In my experiences, PMM is an inherently cross-functional role, so it’s common to have shared metrics with marketing channel owners (awareness or leads), product teams (adoption or revenue), or sales (pipeline or revenue). Also, metrics vary significantly based on your product, audience, and business model.
To set SMART objectives for a launch, I start with questions like:
- How does this launch contribute to a broader company objective? To keep teams aligned and engaged, it’s important to ensure everyone understands how their work contributes to higher-level goals.
- Does it make sense to focus on a specific stage of the customer journey, or pursue a full-funnel approach?
- What unique value can marketing drive as part of this launch, and how will you attribute and measure this value?