Ask the Experts
Festival Q&A Silvia Kiely Frucci, Senior PMM at Wilmington Healthcare, is answering your questions after her #PMMfest presentation, "Create KPIs That Have a Strategic Impact." 👇
Silvia Kiely Frucci, Senior PMM at Wilmington Healthcare, is answering your questions after her #PMMfest presentation, "Create KPIs That Have a Strategic Impact." 👇
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In Product Marketing Alliance you can ask and answer questions and share your experience with others!
Who else is involved of the "planning" phase of your KPIs? And would you say product marketing has a lot of influence in terms of deciding which KPIs you go ahead with?
Hi Amy,
at planning stage I have discussed the framework with the Head of Marketing, the Head of Product and the MD. Those roles made sense respect of the story I wanted to describe in my dashboard.
I think Product Marketing have the highest influence on deciding KPIs, collecting and sharing trends with the team. Stakeholder can suggest some specific measurement that will increase the value of the dashboard but ultimately is the PMM decision to track specific data. The dashboard is our way to show the understanding of the company strategy so is key we are on board with everything we want to discuss.
I hope this help! Thank you for listing to the talk!
Thanks for another insightful presentation Silvia! You mentioned doing surveys as part of your brand awareness KPI, how often do you typically run these? And what kinds of questions do you typically ask? And to whom?
Hi Heather,
I run 3 types of survey:
Brand awareness surveys: I look at NPS and Brand Development indices. Those survey every quarter for new customers and once a year they go out to the wider universe
Product survey: I evaluate if the product have benefit the customer, verify the use case and check if the product value perception is changed in someway. Those surveys are on going and they involved all users.
Customer satisfaction survey: We look at the on boarding process, training needs, pricing and support. Those are ongoing survey's involving the buyer of the product.
Hope this help. Thanks for listening to the talk!
Thanks so much Silvia!