whether your product is enterprise vs. freemium for example.  At Intercom, we te ...Read More

There are a handful of key measures that I care about as a Product Marketing leader. To prioritize the top 3, I would look at messaging adoption, win rates, and number of customer advocates.       The primary day-to-day weapon of Product Marketing is messaging and enablement, so I first look at messaging clarity, adoption, and feedback. To measure clarity, I keep track of the consistency of key messaging points and differentiators used by sales and other field teams. Adoption can be quantified b ...Read More