What KPIs do you use that directly tie to revenue increases?

Love this question. Anything related to content/brand performance, filling the top of the funnel, or even SQOs are a fantastic reflection on PMM's ability to provide DG and Digital with compelling messaging for a clearly defined IC, but those metrics do have a longer line to draw to closed revenue for the business.

So if you're looking for something a little closer to the metal, I would look at later stage conversion rates—but still within the realm of things PMM can influence. Mine would be conversion from demo into POV planning, and from POV planning into POV. Beyond that is a lot of product and sales engineering effort. I have an eye on those activities, but our place to shine is really more in how we're convincing the right audience that now is the right time to solve their problem, and our product will definitely help.