What are the biggest challenges when implementing KPIs for your PMM organization? How have you solved them?

There's two big challenges when implementing KPIs for PMM:

• Attribution

• Reporting

You need to be able to properly attribute KPIs to the work a PMM does. Unlike sales where it's pretty clear that AE Alvin closed Deal Delta, marketing efforts can be a little more nuanced to attribute to a deal. Also, many marketing efforts are crossfunctional: Demand gen, web, social, events--all touch initiatives that PMMs either lead or co-lead. You need to identify what KPIs you're attributing to PMM, HOW you're measuring attribution, and make sure your incentives are aligned with your marketing partners so you're not running into each other in your efforts. This requires a lot fo cross-functional teamwork.

Then, you need to properly report on your metrics and KPIs. If you can't accurately and adequately pull metrics, it's pretty hard to measure them and then be held accountable to them. Who owns your MarTech stack? Are PMMs trained and equipt to pull the metrics they need? Do you have partners in the organization that can help pull and interpret results? This is essential to making sure you're set up for success.