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What KPIs do you use that directly tie to adoption vs. correlate to adoption (e.g. we send an email campaign and in the same month adoption increases 5% - there is no way to prove the email conclusively led to 5% adoption)

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2 Answers
Product Marketing KPI's
  1. Sapphire Reels
    Sapphire Reels

    Atlassian Senior Director of Product Marketing • 4mo

    This is a great topic, because you’re right—correlation ≠ causation. You need to have strong partnerships with the functions across the business that directly influence and are held responsible for driving adoption. Because PMM can help influence behaviors that lead to adoption. Often, this means partnering with: Product teams who own usage, user flows, and in-product behaviors Growth teams who own onboarding and in-product experiments Customer Success teams who own adoption, value realization, ...Read More

    1,580 Views
  2. Lauren Craigie
    Lauren Craigie

    Inngest Head of Marketing • 1y

    I love this question, but also don't love an environment that needs to conclusively prove one team is responsible for adoption! Ideally you're just using metrics to guide whether you should do more or less of a thing, rather than as an award system But even so, the best way to figure out whether you should send more launch emails in future, is just use a control. Start with a pre-launch pool of say 50 users that you think having the highest likely of adoption. Send the email on Day 1 to the firs ...Read More

    574 Views

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