What are the KPIs that product marketers should be tracking for successful product launches and also growth/maintenance of product launch? What’s the best way to track and measure these KPIs, and on what cadence?

I answered a previous question about measuring success of a product post-launch, but it’s worth diving more deeply into KPIs for the launch itself.  The most important step here is to tie your KPIs to the marketing objectives and strategies that you are adopting. For example, if you’re launching a ‘tier 3’ product without any investment in press outreach, does it make sense to track media coverage? Nope.Let’s assume that we’re focusing on a Tier 1 product launch. Here are the KPIs I typically tr ...Read More

Accomplishments or goals: This is a critical A (please refer to Spark's 5A Framework or other answers) that can be very hard to figure out, but it's worth the time to build them.  I like to think of KPIs in two buckets:  1. New/nascent products need to drive Retention. Set up your Acccomplishments to focus on retention, and after you have that - you can push growth and start heavily investing in marketing to drive growth. If you aren't retaining customers, then there is no need to focus on anyth ...Read More

I think I eluded to some of these in the answer below on tracking the success of a product post-launch, but to summarize: Product Launches: Awareness: PR mentions, organic social traffic, product page traffic, social conversations, etc. Interest: Growth in leads, MQLs, demos or key "middle of the funnel" metrics for you business. Impact: Revenue, and retention. Growth/Maintenance: like to look at two categories here: Product Usage: it could be basic usage, or usage of a specific part of your app ...Read More

I hate to say it, but it depends on the launch--for example, is this a paid new feature or included? For a paid product/feature: Opportunities created Customer TAM (of the customers we have identified as a good fit for this, how many have an open opportunity?) Revenue generated For a non-paid product/feature: Demand gen metrics like webinar attendees, clicks on website, etc. are helpful since it is not related to revenue Overlap for all products/features: Adoption (how many customers have tried ...Read More