How do you interact with marketing as a growth product manager? How do you split/share KPI’s?
Marketing and growth product managers work closely in a collaborative and well-functioning organization. Marketing focuses more on the Go-to-market activities, campaign management, customer journey, acquisition campaigns, etc.
Their key metrics are revenue and cost of customer acquisition. The growth product manager shares these KPIs with marketing. The product manager gathers insights from these campaigns and works closely with engineering to build product capabilities that accelerate growth. Together they work as a cross-functional team with shared KPIs.
Marketing is a key partner, and the mistake is to want to split KPIs between teams. I am a big advocate of shared KPIs for team + stakeholders. It's really more about alignment and discussions - and it's different in every teams - rather than applying a framework.
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