Published: 14 March 2024
Product marketing supports and influences teams responsible for generating and retaining revenue, yet a lack of direct responsibility creates a measurement challenge. To show impact, product marketers must track performance by using a combination of strategic, operational and tactical metrics.
Measuring product marketing effectiveness is complex because the product marketing role definition and function are highly fluid, with a range of responsibilities and skill sets.
In the 2023 Gartner Tech Marketer Role Survey, the most frequently cited measures for evaluating product marketing performance are “marketing contribution to revenue” followed by “marketing-influenced sales pipeline” and “revenue growth rate.”However, focusing only on these strategic metrics can make it challenging to track, correlate and optimize product marketing activities in order to drive business impact.
The use of operational and tactical metrics for content consumption (such as page views, downloads and time spent) does
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