All related (23)
Amanda Groves
Senior Director Product Marketing, Crossbeam | Formerly 6sense, JazzHR, Imagine Learning, AppsemblerSeptember 6

Revenue is the tippy top north star metric. But you can slice and dice how PMM influences revenue based on revenue stage. I like to think about measuring PMM using the 4 A framework:

Awareness - demand gen/PQLs

Activation - registered users/engagement

Adoption - land and expand/utilization

Advocacy - NPS/CSAT/net retention

The PMM function is then split/specalized to inform the above majors and minors, which ultimately influences revenue.

Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 23

I’ve been using the Objective and Key Results framework to establish a robust tracking system for Product Marketing. My deliverables have been connected the most with revenue, user growth, and product launches.

You can think about those as "north star metrics" for my PMM team. This means that every product marketing project was laddered up to those deliverables.