What's your process for figuring out what metrics to hold PMM accountable for?
2 Answers
This ties back to business objectives (corporate level KPIs), and how your team / individual role & responsibility is structured against those objectives.
You'll often see that, depending on the company stage and maturity, PMM will skew towards alignment with either Product OR Sales. But it's rarely perfectly positioned in the middle.
- Let's say your business has an aggressive product growth target... well then you're likely to staff a PMM that'll specialize in launches, or maybe even a lifecycle marketer (the next hottest role after PMM in marketing, I might add). In that case the metric to hold this particular PMM accountable to is: Activation, adoption, or engagement rate within the first 5, 10, 30 days post-launch -- something to that effect.
- On the other hand, if there is a clear sales target, then you could have the PMM aligned to: Revenue, win rate, close rate, ASP, etc.
I recommend to stick with 1 metric wherever possible to not muddy the water. And again, enure alignment with the business objective and take advantage of the fact that most PMM teams get a comprehensive view of the business and can position against critical initiatives (and associated metrics).
1479 Views
Sina Falaki
Motive Head of Global Product Marketing | Formerly Procore • November 23
Messaging and revenue. But to be clear, here are the specifics:
- Drive pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth)
- Partner with enablement to ensure quota-carrying teams know what to say to whom and when
- Bring customer feedback into the product and technology team in order to inform product roadmaps.
- Prioritize, open, and adapt to new markets and industries
- Drive home differentiated and unique value
372 Views
Related Ask Me Anything Sessions
Canva Ecosystem Marketing Leader, Indy Sen on Product Marketing KPI's
October 1 @ 10:00AM PST
Coda Head of Product Marketing, Beth McGrath on Product Marketing KPI's
Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Product Marketing KPI's
Top Product Marketing Mentors
Morgan Joel
Intuit Head of Product Marketing, QuickBooks Live
Nisha Srinivasan
Sr. Product Marketing Manager
Stevan Colovic
Sharebird Product
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Surabhi Jayal
Sharebird Marketing Associate
Kelly Farrell
Intercom Product Marketing Manager
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite
Meg Murphy
IBM CMO, IBM Systems
Natalie Louie
ICONIQ Capital Product & Content Marketing
Harsha Kalapala
AlertMedia Vice President Product Marketing
Related Questions
When it's hard to tie certain campaigns or assets to the pipeline generation, what other metrics we can consider?What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?How do you think about KPI's for product launches, balancing awareness, demand gen and pipeline?I'm a first-time PMM leader at a pre-IPO company; what KPIs should I own and not own?
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?