What teams do you collaborate to get the KPIs? How do you motivate them to work with you?

Product marketing can collaborate with almost any teams to drive KPIs, so it's important to prioritize based on overall company goals and objectives first and foremost. That said, the teams you should definitely be aligned to are: Revenue (Sales/CS/AM), Marketing, and Product. Let's break each down a bit further:

Revenue & Marketing KPI Alignment:

• Depending on your organization and structure, you may work directly with Revenue leadership and/or RevOps to understand their KPIs. This can include things like revenue targets, retention, pipeline, skill building, and more.

• How you can tie-in: Work with Revenue leadership to understand where they see gaps that need to be addressed (which should be a part of your ongoing work anyway). For example, are you telling the right story for a product? If not, it's an easy step to jointly collaborate on updating a product narrative and enable the team effectively and measure success of that. This all starts with identifying key areas of opportunity for your product or the overall org you're working with, and then working with leadership to set a strategy to address that area.

Product KPI Alignment:

• Product KPIs are likely more delivery, adoption, and customer happiness focused. As a product marketer, you should have direct line of sight to each of those areas so it becomes a question on what is priority for your organization.

• Have a discussion with Product leadership about what they're planning to deliver in the next cycle of KPIs (quarter/year) and then work to prioritize and ensure that matches your plans, but also Revenue's as well. This is where a ton of value from product marketing comes from!

There's a few different teams that PMM needs to partner closely work to ensure alignment and visibility into your key metrics.

• BI or Strategy & Ops team - they often hold the keys to a lot of important data that will help power your insights and strategies.

• Revenue Operations - to understand sales metrics like conversions, deal velocity, upsell and cross-sells

• Marketing - in particular your demand marketing team to understand marketing conversions, awareness, website metrics, etc.

• Product - especially at your launch phase you should be working in tandem together to establish what metrics are important to track

In terms of motivating teams to work with you, I believe if you're working in parallel and have established joint metrics to track against you shouldn't run into any partnership issues. Ultimately, if you are aligned on the important metrics to track against the business goals it will benefit all teams to put together the systems and processes in place to analyze performance.