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Product marketing metrics that matter

Product marketing metrics that matter

In this presentation, Adobe's Senior Product Marketing Manager, Mary Sheehan, covers:
- An overview of some of the top metrics that matter (and those that don't),
- Metrics that matter to different stakeholders,
- The importance of pilots, and
- Examples of how to use metrics to move your business (note: there's no silver bullet!).

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Product Marketing Alliance

February 19, 2020
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Transcript

  1. © 2019 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

    PMM Metrics That Matter Mary Sheehan, Sr. Manager of Product Marketing, Adobe Ad Cloud msheehan@adobe.com
  2. © 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
  3. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

  4. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Project RE:Brief

  5. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Project RE:Brief

  6. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Hi,

  7. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Hi, Does

    It Matter?
  8. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Why is

    Measurement So Important Now?
  9. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Why is

    Measurement So Important Now?
  10. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

  11. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 62% Companies

    actively involved in digital transformation Source: 2018 Gartner CIO Survey
  12. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Product Marketing

    Has Grown Up Messaging
  13. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Product Marketing

    Has Grown Up Driving the Business Messaging
  14. © 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
  15. © 2020 Adobe. All Rights Reserved. Adobe Confidential. You Can’t

    Manage What You Can’t Measure
  16. © 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
  17. © 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
  18. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 18 Difficult

    to measure everything we do Why Is It Challenging?
  19. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 19 Difficult

    to measure everything we do Many stakeholders with different goals Why Is It Challenging?
  20. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 20 Difficult

    to measure everything we do Many stakeholders with different goals Several variables and dependencies Why Is It Challenging?
  21. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Goals for

    Today Build a Flexible Plan Choose the Right Metrics Understand Stakeholders
  22. © 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
  23. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Know What

    Your Stakeholders Care About 1
  24. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

  25. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Sales Marketing

    Product Map Your Stakeholders
  26. © 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?
  27. © 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?
  28. © 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?
  29. © 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
  30. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Choose the

    Right Combination of Goals to Level Up to 2
  31. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Bottom Line

    Goals Are Top Priority for Product Marketers Generating revenue MQLs Retention Source: State of Product Marketing Report 2019, PMA
  32. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Grow Revenue

    Increase Product Usage Decrease Churn Top Level Goals and Metrics
  33. © 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
  34. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Align to

    Metrics PMM Can Own 3
  35. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Right

    Metrics Quantify what you really need to know Align with and balance corporate priorities Are measured and benchmarked accurately
  36. © 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
  37. © 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
  38. © 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
  39. © 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
  40. © 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
  41. © 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
  42. © 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
  43. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Win Rates

    Accounts won Total pitches Won revenue Total potential revenue / / Grow Revenue
  44. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Feature adoption

    Monthly active users Product Usage Increase Product Usage
  45. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Views Downloads

    Shares Content Usage Decrease Churn
  46. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Pre and

    post surveys Verbal feedback Stakeholder Satisfaction Stakeholder Satisfaction
  47. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Use the

    Right Tools 4
  48. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Tools

    for the Job – Site Analytics Site Analytics
  49. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Tools

    for the Job – Content Management Site Analytics Content management
  50. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Tools

    for the Job – Sales Tracking Site Analytics Content management Sales tracking
  51. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Tools

    for the Job – Product Usage Site Analytics Content management Sales tracking Product usage
  52. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Tools

    for the Job – Stakeholder Satisfaction Site Analytics Content management Sales tracking Product usage Stakeholder Satisfaction
  53. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Build the

    Measurement Plan 5
  54. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Measurement Plan

    Cycle Baseline Monthly Reporting Iterate
  55. © 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
  56. © 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
  57. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Pilots Test

    metrics Test & Iterate
  58. © 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
  59. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Thank You!

    msheehan@adobe.com Mary Shirley Sheehan