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Top 7 Metrics For Product Marketing

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Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track. This post helps to unpack that dilemma into a starting set of metrics which show the health of a product.

Veröffentlicht in: Leadership & Management
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Top 7 Metrics For Product Marketing

  1. 1. David Daniels PMC Instructor, Pragmatic Marketing 7 Metrics Every Product Marketing Manager Should Know
  2. 2. Product marketing managers get confused about what to measure They often think their value is determined by the number of leads they generate Photo by Raquel Martínez on Unsplash
  3. 3. Generating ‘leads’ isn’t a good metric It doesn’t even make the top 7. Photo by Alex Iby on Unsplash
  4. 4. You need to know the health of your product Before the patient dies. Photo by Marion Michele on Unsplash
  5. 5. Start with the Product Contribution In other words, how is the product expected to help your business succeed? Photo by Sanketh 🌐 on Unsplash
  6. 6. Take 2 minutes and write down the contribution for the products you support. Don’t know it? Ask. Now. Photo by Patrick Fore on Unsplash
  7. 7. Now for the fun part… … and not in any particular order of priority… Photo by Adam Whitlock on Unsplash
  8. 8. Look at it like a business… … be the CMO of the product… Photo by Samuel Zeller on Unsplash
  9. 9. #1 Average Deal Size On average what is the amount customers buy at one time? Photo by Andrea Ledda on Unsplash
  10. 10. #2 Average Length of a Sale On average how long does it take for a customer to make a decision to buy? Photo by Loic Djim on Unsplash
  11. 11. #3 Close Ratio What percentage of the sales opportunities you get exposed to buy something? Photo by Olu Eletu on Unsplash
  12. 12. smaller Average Deal Size + longer Length of a Sale + lousy Close Ratio = ?
  13. 13. A really big problem Like update your resume problem Photo by Yosh Ginsu on Unsplash
  14. 14. #4 Retention Rate What percentage of your customers come back for more? Photo by Elena de Soto on Unsplash
  15. 15. #5 Adoption Rate What percentage of your customers continue to use your product after they bought? Or do they get annoyed and stop using it? Photo by Igor Ovsyannykov on Unsplash
  16. 16. #6 Customer Lifetime Value On average how much profit do you make on each customer and over what period of time? Photo by rawpixel.com on Unsplash
  17. 17. #7 Customer Acquisition Cost On average, how much does it cost your organization to get one new customer? Photo by Duangphorn Wiriya on Unsplash
  18. 18. But what about leads? You’re still asking about leads? OK… Photo by Edwin Andrade on Unsplash
  19. 19. Leads are a secondary metric Get a handle on the top 7 and you’ll quickly see why Photo by Matthew Henry on Unsplash
  20. 20. A lead often lacks a clear definition Marketing defines it one way. Sales defines it another way. Photo by Annie Spratt on Unsplash
  21. 21. Creating a perfect storm of conflict Salespeople don’t care about leads. They care about closing deals and winning business. Photo by Clinton Naik on Unsplash
  22. 22. Intrigued? Read more. Photo by Sunyu on Unsplash
  23. 23. Not intrigued? Tell me why. Photo by Ellen Carlson Hanse on Unsplash