What is your north star metric that you use?
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.
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.
Related Ask Me Anything Sessions
Splunk Director, Product Marketing, Rinita Datta on Building a Product Marketing Team
Adobe Head of Product Marketing (APAC), Jeremy Wood on Building a Product Marketing Team
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