One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing team has much larger sales, product development, and campaign marketing teams. Those teams benefit from having an unambiguous connection between their inputs and critical, quantifiable outputs, especially revenue.
We’ve written previously about the challenge of tying product marketing to quantifiable Key Performance Indicators (KPIs). That challenge is growing. Now, other marketing functions are moving away from “vanity metrics” like the sheer volume of leads or Marketing Qualified Leads (MQLs), and towards metrics that are closer to revenue like marketing-led sales opportunities and even marketing-attributed revenue.
Fortunately, there are several ways product marketers can take their revenue attribution skills to the next level.