What are good product marketing OKRs?

Product Marketing is about product and sales success so your OKRs should align with company, CMO and product OKRs. However, I think these 3 serve as a good  "PMM OKR template" 1. Build a POV and become the hub of market intelligence: Think of this as all PMM programs: Competitive intel, Voice of Customer, Analyst Relations,  2. Bridge the gap between product and sales: Product launches, sales enablement, technical and release marketing, Roadmaps, CABs 3. Win in your core market: Your ranking, Cu ...Read More

The short answer is 'it depends'.....let me explain...  A product marketer, in my opinion, is like the CEO of a product. And just like a CEO, has to do whatever it takes to make the company (in this case product) successful. Hence, she/he should be measured on what is relevant for that specific year.  PMM OKRs depend on your answer to questions such as - what is the stage of the product lifecycle? Do you own all of product marketing or a specific PMM function? What are the business goals and obj ...Read More

Good Product Marketing OKRs really depend on the business and what the company is trying to achieve. For example, if there's no unified launch process, you may set an objective to develop a launch program. Or another example: you're starting to lose deals to a specific competitor. You may kick off a competitive program to mitigate losses on competitive deals. It really depends on the business. For product launches: Did I reach my intended audience for this launch? How many people engaged with ou ...Read More

If you are looking for key Product Marketing metrics to determine success, here are some ideas: For a mature product: new users, adoption (usage), active users, daily active users, monthly active users, retention, net retention, pipeline, revenue, deal size, win rate, close rate, velocity For a very immature product: # of early customers, # of customer demos, # of trial signups, adoption (usage) For going after a new buyer: # of new relevant titles added to the database, # of wins in a new verti ...Read More

In general, product marketing OKRs can become quite vague and hard to measure. However, the product marketing OKRs I’ve seen that are easier to measure are:1) Successful and ontime product launches. This means the product launch was able to happen on time with all cross functional teams trained up prior to the product launch so there were no surprises.2) Completed messaging maps/documents for a target segment or new feature. 3) Completed research around target customer segments and who to go aft ...Read More

Product Marketing OKRs are really important to keeping teams focused on driving the most impact for the company. At a Product Marketing OKR level, it often depends on what the company goals are for that particular time period. If the company is going after a new market or focusing on customer retention, that's going to influence what a PMM's KR will be. Second, I think it's importnt to set a KR that you have direct influence or impact on. Sometimes, PMMs at Lyft share KRs with PMs, but ideally, ...Read More

Tricky question! To be honest, OKRs (Objectives & Key Results) are HIGHLY context- and business-specific, so there isn't such thing as "good OKRs for Product Marketing" in the abstract. You should be aligning PMM OKRs to the OKRs at the company level. And keep in mind that they are all about business transformation, not keeping the lights on. So they will involve stretch goals and should intersect and overlap with the OKRs of other teams across the org, not be strictly unique. On the other h ...Read More

My favorite product marketing OKRs are the ones that clearly support the company's OKRs. And the second-best OKRs are ones that are shared with other departments because you can always do better, together, with other departments — when you work in PMM. Let's say that your company's OKRs are the following:- Increase self-serve, credit card growth.- Increase sales-led growth with large enterprise customers. Now, let's take one of those: "increase self-serve, credit card growth."Well, then your OKR ...Read More

I have a number of KPIs that I use to measure product marketing impact and success. I've shared these in prior AMAs but here they are for consistency: I ideally like to track the following metrics and stats though sometimes not all are so easy to get. They should be broken down by product if there are multiple products. Win/loss: I like to track competitor win rates monthly but then I have a quarterly deeper win/loss analysis including win rates, average ARR and number of deals by competitor, al ...Read More

"Good OKRs" answer on the question of where Product Marketing can bring the most significant positive impact on the company's growth.  It really depends on the stage of your product’s life cycle. Is your product in the introduction (development, pre-MVP, validation), growth, or maturity stage? If the startup is working on delivering the first Minimum Viable Product (MVP), then the main focus should be on defining Product-Market fit, value for target users, and launching the product itself. In th ...Read More

I'll preface this w/ saying my own POV of PMM is very much GTM-oriented. And so in developing the O's for my team, everything should track back to pipe & revenue. It's what pays the bills ;). Below are the 4 O's that I've put in place for my team. It's purposefully high level and general at my level, and as you cascade it down, the O's and KR's may be more specific depending on your team setup. Craft compelling narratives: this is the foundation, which includes messaging docs, positioning st ...Read More