What metrics do you measure product marketing on at a team level (when there are multiple products and multiple product marketing teams)?

Great question and to be honest in 25+ years in product marketing, I'm not sure I've fully cracked the 'measurement' topic in general! That being said what I attempt to do is two things. 1) Try to 'attach' ourselves to the key business KPI's i.e Revenue, Won Deals, ACV, Time to Close etc. PMM contributes in some way to all of those so it's important to ensure your plans and your activities/.initiatives correspond with those core business objectives somehow. A good example of this might be the product enablement that PMM drives should help sales close more deals, and possibly bigger deals etc etc. Also if we do better competitive differentiation workshops, then we should have more competitive wins etc. 2) I try to have some more distinct and slightly 'softer' measures as well such as content product (5 case studies per quarter, engage with 10x customers per quarter etc etc.) These are quite quantitative and can be used as secondary metrics to help showcase productivity etc.

When managing a PMM team that covers multiple products or is matrixed, high-level or aggregate metrics are key. While more granular data may be needed to drive specific metrics, you need to measure the team at a higher level to measure overall team health. By looking at team-level metrics, leaders can get valuable insights into how their PMM team is doing.

Here are some examples:

• Team NPS (by internal stakeholder groups)

• Adoption of new features

• Product usage (DAU or MAU)

• Customer retention

• Lead gen and/or conversion rates

• Sales revenue and growth

Then measure at the team level and drill down to understand drivers. A mix of high-level and granular metrics gives you a complete view of the PMM team’s performance so you can see the impact of your strategies and initiatives across the business while also zooming in on areas that need attention and optimization. By using these metrics PMM teams can align to company goals, drive real outcomes and continuously add to the company’s success.