Product Marketing Scorecard

How to track PMM Performance: Template by Stefanos Karakasis and Bill Hobbib.

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👉🏼 This workbook includes both qualitative measures of success as well as quantitative metrics. It is intended as a template you can customize and modify to suit your specific situation.

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First, please make a copy of this for your own use (3 dots top right -> Duplicate).

It is recommended that this be updated at minimum once a month during a quarter, and ideally every one to two weeks. Make sure to connect it to the annual planning with your team 👉🏽

Product Marketing Annual Planning (Example)

Metrics List: A list of common metrics in this worksheet is separated into 4 categories: Financial, Customer, Product GTM, and Process & Growth

Column A	Metric	Name or identifier for metric. Generic names are included in this sheet. Customize as needed for your scorecard
Column B	Target	Enter your target
Column C	Definition	A generic definition is included in tihs sheet. Customize as needed for your scorecard
Column D	Weight	Enter % as appropriate for your team and business. All weights should add up to 100% in Row D36
Columns E to H	Trending	Default is set-up to track each quarter in 2024, but if data is available you may want to enter from 2023 for trend analysis and comparisons

Blank Scorecard - A blank scorecard including all of the metrics from the metrics list in a format that makes it visually easy to present and share.

After you enter the metrics you want to use in the Metrics List with your targets, you can just copy and paste each one into Blank Scorecard to customize for your team
It is suggested that you pick just 2-3 or at most 4 per category. Delete the pre-entered values and cells in the scorecard representing metrics you are not tracking.

Example Q1 2025 Metrics - This is a copy of the Metrics List tab, customized to represent the situation for one example B2B SaaS company. A few metrics have been chosen in each category.

For each metric, the name, target, definition, and weight have been chosen and entered for that company and Product Marketing team. This could be done for each team member.
If a particular item is not important, in this example it simply is not given any weight. You could also just delete the items that aren't applicable. If you have something different, just add it.

Example Q1 2025 Scorecard - Each of the metrics to be tracked in the higher-level scorecard was just copied from the Q1 2024 Metrics sheet and pasted into the Example Q1 2024 Scorecard.

For formatting purposes, a few items were abbreviated and column widths adjusted. You may need to manipulate the formula for calculating the Deltas based on your metrics
Unused metrics from the original template were deleted to keep the scorecard simple and relevant to only what is being tracked.
For sharing with others outside of Product Marketing (e.g. Marketing Leadership team, All-Marketing, Exec Leadership), you can just copy the scorecard and drop it into a slide.
A simple screen copy of the scorecard and pasting as a picture to a slide will likely work better visually than copying the spreadsheet as an object. </aside>

Metrics List

Blank Scorecard

Example Q1 2025 Metrics

Example Q1 2025 Scorecard