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PMM Sr. Team Lead (Trello) at Atlassian
At a high level, I think it's essential for all teams involved to understand the ultimate goal of whatever product or feature they are launching - meaning what is the problem you are trying to solve and for whom? In terms of process I have found the most success from establishing formal kickoffs,...more
Director of Product Marketing at Iterable
Great question! A lot of collaboration can come from shared KPIs, so it's great to align where possible. I'll divide this into two groups, on-going and launches. On-going KPIs: * These should largely be goals you can both impact over time. Things like adoption, revenue (particularly if th...more
Head of Product Marketing, Cisco Meraki at Cisco
I really like this question, so will dig in to our main topic about KPIs here. This idea of cross-functional KPIs is core to what makes PMM the most interesting and the most challenging function to quantify. But, you can do it! Two things I believe strongly: * Cross-functional (or shared) KPIs ...more
Group Product Marketing Manager at Lyft
My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align with product partners on shared KRs or KPIs at a high level. Beyond that, I would suggest gaining this alignment at the PRD an...more
Head of Marketing, IoT at Twilio
Good question. I am sure you have heard this statement many times - “PM and PMMs are like two sides of the same coin”. It’s absolutely true, and work wise I see the roles to have a Venn diagram. There are things each team leads and drives by themselves and then there are overlap areas. The over...more
Director of Product Marketing at Sourcegraph
Great call to have commonly shared KPIs with the product team - this is the best way to ensure mutual success. When it comes to product launches, it depends a bit on what you're launching. If your company has a "core" product and you're launching a new SKU or a product with a separate revenue ...more
Sr. Director of Product Marketing at Cameo
Broadly, alignment with Product should happen in an OKR or goals planning process at some regular interval. That's the real moment to align with you product partners on what problems you're trying to solve and what success means for a number of initiatives.  More specifically, I push that Prod...more