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!).

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