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.

1. David Daniels PMC Instructor, Pragmatic Marketing
7 Metrics Every
Product Marketing Manager
Should Know

2. Product marketing
managers get confused
about what to measure
They often think their value is determined by the number of
leads they generate
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3. Generating ‘leads’ isn’t a
good metric
It doesn’t even make the top 7.
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4. You need to know the
health of your product
Before the patient dies.
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5. Start with the Product
Contribution
In other words, how is the product expected to help your
business succeed?
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6. Take 2 minutes and write
down the contribution for
the products you support.
Don’t know it? Ask. Now.
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7. Now for the fun part…
… and not in any particular order of priority…
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8. Look at it like a business…
… be the CMO of the product…
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9. #1 Average Deal Size
On average what is the amount customers buy at one time?
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10. #2 Average Length of a Sale
On average how long does it take for a customer to make a
decision to buy?
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11. #3 Close Ratio
What percentage of the sales
opportunities you get exposed to buy
something?
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12. smaller Average Deal Size +
longer Length of a Sale +
lousy Close Ratio = ?

13. A really big problem
Like update your resume problem
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14. #4 Retention Rate
What percentage of your customers come back for more?
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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?
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16. #6 Customer Lifetime Value
On average how much profit do you make on each customer
and over what period of time?
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17. #7 Customer Acquisition Cost
On average, how much does it cost your organization to get
one new customer?
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18. But what about leads?
You’re still asking about leads? OK…
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19. Leads are a secondary metric
Get a handle on the top 7 and you’ll quickly see why
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20. A lead often lacks a clear definition
Marketing defines it one way. Sales defines it another way.
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21. Creating a perfect storm of conflict
Salespeople don’t care about leads. They care about closing deals
and winning business.
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22. Intrigued? Read more.
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23. Not intrigued? Tell me why.
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