Zoominfo Product Analytics
When I joined ZoomInfo, product teams were shipping quickly but measuring success inconsistently across 100+ PMs. We needed to align on shared customer outcomes and build the cultural and technical foundation for data-informed product decisions.
Michael Perlis
Director, Product Analytics
My Role
As Director of Product Strategy & Analytics, I led the transformation by unifying core product metrics to our GTM Intelligence Platform product strategy, embedding instrumentation into product delivery, building a self-service analytics ecosystem, and evolving the analytics team from task takers to strategic partners.
Challenges
Teams used different definitions for key metrics like active users, launched features without instrumentation, and lacked trust in data. Product, GTM, and engineering operated in silos, making it difficult to connect product work to customer outcomes.
Solutions
I created a Product Metric Driver Tree linking 200+ KPIs to 25 core metrics, instituted a “Day 1 Instrumentation” standard, built Amplitude, Tableau Pulse, and AI-powered self-service tools, and established a product strategy reporting cadence that made insights actionable across product and GTM teams.
Impact
The transformation aligned leadership across Product, Engineering, and GTM on shared outcomes, reduced ad hoc reporting by 40%, improved key product metrics by 10–15% and retention by 3%. PMs gained self-service access to trusted data, driving faster, more confident decisions across the organization.
