How Product Marketing Directly Drives Revenue

Product marketing is a critical function that has a direct and measurable impact on a company’s bottom line. Yet, many—sometimes even product marketers themselves—struggle to connect product marketing efforts to revenue.

Here are a few concrete examples of how product marketing influences the numbers.

Content That Converts

Product marketing content plays a vital role in driving sales. At a previous company, I tracked my product marketing materials' impact and found they contributed to over $2M in pipeline. With a 60% close rate, that meant $1.2M in revenue influenced by product marketing. By implementing a tracking system, I was able to measure which pieces of collateral were used in the sales process and tie them to specific opportunities. When deals closed, the connection was clear. My go-to tracking tool is Seismic (not a paid endorsement)—it has been invaluable in helping me gauge the effectiveness of product marketing content across multiple companies. 

Customer Advisory Boards (CABs) That Generate Revenue

Customer Advisory Boards aren’t just for gathering feedback—they can be a powerful revenue driver. In one instance, I ran a CAB that led to over $1M in upsells from existing clients in a single meeting. The challenge? Our long-term customers were unaware of recent product enhancements. The product worked so well that it ran seamlessly in the background, but that also meant customers hadn’t explored our enterprise solution, cloud offerings, or performance-enhancing modules. By collaborating with product management, I was able to showcase these new features, leading to immediate upsells and new revenue. CABs are a great way to strengthen customer relationships, but they can also have a direct financial impact.

Successful Product Launches That Drive Sales

A well-executed product launch can quickly translate into revenue. At one company, I took a new product from $0 to nearly $500K in revenue within its first six months. The key? Identifying a compelling use case that resonated with our target audience, building a strong go-to-market strategy, and equipping the sales team with the right training and collateral. After months of planning, seeing the sales roll in was incredibly rewarding.

Proving the Value of Product Marketing

If you're a product marketer needing to demonstrate your impact—or an executive questioning the ROI of product marketing—take a closer look at the numbers. Product marketing influences revenue in multiple ways, from content and customer engagement to product launches and beyond. When done right, it’s not just a support function—it’s a revenue driver.