Which organizational KPIs do you suggest PMM attach themselves to and what are the relevant PMM ways to measure?

The key to effective PMM measurement is understanding that our work should directly ladder up to company OKRs, particularly through marketing and product team objectives. Here's how to approach this:

First, identify which company OKRs your PMM work naturally influences. Product Marketing sits at the intersection of product, sales, and marketing, so our work typically feeds into multiple organizational goals. The trick is to be intentional about which OKRs you align with – don't try to attach to everything.

Second, work backwards from those OKRs to define your PMM metrics. For example:

• If supporting product team OKRs, focus on adoption and usage metrics

• If supporting marketing OKRs, align with pipeline and awareness goals

• If supporting sales OKRs, track enablement effectiveness and win rates

Third, and this is crucial, document and communicate the direct line between PMM activities and these broader objectives. This helps stakeholders understand not just what you're measuring, but why it matters to the organization's success.

Remember that OKRs evolve quarterly or annually, so your PMM metrics should be flexible enough to adapt while still maintaining consistency in how you demonstrate impact. The goal isn't to own the OKRs, but to show clear contribution to their success.

The KPIs for PMM can definitely depend on the type of company or market you're selling into. Based on my SaaS background, I lean towards revenue-related metrics as PMMs need to show contribution to growth. To be specific there are two primary:

• Win Rate

• Pipeline Creation/Contribution

Secondary:

• Product Adoption

The reason I place a premium on win rate and pipeline contribution is PMM has such an important role in developing positioning and messaging that not only attracts potential customers, but should also help sales in converting those prospects to closed sales. In my experience as a PMM and leading teams, PMM has been responsible for building the pitch deck, arming our sales teams with competitive intel, enabling the field, and even participating in larger, individual deal pursuits.

Product adoption is a key metric to track for product launches. When a PMM is supporting a product or feature launch, you want to ensure existing customers are using the new product or feature.