Product Marketing KPI's

2 Answers
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
We use OKRs at Airtable and we align OKRs from the top to bottom with an app built on Airtable (of course). Every PMM works on objectives that ladder up to marketing OKRs which in turn ladder up to corporate OKRs. Pretty standard stuff and we find that it works well for us. Not every company work......Read More
926 Views
11 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandFebruary 12
In an ideal world product and product marketing should be embedded in one another’s efforts from start to finish (see my other response on “customer needs” and getting PMM further upstream). In this world product marketing has played an active role in helping set the vision for the feature, doing......Read More
1424 Views
1 Answer
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsMarch 21
There's two big challenges when implementing KPIs for PMM: * Attribution * Reporting You need to be able to properly attribute KPIs to the work a PMM does. Unlike sales where it's pretty clear that AE Alvin closed Deal Delta, marketing efforts can be a little more nuanced to attribute to a......Read More
2135 Views
5 Answers
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass......Read More
528 Views
4 Answers
Jack Wei
Jack Wei
Sendbird Head of MarketingJanuary 27
Such is life in business? At the risk of sounding like a corporate stiff, we must set markers to swim towards, otherwise we're just swimming in circles... So if the KPI feels arbitrary, narrow the scope or make the number smaller. If other stakeholders disagree, that's a different problem to solv......Read More
774 Views
3 Answers
Jack Wei
Jack Wei
Sendbird Head of MarketingJanuary 27
Maybe this is a better question for my team.  For me, I think it's the opposite. KPIs are valuable for me as a PMM because, through all the noise and new requests/projects that I inevitably get in a specific period of time, I can pull my head out of the weeds and make sure I'm moving towards tha......Read More
1072 Views
3 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesJuly 7
There are two questions buried in here.  If you are truly in a situation where your leadership doesn't understand the impact of Product Marketing, are you in the right position? Product Marketing is challenging enough when you have buy-in and support from your leaders. I'd question why this is......Read More
830 Views
2 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesJuly 7
Going to take my time with this one, as I think it combines a number of the other topics, but it's also critical, because PMM often sits at the center of all these things. * Product launches are a big tentpole event in the lifecycle of a company and a product. Done right, they should drive t......Read More
853 Views
19 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 9
It's hard. Real hard.  Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order.  1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1023 Views
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
10 Answers
Ryan Goldman
Ryan Goldman
Moloco Global VP MarketingMay 6
Tricky question! To be honest, OKRs (Objectives & Key Results) are HIGHLY context- and business-specific, so there isn't such thing as "good OKRs for Product Marketing" in the abstract. You should be aligning PMM OKRs to the OKRs at the company level. And keep in mind that they are all about busi......Read More
16284 Views