What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

As much as I would love to share a one-size-fits-all KPIs, I’ve found that no two launches are the same. Even if you’re launching a product again in a new market, you’ve probably learned something from the first launch that will lead you to optimize your approach the next time. Instead, I break it down into these four categories and choose the most important metric from each category: Business metrics: How will this launch help the business to meet its goals? Is it revenue, subscriptions, market ...Read More

Ultimately I think that every launch should have one "north-star" goal and cascading KPIs, and you might see that varies by launch. For example, your north-star could be increasing Annual Recurring Revenue (ARR), increasing customer Monthly Active Use (MAU), or increasing net new customers. Once you've landed on that, you should be ruthless about developing a GTM strategy that helps you hit those goals, and choosing metrics that help you understand if you are on track for those goals or not.  Th ...Read More

I'm glad you asked about KPIs. As Product Marketers, we don't have the luxury of a single metric or even a couple metrics. We own the health of the story & vision our company is selling. I say health intentionally. It's not just that we own the story (we do) but we also need to make sure it's landing amongst our key segments, that we have the right segments, our sellers can actually deliver the story (if you're B2B) and on and on. And it's something that we need to be monitoring regularly -- ...Read More

There are dfinitely many directions to take. I'll try to distill down to two metrics across external & internal GTM KPIs: External Leads, or Revenue within X days of launch Activation/adoption within X days of launch Internal Stakeholder satisfaction (survey) GTM on time delivery, asset readiness The X in days depends on the type of business you're in. For B2C you'll focus on MRR and shorter conversion cycles, likely within the first 15-30 days. For B2B align it with your avg sales cycle for ...Read More

Philosophically, I think Marketers can be very insecure, and use metrics and KPIs to demonstrate capability or establish credibility. The truth is, no one is questioning the role of marketing. And if they are, a dashboard of metrics is not the solution. In my experience, there are two categories of KPI that actually matter... As marketers, its up to you to build the connection of all of your work to these things.1. Revenue & Growth. The buck stops here, it is the great unifier, it is the com ...Read More

As always, the answer is probably “it depends” as it really does depend on what the goal of your launch is. For example, are you trying to drive awareness of a feature? Adoption? Expansion sales? Once you’ve determined the goal of a launch, the KPIs should be relatively straightforward from there. For us, most of our Tier1/2 launches have the goal of generating pipeline revenue (for either new logos, or expansion, or both) so we look at number of demos set / pipeline generated. Even if the oppor ...Read More

Product Marketers should, as they say, measure what matters...and what matters is heavily dependent on the stage of the business and product. If you are earlier stage, focus on assessing whether the problem your product is solving is real and important. Good metrics for this stage: Funnel conversion, win rate, marketing tactical effectiveness (traffic, leads). For later stage, your GTM strategy should be measured by more sophisticated indicators, such as pipeline coverage, deal velocity, net exp ...Read More

KPIs are hard for PMMs.  (1) we don't directly influence everything.  (2) we have a lot of indirect influence.  But my rule of thumb is figuring out your North Star Metric, meaning what is that one metric you can influence that drives say, pipeline, and what are those input metrics? For example, if you're doing a sales play, your input metric might be how often they have used your messaging (Gong is a great tool for this) or your assets (Highspot). In this simplistic example, your North Star Met ...Read More

The most typical KPIs are pipeline/revenue if it’s a product that can be purchased or product adoption if it’s free. However, there are other KPIs that can be leading indicators to follow. It’ll depend on the feature/product/service you’re launching and what the goal of your launch is, so there’s no hard and fast rule here. But here are some examples depending on what you’re trying to achieve: Product goals Product-market fit: product adoption Product launch success: product-specific pipeline, s ...Read More

There are different motivations for launching products. For example, beyond solving a buyer problem a company could launch a product to expand TAM, retain customers, or differentiate from competitors. Based on this business objective you should determine specific goals and KPIs to ensure you are tracking towards success. This may look slightly different whether you are B2B, B2C, or B2B2C.   That being said, there are some go-to KPIs that most product marketing care about. As PMMs, a key part of ...Read More

Every GTM plan should have different KPIs tailored to the product launch and dependent on the launch objectives - whether driving direct revenue, user adoption, or engagement (or a combination of all three)! Revenue-focused launches centrally track pipeline growth, new customer acquisition, contract bookings generated, and sales team utilization of launch enablement resources. Adoption-driven releases monitor number of new users, account signups, product trials started, feature activation rates, ...Read More

Keep in mind the specific KPIs will be dependent on your business and product, however, there are a few that I would consider fundamental for any GTM strategy especially when launching a new product: Customer Acquisition Cost: The cost associated with acquiring a new customer, including marketing and sales expenses. Customer Lifetime Value: The total revenue that you anticipate earning from a customer throughout the entire relationship. Market Share: The percentage of the overall market that you ...Read More

I assume you mean KPIs that objectively demonstrate progress. I have a simple approach that anyone can follow. It starts with clearly defined objectives. I use Win, Keep, Grow, and Steal. Win new customers. Keep the customers you Win. Grow the customers you Keep. And Steal customers from competitors. Each objective has KPIs that are meaningful to your business. If I have a Win objective, a KPI can be the rate of pipeline growth, because a growing pipeline is an indicator of future wins. If I hav ...Read More

The goal of most B2B launches is revenue--but there are many other KPIs you can track besides how much revenue you've generated!  Customer KPIs: These KPIs all tell me how much my launch resonates with my target customer. Pipe generation; lead generation/form fills on any key launch assets like demos and datasheets; registrations/attendance to events and webinars; website views; time on-page.  Sales team KPIs: This is how I make sure my sales teams are excited about my launch and are properly in ...Read More