Using Customer Research to Define Metrics for Product-led at Scale

For product-led companies operating at scale, a marketing funnel with traditional metrics may feel so vast and opaque it becomes impossible to reliably predict revenue.

Sometimes the classic metrics and KPIs simply won't cut it. When your customer journey doesn't line up with any of the linear funnels or flywheels, you may need to think outside the box to measure what matters. But, defining new metrics is hard! And, wiring them up can be even harder.

In this talk, we'll explore how to:

• Know if it's time to define a bespoke metric for your business
• Prepare for tradeoffs between data precision and customer experience, and
• Start validating new metrics with research before you make any heavy-lift changes