Product Marketing KPI's
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
I like to measure all marketing in terms of:Outputs: What you did marketing-wise such as sent X emails to whom, created Y social posts, made Z video, etc.Outcomes: How di...
760 Views
Unusual Ventures (former VP PMM @ Okta) Operating Partner • 6y
Lots of ways to do this, but there are 'tactical' and 'strategic' ways to measure success. Tactically, setting up metrics-based feedback loops in the go-to-market is key...
1902 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
There are different types of competitive product research. Therefore, it's important to ask execs who this research is for.Doing extensive competitive product research to...
854 Views
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Close Head of Product Marketing • 4y
I think this depends largely on the size of an update - and the audience.
For our largest releases, they are communicated early and often - to drum up excitement. Throug...
1093 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 10mo
I always start by understanding the structure and maturity of the business and product. If we’re early-stage or pre product-market fit, I embed PMMs directly within produ...
15739 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1mo
It depends. But one simple way to think about it is inputs / outputs (or leading vs. lagging). Let’s say you’re trying to develop KPIs associated with new product messa...
355 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
This is what makes PMM so fun. And also a little chaotic. You're frequently context-shifting between strategic investments (a 12- to 18-month horizon), quarterly operatio...
1630 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 4mo
Culture and perception of the value of product marketing are hugely important. In some companies the function is seen as an administrative function pumping out collateral...
891 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1mo
Here’s a hot take. Don’t. Don’t try to force attribution. From my time working in PMM, I’ve been exposed to and involved in frequent debates on how to drive some sort ...
477 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
Simply put, if your cross-functional stakeholders change behavior or execute differently based on conversations with you, you have influence. If they nod politely and not...
342 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
All you need is a repeatable narrative report that ties your initiatives and efforts for a release or a quarter to the resulting revenue impact, change in market percepti...
392 Views
Verkada Vice President Product Marketing • 4mo
Listen to sales calls to understand how messaging is being used and how customers are responding to it.We don't track formal win-loss metrics at Verkada, but my team does...
351 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
This is the process I have usually followed:Get all your key stakeholders on a call and align on the objective first. What would success look like? Is there a metric that...
493 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
Yes, multiple teams influence growth, meaning they are responsible for growth. At the same time, PMM is accountable for building the foundational messaging and marketing ...
393 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 2mo
PMMs have it tough. So much of what we do is influencing other metrics vs owning them outright. Especially when it comes to messaging. Here are some of the metrics we loo...
763 Views
HeyGen Head of B2B Marketing • 1y
This can be tricky, especially if cross-functional leaders and stakeholders have never worked with a PMM team in past roles. So, I’d emphasize educating the organization ...
1823 Views
Barracuda Networks Product Marketing Director • 3mo
Positioning isn't about being better, it's about being the best fit for a specific problem. Here how I would approach this: Try to identify the ‘real enemy’. This usually...
734 Views
Twilio Senior Director, Product Marketing • 4mo
A few questions I've asked (or heard) more than once:What does growth in X look like over time?How is no one tracking X?Why does marketing have a different number than pr...
1269 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 3mo
I’ve seen a few versions work, depending on company size and how complex the product and sales motion are.In most teams I’ve worked in, product marketers are aligned to a...
223 Views
Atlassian Senior Director of Product Marketing • 3mo
This is a great topic, because you’re right—correlation ≠ causation. You need to have strong partnerships with the functions across the business that directly influence a...
1408 Views
Atlassian Senior Director of Product Marketing • 3mo
To not be so repetitive as other answers, going to keep this one short but lots of good context on this throughout the AMA 🙂. I will reiterate that you can’t blindly focu...
1423 Views
Atlassian Senior Director of Product Marketing • 3mo
Without belaboring the same point as other answers, I would start simple/focused and mature your approach over time. Baseline key metrics, track execution/engagement metr...
1360 Views
Atlassian Senior Director of Product Marketing • 3mo
Ohhh - enabling sales and working with enablement - often a spicy topic in my experience. I have spent a lot of time on this. It requires clarifying roles between PMM/ena...
1382 Views
Atlassian Senior Director of Product Marketing • 3mo
Proving PMM impact in an enterprise set-up requires showing how PMM impacts the path to revenue. Pipeline is the most common measure for enterprise PMMs. But it’s importa...
1378 Views
Atlassian Senior Director of Product Marketing • 3mo
I am primarily focused on enterprise—but when I worked at a start-up as the first Product Marketing Associate, here's what I did: relentlessly prioritized, focused, and a...
1389 Views
Atlassian Senior Director of Product Marketing • 3mo
If you want to build a case for PMM as a revenue-generating function rather than a cost center, I recommend proving it through pilots. Pick a revenue-adjacent problem or ...
