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Chapter 13The Metrics That Matter

Unlike sales, which hits its numbers or doesn't, product marketing doesn't have many hard metrics showing a job well done. There are some shorter-term indicators, but for most product marketing outcomes, they take time to know if they worked.

The best ways to measure product marketing come down to what you're trying to get from it. It's why managing expectations about what is wanted from the function is so crucial to do up front.

Product Marketing Objectives

Doing product marketing well is about executing the right range of go-to-market activities necessary to drive the business. That's why product marketing results are so closely tied to company goals.

Because goals vary by company situation and stage, there is no one standard set of measurable objectives or key results. That said, here are some example product marketing OKRs:

• Become recognized category leader by major analyst firm(s)
• Launch product to improve market awareness indicators by 10% and enable adoption by [key new market] as % of customer base
• Position product as redefining [insert concept] as evidenced by inbound or category mentions of [insert concept]
• Enable sales to win >50% of competitive deals
• Grow organic evangelism by 10% on key digital and social platforms

If you're most concerned about enabling revenue, product marketing OKRs will be more aligned with sales objectives. If you're most concerned about market positioning or building awareness, OKRs will focus more on ...