What product launch metrics should B2B SaaS product marketers be accountable for?

In my experiences, PMM is an inherently cross-functional role, so it’s common to have shared metrics with marketing channel owners (awareness or leads), product teams (adoption or revenue), or sales (pipeline or revenue). Also, metrics vary significantly based on your product, audience, and business model.  To set SMART objectives for a launch, I start with questions like:  How does this launch contribute to a broader company objective? To keep teams aligned and engaged, it’s important to ensure ...Read More

Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals.    To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch and in the subsequent weeks/months - Conversions to hand raisers (number of people who want sales engagement), demo requests, free trials.    Your launch plan ideally has a model of awareness (via ads, PR, em ...Read More

Ultimately you’re working to drive revenue (in one way or another), which comes from feature awareness and/or usage.Revenue is a lagging indicator so your launch plan should include metrics that can ladder up to revenue and be measured in a more immediate time frame. Some measure of awareness - page visits on launch day (and subsequent time period) can be one measure Some measure of conversion - depends on where the feature impacts your funnel. If it’s a entirely net new product, hand raisers on ...Read More

One of, if not THE most direct indicator of a strong product marketing output is product adoption. If PMM’s high-level responsibility is to translate product features into customer value points, measuring the onboarding and usage rates of your products is a critical litmus test for any product marketer. The other key areas also include content and win rates. Onboarding data: At the onset of a contract, are customers using the product as much as you think they should? Are they using all the featu ...Read More

This depends if you're a product marketer vs industry marketer but Ill try to answer both. Product marketers need to care a lot about product adoption. That is the biggest driver for any sort of KPI. You need to look at: Conversions - website, form fills, campaigns that are ran Pipeline - topline pipeline growth Attachment rates - new logo and cross selling Product recognition - how its perceived in the market Product ASP - the sales price, keep a close eye on this Industry marketers on the othe ...Read More

The answer is, as always, it depends :) Is the PMM the owner of the launches at the company? If yes, their KPIs can be process related; i.e. snags in as well as successes (think low volume of support tickets that were created due to the launch, campaign readiness, sales and support readiness, etc.). In either way, instead of thinking about a set of KPIs that don't change for each launch, I like the approach of setting org-wide KPIs for each launch that are relevant for that specific launch. So f ...Read More