An overview of metrics and a quick run through of a product lifecycle metrics model to track state and health of any product.

1. METRICS FOR
PRODUCT MANAGERS
Saeed Khan
@saeedwkhan
skhan@transformationlabs.io
February 25, 2020 – TPMA
USING METRICS TO DRIVE REPEATABLE
PRODUCT SUCCESS

2. Transformation Labs
We help organizations accelerate their
success by enabling highly effective product
teams and team members through coaching,
workshops and advisory services in areas such
as:
• Product Strategy & Roadmapping
• New Product Research & Discovery
• Organizational Assessment & Design
• Positioning & Messaging
• Win/Loss Analysis
• Product Launch
Contact me – skhan@transformationlabs.io

3. SAEED’S METRICS
23
6
16
45
450K
750M
Years in Product Management
Years working in the US
Products Managed
Product Releases
Kilometers of biz travel
Revenue of products managed

4. I know why you're here.
I know because I was once
looking for the same
thing.
I was looking for an
answer.
It's the question that
brought you here.

5. What
are the
Metrics?

6. METRICS ARE:
• Quantifiable measures
• Track, monitor and assess
• Communicate progress
• Tied to specific objectives

7. ATTRIBUTES OF METRICS
• Quantitative, Qualitative

8. ATTRIBUTES OF METRICS
• Quantitative, Qualitative
• Analytic, Operational

9. ATTRIBUTES OF METRICS
• Quantitative, Qualitative
• Analytic, Operational
• Lagging, Leading

10. ATTRIBUTES OF METRICS
• Quantitative, Qualitative
• Analytic, Operational
• Lagging, Leading
• Actionable, Vanity

11. ATTRIBUTES OF METRICS
• Quantitative, Qualitative
• Analytic, Operational
• Lagging, Leading
• Actionable, Vanity
• Direct, Proxy

12. Which
Metrics
should I
track?

14. User Metrics
# of Sessions/User
Session Duration
Key Actions/Sessions
# of New Users
New Users/month
User Growth Rate
Customer Service
# of Incoming Support Tickets
Net Promoter Score (NPS)
Ave. First Response Time
Average Time to Close
First Contact Resolution Rate
Customer Satisfaction Rate
Business Metrics
Revenue per day/week/month
Revenue Growth Rate
Customer Lifetime Value (CLV)
Customer Acquisition Cost (CAC)
Ave. Revenue per Account (ARPA)
Monthly Recurring Revenue (MRR)
Annual Contract Value (ARR)
Monthly Churn Rate
Retention Rate
Mobile Metrics
Downloads
Activations
UnInstalls
Daily Active Users
Monthly Active Users
Session Length
Session Interval
Ratings
In-app Purchases
Ecommerce
Average Order Value
Cart Abandonment
Checkout Abandonment
Ave. Shipping Cost
Repeat Customers
Visit/Sale Conversion
Cost/Acquisition
API Metrics
API Calls / Day/Week
Call Failure Rate
Call Response Time
Actions per day/week
Uptime/Downtime
Agile Metrics
Sprint Burndown Rate
Velocity
Release Burnup
Feature Cycle Time
Missed Bugs/Defect Rate
Failed Deployments
Epic Burndown
Defects/Story
Funnel Metrics
Product-Qualified Leads
Qualified Lead Velocity Rate
Organic vs. Paid Traffic ROI
Viral Coefficient
Conversion Rate to Customer

15. Metrics:
• depend on context
• Must define what, who, when etc.
• imperfect indicators of what we
want to achieve

17. Which
Analytics
tools should
I use?

18. PRODUCT ANALYTICS TOOLS
H E A P
KISSmetrics

19. ANALYTICS PRODUCT STACK
Attribution
Where do your users
come from?
Aggregation
Collect, standardize
and share data
Analysis
Identify Insights
from data
Action
Engage users based
on insights
H E A P

20. Tools:
• Increase productivity
• Require learning and process
changes
• Are imperfect for many situations

21. Which
Framework
should I
use?

22. Pirate
HEART
North Star
Metrics Frameworks
OKRs
Focus
GAME
https://hackernoon.com/metrics-game-framework-5e3dce1be8ac

23. Frameworks:
• Provide structure and guidance
• Must be applied appropriately for
the given objective
• Are imperfect models

24. ANALYTICS, METRICS, KPIS
Analytics: analysis of (large) data sets to
identify patterns, trends, & other insights
Metrics: Quantifiable measures to track,
communicate state of business processes
KPIs: important (key) measures that track
progress towards big (strategic) goals.

25. Data
Information
Knowledge
Insight

26. 47.89
48.59
47.13
47.48
48.07
48.65
48.62
49.39
DATA (USED IN ANALYTICS)

27. 47.89
48.59
47.13
47.48
48.07
48.65
48.62
49.39
DATA (+AGGREGATED)
47.13, 47.48, 48.07, 48.65, 48.62, 49.39
47.13oF, 47.48oF, 48.07oF, 48.65oF, 48.62oF, 49.39oF
INFORMATION (+METADATA)
INFORMATION (+CONTEXT)
1960s, 1970s, 1980s, 1990s, 2000s, 2010s
47.13oF, 47.48oF, 48.07oF, 48.65oF, 48.62oF, 49.39oF

28. VISUALIZATION – KNOWLEDGE
Ave. Temperature Per Decade in Buffalo NY
https://www.weather.gov/buf/BUFtemp

29. Ave. Temperature Per Decade in Buffalo NY
https://www.weather.gov/buf/BUFtemp
VISUALIZATION – KNOWLEDGE??

30. "You see there is
only one
constant.…Causality.
Action, reaction.
Cause and effect.

