Product marketing metrics that matter

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Mary’s “Metrics That Matter” Companies - Adobe, Google, AdRoll, Verto Analytics, SocialChorus Years of experience in product marketing Book coming out – Product Launch Enablement and Strategy, Explained 5 12 1

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Div Manickam, Director Portfolio Messaging & PMM Influencer With the introduction of real-time data, product marketers are able to discuss and understand customer pain points and issues, and address these matters immediately. “ “ Data & Metrics Key for PMMs

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Owning Key Metrics Gives PMM a Seat at the Table 6.5/10 Product marketing influence on goals and strategy Source: State of Product Marketing Report 2019, PMA

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Owning Key Metrics Gives PMM a Seat at the Table 6.5/10 Product marketing influence on goals and strategy Product Marketing influence on overall company 6.9/10 Source: State of Product Marketing Report 2019, PMA

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. 22 5 Steps to Metrics Success Know Your Stakeholders Know the Tools Build the Measurement Plan Choose Top Level Goals Wisely Align to Metrics PMM Can Own 1 2 3 4 5

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Head of Product How Fast Is Customer Usage Growing? Product Usage How often are the coming back? Product Growth How much has product usage increased? Churn Are customers sticking with us?

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. CMO How Many New Customers Are We Acquiring? Leads Are we on track to hit the MQLs we’ve committed to? CAC How much does it cost us to get a new customer? LTV What is the total value of our customers by segment?

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Head of Sales Will We Hit Revenue Goals? Revenue Will we hit quarterly revenue targets? Time to Close How can I close deals faster? Pipeline Are we set up for success?

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. ”I’m building my plan. What are your most important goals that we can align on?” ”How can PMM activities align to those goals?” ”What matters the most?” Start the Conversation

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Most Companies Fail by Not Asking the Right Questions About Goals Before Measuring Can we influence them? Are they motivating? Do they show a true picture of success? *coming soon

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. What Are Some Metrics PMMs Can Own? New feature adoption Content downloads Demo requests or views Product landing page conversion Product activation Adoption Sales pipeline increase Customer win rate increase Product usage tracking Surveys internally and externally Sales cycle length Initial sale User adoption Trials

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. What Are Some Metrics PMMs Can Own? New feature adoption Content downloads Customer win rate increase Product usage tracking Surveys internally and externally

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Grow Revenue Increase Product Usage Decrease Churn New feature adoption Monthly, weekly, daily active users Content metrics such as downloads, customer event attendance Align PMM Metrics with Top Level Goals Stakeholder Satisfaction Increase Win Rates

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Increase Product Usage Decrease Churn New feature adoption Monthly, weekly, daily active users Content metrics like downloads, customer event attendance Stakeholder Satisfaction Grow Revenue Align PMM Metrics with Top Level Goals Increase Win Rates

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Grow Revenue Decrease Churn Content metrics like downloads, customer event attendance Stakeholder Satisfaction Increase Win Rates Increase Product Usage New feature adoption Monthly, weekly, daily active users Align PMM Metrics with Top Level Goals

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Grow Revenue Increase Product Usage New feature adoption Monthly, weekly, daily active users Stakeholder Satisfaction Increase Win Rates Decrease Churn Content metrics such as downloads, customer event attendance Align PMM Metrics with Top Level Goals

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Grow Revenue Increase Product Usage Decrease Churn New feature adoption Monthly, weekly, daily active users Content metrics like downloads, customer event attendance Increase Win Rates Align PMM Metrics with Top Level Goals Stakeholder Satisfaction

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Create your baseline Increase Win % Content usage - downloads Product usage - WAUs Customer satisfaction (1- 10) 2019 Baseline 50% 5000 500 WAUs 6 - Neutral 2020 Goal

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. Get consensus & revisit monthly Increase Win % Content usage - downloads Product usage - WAUs Customer satisfaction (1-10) 2019 Baseline 50% 5000 500 WAUs 6 – Neutral 2020 Goal 55% 6000 800 WAUs 8 – Exceeds Expectations

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© 2020 Adobe. All Rights Reserved. Adobe Confidential. 58 5 Steps to Metrics Success Know Your Stakeholders Know the Tools Build the Measurement Plan Choose Top Level Goals Wisely Align to Metrics PMM Can Own 1 2 3 4 5

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