Teikametrics Vice President Marketing • 8y
I take the approach of getting both quantitative and qualitative measures, both bottom line (e.g. revenue) and project-specific (e.g. collateral usage) metrics.
Quantitative metrics include: revenue, win/loss rates, launch metrics, product usage, retention
Qualitative metrics include: internal feedback (e.g. sales team surveys), external feedback (e.g. brand awareness surveys)
Teikametrics Vice President Marketing • 8y
Here are some initial thoughts based on my experience building a CI program at previous companies, as well as what I've learned from our customers. Start with the goals you want to accomplish with this new program - why does the business need this now? This can really help with focusing early efforts and making small but measured steps towards an impactful program. Include a healthy mix of proactive, self-serve, and custom services. The proactive component is the "push" side of the CI program - ...Read More
Teikametrics Vice President Marketing • 7y
Agreed with the other answers about aligning impact with focus areas for the business as a whole. Though I also like to have some consistent metrics to be able to see some longer term trends.
There's a separate thread here that dives into PMM metrics:
https://sharebird.com/are-there-any-broad-metrics-you-guys-track-as-pmms
Some good points there about the combination of quantitative and qualitative metrics, and even quantifying some of that qualitative feedback.
Teikametrics Vice President Marketing • 8y
1. Automate as much of the research / data collection as possible. Honestly, this should be "outsourced" to technology because it can do a better job at a fraction of the cost (think of your time) and time (enabling real-time analysis and action). 2. Prioritize what you find. Not everything will be critical, so take a tiered approach - by groups of competitors (tier 1, tier 2, indirect competitors, emerging competitors) and by type of update (acquisition vs. new ebook). This will keep you sane a ...Read More
Teikametrics Vice President Marketing • 8y
I prefer to have a two-person team to do interviews - one person to conduct the interview, the other to take in-depth notes and identify follow up questions. This can be less critical if it's possible to record the interview, but I find that the written notes are fantastic for sharing the takeaways with others afterwards. I found this post pretty thorough in terms of a process, questions, etc: https://labs.openviewpartners.com/how-to-conduct-win-loss-analysis/#.W2OIs9hKjVq Oftentimes, "win / los ...Read More
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