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Head of Product and Solutions Marketing at Slack
We have partnered with our integrated campaigns team to formalize roles and responsibilites and then we actually aim to share KPIs. I think it makes us stronger to feel like we are succeeding and failing together vs being able to say Product Marketing "succeeded" in a quarter where we didn't hit ...more
Senior Director, Product Marketing Strategy at Zuora
At Zuora (and at my last company at Hired) we have OKRs and each group creates their own and works with each other to define theirs. We can also view everyone's OKRs in our Workboard tool. Alignment begins before any project begins. Each quarter we all get better at aligning our OKRs. And, with e...more
Founder at BrainKraft
My answer is predicated on product marketing owning the launch and deman gen having a component of the launch. Product marketing provides the target buyers, the target market segments, the value proposition, and translates launch goals into lead gen objectives. Lead gen has what they need to plan...more
Sr. Director of Product Marketing at Cameo
Great question. I would first caveat that this is something we're always working on, so if you haven't figured it out yet, don't worry, goal setting, responsibilities, and KPIs are always a work in progress! I think it's rare that in larger organizations and with significant cross-functional w...more
Director of Product Marketing at Narvar
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear.   For every product or feature launch, I create a go-to-market checklist that includes timeli...more
Vice President Product Marketing at TripActions
As the driver of the overall success of a launch, typically the PMM is responsible for the overall metrics around a launch. These can drill down into KPI categories like: Sales (ARR), Product (adoption or engagement), PR/Comms (coverage), Social (likes, new followers, engagement), Web (traffic, d...more
Head of Product Marketing at Samsara
A simple answer to this is that as a PMM, you are responsible for product launches and the GTM strategy around those launches. So, you will ultimately own all launch metrics. However, things like Pipegen, ACV/Revenue, Traffic, SOV etc are shared with your demand gen and content stakeholders.  ...more
Director of Product Marketing at ESO
This is really two questions with very different answers: KPI's: Especially for KPI's, drawing a solid line between Product Marketing and Demand Gen is unnecessary; it could even cause harm to collaboration between the two functions. Both teams are working to drive new sign-ups, adoption, or re...more
Head of Product Marketing, Core Product at Gusto
Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. Strategic, foundational work is hard to measure. And being so interconnected means that there are heaps of dependencies and vari...more