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What are some KPIs that you find over-hyped and/or unimportant?

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3 Answers
Product Marketing KPI's
  1. Jack Wei
    Jack Wei

    Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 5y

    I must ask back: in what context? Because PMM can flex its priorities and alignment towards Product vs. Sales vs. Customer Success (or even Marketing demand gen/comms, I go back do ensuring that whatever KPI is set supports a top 3 corporate objective that the C-Suite cares about. If you forced me to point to a specific KPI, I'd pick #leads or $pipeline generated. You see this especially at smaller, early stage companies where the Marketing team is just getting built out and the team is trying t ...Read More

    1,577 Views
  2. Alex Gammelgard
    Alex Gammelgard

    Wowza VP of Marketing • 4y

    Any KPI, no matter how small, can be important if it’s tied to organizational performance. That said, my biggest pet peeve is when PMMs attempt to show the value of their team with KPIs that aren’t actually tied to anything outcome-based.  A common one that comes to mind is setting goals for “views” of a specific piece of content. Content views are something that should be tracked for diagnostic reasons, but not as a team KPI, unless you want to become a team of “list marketers” checking the box ...Read More

    493 Views
  3. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 1y

    First, I think any KPI that's connected to organizational goals no matter how small or large is important. There's so much value in aligning cross-functionally and pursuing goals that differentiate and move your company forward and aren't just department or function-specific.

    That said, I personally find some view-based metrics to not be helpful. They can help directionally but ultimately aren't reliable as sole KPIs for many initiatives.

    418 Views

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