> we didn't make any more money the longer someone spent on that product. There was no advertising model associated with it--it is a per-seat hosted solution.
Are you sure that time spent on product does not affect sales? E. g. is it possible that if people don't spend time with product, they will renew the subscription next year?
> So I never could figure out why our marketing team was all about engagement other than they kept hearing that word said about other digital products and, so, naturally it applies to ours as well and we must do what everyone else is doing!
Perhaps it is the issue of the marketing department of that organization is that their bonuses are not tied to any performance metrics.
In proper organizations (like Google) marketing director get paid if their marketing efforts give the company more revenue than the company spends on marketing, and fired otherwise.
> Are you sure that time spent on product does not affect sales?
It may have, but not dramatically. The product wasn't what we were known for. Customers came to us for other services that we were known for (and, I should add, this company is very good at what they do) and this digital product sold as a sort-of upsell.
> Perhaps it is the issue of the marketing department of that organization is that their bonuses are not tied to any performance metrics.
I don't know for sure, not having any insight into that part of the business, but knowing that company I would bet you are right.
> E. g. is it possible that if people don't spend time with product, they will renew the subscription next year?
For most tools (and the GP does make it seem to be the case), usage count is roughly correlated with added value, and time/usage to added cost.
So, are you asking if total time spent on it is correlated with added value? Well, maybe. You are just making a very bad question, and may get any random answer. If you are using this as a metric, all the easy ways to increase it add costs, not value.
Are you sure that time spent on product does not affect sales? E. g. is it possible that if people don't spend time with product, they will renew the subscription next year?
> So I never could figure out why our marketing team was all about engagement other than they kept hearing that word said about other digital products and, so, naturally it applies to ours as well and we must do what everyone else is doing!
Perhaps it is the issue of the marketing department of that organization is that their bonuses are not tied to any performance metrics.
In proper organizations (like Google) marketing director get paid if their marketing efforts give the company more revenue than the company spends on marketing, and fired otherwise.