How can you measure the value of what a product marketer does? How can you make executives perceive this value?

When evaluating a product marketing management (PMM) team that oversees multiple products or operates within a matrixed structure, high-level or aggregate metrics play a crucial role. While micro-level data might be necessary to drive specific metrics, it is essential to measure team performance at a broader level to gauge overall team health. By examining team-level measurements, leaders can gain valuable insights into the effectiveness and efficiency of their PMM team's operations. Some examples of metrics are:

• Team NPS (broken out by internal stakeholder groups)

• Adoption rate of new features

• Product usage (i.e. DAU or MAU)

• Customer retention rate

• Lead gen and/or conversion rates

• Sales revenue and growth

First, assess these metrics at the team level and then dive deeper to understand drivers. A combination of high-level and granular metrics offers a holistic view of the PMM team's performance, enabling leaders to understand the impact of their strategies and initiatives on a broader scale while also delving into specific areas that require attention and optimization. By leveraging these metrics, PMM teams can align their efforts with organizational goals, drive meaningful outcomes, and continuously enhance their contributions to the company's overall success.

When it comes to demonstrating a PMM team's impact through these metrics, there are a handful of key strategies that one can use:

• Regular reporting via a single source of truth or dashboard (i.e. Google Sheet, Slides, Notion doc, etc.)

• Case studies and success stories to make the impact more tangible

• Customer research and reporting to quantify the impact beyond key metrics

• Education to explain how PMM impacts the customer journey and company trajectory

PMM don't own outcomes the way some other teams like sales (meetings, deals) and engineering (shipped code) - but we do own the pursuit of the metrics that matter, and the alignment of teams that contribute to metrics that span teams - CAC, CLTV etc.

Any marketer knows that our value is reflected in the growth and health of the business, even if we don't own that processes end-to-end. Like it or not, we have to measure our success in those terms, but also share some drivers of that outcome.

1. Revenue Growth: Directly correlating marketing efforts with sales increases.

2. Market Penetration: Measuring the increase in market share and brand recognition.

3. Customer Acquisition Cost (CAC): Lowering the cost of acquiring new customers through effective marketing strategies.

4. Customer Lifetime Value (CLTV): Enhancing the long-term value of customers through targeted retention strategies.

5. Campaign ROI: Assessing the return on investment for marketing campaigns to ensure they are cost-effective and drive results. TOFU, entrances, conversion etc.