1350 Views
Are there any KPIs that you recommend all PMMs track?
Agnostic of product type/industry/etc.
Atlassian Senior Director of Product Marketing • 3mo
There are definitely product and industry agnostic KPIs PMMs should track. But as I shared in another answer, sales- vs product-led (along with b2b or b2c and enterprise ...
1381 Views
Atlassian Senior Director of Product Marketing • 3mo
Loooonng answer incoming but this is one I get excited about.Building a culture internally where PMM is looped in when results are shared happens when other teams realize...
1392 Views
Atlassian Senior Director of Product Marketing • 3mo
Knowing which KPIs to measure your PMM team on depends on your company’s or product’s business model. My team works on an offering that is enterprise B2B sales-led with a...
1454 Views
Atlassian Senior Director of Product Marketing • 3mo
My background is primarily sales-led enterprise. That being said, a few things come to mind. In my opinion, it’s largely a mindset shift. In PLG, a PMM expands their remi...
12081 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Look for risk-taking attitude and strong storytelling abilities that can resonate with different audiences.I start with attitude - I look for someone willing to take risk...
328 Views
Ting VP of Marketing • 4mo
For smaller companies without dedicated analytics teams, aggregate existing dashboards rather than building your own.If you're at a smaller company or startup as the firs...
293 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Focus on message consistency across the organization as a key indicator of effective positioning.Our number one job is to get message consistency out in the market. It's ...
325 Views
Ting VP of Marketing • 4mo
Take advantage of AI tools to accelerate your research and analysis capabilities.I would tell myself to use AI tools extensively. It's almost unfair how much these tools ...
293 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Leverage your unique position as the face of the market to provide insights that other teams don't have access to.Remember that PMM's power comes from being the face of t...
312 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Use a standardized quarterly deck to communicate goals, achievements, and plans to stakeholders and executives.I maintain a standardized "walk-around deck" that I update ...
318 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Create accountability by breaking down larger North Star metrics into specific activities that product marketers own and can be measured against.When we share bigger Nort...
311 Views
Former Head of Product Marketing at ServiceNow and Atlassian | Formerly ServiceNow, Atlassian, SAP, HP • 4mo
Product marketers should tie their metrics back to revenue to ensure they feel connected to business outcomes and understand their impact.I make sure all my product marke...
294 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 4mo
I make sure Product Marketing and Product stay aligned by treating launch as a defined stage in the new product introduction process, not something that automatically hap...
489 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 4mo
There are 3 types of KPIs that matter. Organizational, output and outcomes.Organizational are things like headcount ratio to product lines or revenue support. Or, employe...
398 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 4mo
Pre-PMF orgs or teams that aren’t fully data driven can still get plenty of signal on what’s working. You don’t need a stack of dashboards. You just need simple markers t...
654 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 4mo
When it comes to operating at scale, you inevitably have to be in a position to explain to the various stakeholders what you've done for them, whether it is how a specifi...
428 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 1y
Upselling and cross-selling can be influenced by pricing and packaging. Early Salesforce, burgers and fries. What's in and what's an add-on. How do you anchor your custom...
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674 Views
ServiceNow Director of Product Marketing • 1y
Yes, we share some KPIs with growth and customer marketing, but you must clearly define the measurement and ownership of those metrics. One example is product adoption me...
727 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
A successful product launch goes beyond simply introducing a product to the market. It involves generating strong customer interest, achieving measurable market impact, a...
1262 Views
CaptivateIQ Senior Director, Product & Corporate Marketing | Formerly Scribe, Okta, LinkedIn • 4mo
There’s no such thing as a common KPI in PMM! Okay maybe that’s an exaggeration but KPIs in product marketing really vary heavily by organization, current priorities, you...
2729 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 1y
Balancing quantitative KPIs with qualitative insights is essential for product marketers. Having both types of insights helps to validate your conclusions, build credibil...
719 Views
CaptivateIQ Senior Director, Product & Corporate Marketing | Formerly Scribe, Okta, LinkedIn • 4mo
Generally, PMM teams should share KPIs with demand gen. Where you have the luxury of getting more granular to tease out PMM’s specific impact, do it!We’re currently in th...
7660 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 4mo
This should be straightforward. Again, there are three KPIs, Organizational, Output, and Outcomes. And especially around Outcomes, it's all about following where the busi...
403 Views
Ting VP of Marketing • 1y
Let me share how we approach this at AssemblyAI because measuring positioning effectiveness is one of the trickier challenges in product marketing. At first glance, it se...
1862 Views