31. ACTIONS OUTPUTS METRICS OBJECTIVES
(CAUSE) (EFFECT)

32. Product Management
lives here

33. Product Lifecycle Stages
Develop
Launch
Growth
Maturity
Decline
EndofLife
Sales
Time
Product Lifecycle Stages

34. Product Lifecycle Stages
Buildit
Nailit
Scaleit
Extendit
Milkit
Endit
Sales
Time
Product Lifecycle Objectives

35. Product Lifecycle Objectives
Objective Description
Build it
Nail it
Scale it
Extend it
Milk it
End it
Build the first version of the product for
specific use case(s) for a target market
Identify & address barriers to wider adoption in
your target market & prepare company for product
growth – more than product/market fit
Scale business (marketing/sales/services/operations
etc.). Focus on expansion & new customer acquisition
Move into new markets, segments, use cases etc.
Growth in new customers & sales into existing base.
Reduce investment but continue to market/sell with
an eye on maximizing profits from customer base
Remove all investment, stop actively marketing and
eventually remove from market

36. Buildit
Product Lifecycle Objectives
Scaleit
Nailit
Extendit
Endit
Milkit

37. Product Lifecycle Metrics
A single, holistic model
to track product health
and success across the
product lifecycle.

38. 4 Independent Categories of Focus
Business Organizational
Readiness
Go-To-Market Product

39. What is important in each area?
Business
Corporate Objectives, Revenue,
Pipeline, Win/Loss, Renewals,
Pricing, etc.
Organization
Internal Training and Enablement
(Sales, Support, Marketing etc.),
Partners, Channels etc.
Go To Market
Positioning, Messaging, Lead
Gen, Marketing Funnel, Sales
Metrics, Collateral etc.
Product
Product Strategy, Capabilities,
Roadmap, Quality, Performance,
Stability, Gaps etc.

40. At each lifecycle stage,
Product Management focus
and objectives can be
different!

41. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Focus Areas vs. Lifecycle Objectives
Light Focus Medium Focus Heavy Focus

42. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Focus Areas vs. Lifecycle Objectives
Light Focus Medium Focus Heavy Focus

43. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Focus Areas vs. Lifecycle Objectives
Light
Focus
Medium Focus Heavy Focus

44. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Focus Areas vs. Lifecycle Objectives
Light Focus Medium Focus Heavy Focus

45. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Focus Areas vs. Lifecycle Objectives
Light Focus Medium Focus Heavy Focus

46. Focus Areas vs. Lifecycle Objectives
Build it Nail it Scale it Extend it Milk it End it
Business
Go-To-Market
Organizational
Readiness
Product
Product is in 1 stage at a given time
Light Focus Medium Focus Heavy Focus

47. Implementing the Model
What questions are important to
answer for each focus area for the
current stage of the product
lifecycle
i.e. the key business metrics 

48. Sample Questions to Ask
Business
Organizational
Readiness
Go-To-Market
Product
• Are revenues meeting targets?
• What does our current pipeline look
like?
• What does our deal trend look like?
Up/Down?
• What is our NPS? Is it
increasing/decreasing?
• Which pricing levels are performing
to plan?
• Which pricing levels are not?
• Is our acquisition rate growing?
• Is our retention solid?

49. Sample Questions to Ask
Business
Organizational
Readiness
Go-To-Market
Product
• Are our sales people & sales engineers
trained on the latest product?
• Are Marketing lead gen programs
executing to plan?
• Have our Services teams started engaging
with customers on implementation?
• What is the state of our Partner
enablement program?
• Is Customer Success fully trained on
current version?
• Is Customer Success meeting it’s targets
for new customer implementation

50. Business Metrics

51. Organizational Readiness

52. Product LifeCycle Metrics
A common and holistic view of the
key metrics for your product.
A means to identify, communicate
and proactively resolve issues

53. Woah…
I know
Metrics.

54. Rich
Mironov
Saeed Khan
Your Feedback Please
3 Questions
2 Minutes
1 Happy Speaker
http://bit.ly/tpmametrics

55. Transformation Labs
We help startups and larger organizations
accelerate their success by enabling highly
effective product teams and team members
through coaching, workshops and advisory
services in areas such as:
• Product Strategy & Roadmapping
• New Product Research & Discovery
• Organizational Assessment & Design
• Positioning & Messaging
• Win/Loss Analysis
• Product Launch
Contact me – skhan@transformationlabs.io

56. METRICS FOR
PRODUCT MANAGERS
Saeed Khan
@saeedwkhan
skhan@transformationlabs.io
February 25, 2020 – TPMA
USING METRICS TO DRIVE REPEATABLE
PRODUCT SUCCESS