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What do KPI's look like for a partner product marketer?

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Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceJanuary 31

KPIS for a partner marketer vary based on the maturity of the partnership as well as what the team is solving for in creating the partnership. Also, sometimes the company and the partner are focused on different KPIs.

KPIs may include sales, customer growth (new segment, greater penetration), retention, awareness and usage.

At an established fintech company, the focus was on awareness and usage as it was a large app marketplace, and the fintech company decided to build a specific tech stack and partner for extending the software to solve customer needs to relevant verticals. It was more important at the time to ensure that customers had what they needed in one place when using the platform.

At a tech startup targeting small businesses, we realized that customers were stalling in their success on the platform, and formed strategic partnerships with key players and established MQLs as the primary KPI. Specific programs were developed, however, the partner wasn't getting enough leads. We switched the KPI to leads simply to determine the right profile of the customer that was right for the program. Hence, testing and flexibility is key to ensure you are measuring what matters most.

At an established tech company focused on making teamwork better, the company was focused on driving awareness and usage for integrations, while the partner, a major player in cloud computing, was focused on driving leads. While the primary KPI for each were as mentioned, the company I worked at added a secondary KPI of driving leads.

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