What is an important KPI that you see product marketing teams completely missing?

Adoption. Adoption. Adoption.  PMMs think of launches as the big day. In reality, it's just a milestone if your product's lifecycle. Don't settle on traffic/clicks etc as your launch metrics. Think about launch success 3-6 months from the launch date. This is where measuring product adoption helps. It's really easy to miss adoption (mostly because it's hard to track or there aren't any standard processes to track it). So, take the ownership, find a model to define adoption metric and start track ...Read More

Rather than a KPI, the things I see teams miss most often is looking at output rather than impact. Before setting KPIs, it is key to establish what you want to achieve and why at an organizational level. After companies set their north star and goals, that should flow into department priorities, team priorities, and individual priorities. Product marketers can then use an output to impact framework to plan their work. Start with the impact on the organizational level (ARR, new subscribers, churn ...Read More

PMM can be one of the most impactful orgs in the company - we have a unique view into the market, the competition, and engage daily with product, CS, and the entire GTM team. We also often have a seat with Finance, given our responsibilities in pricing and packaging. That’s why it always surprises me when PMM shies away from taking on KPIs that show true business value. Everyone wants to measure the outcomes of a product launch/major campaign, or look at content usage, etc., but the things the C ...Read More

Metrics and goals around sustained product adoption and usage.  I see a lot of PMM's set KPIs around ARR, trials started, or feature usage in the first 30 days after a feature launches, but they don't set any long term goals around adoption and usage. Without a goal around sustained product adoption metrics, there's nothing there to keep you accountable about the long term success of a feature or product. You run the risk of "launching and walking away" where you're all hands on deck for the lau ...Read More