Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?

You're right this is hard to do, and I'm sure you'd get different answers from different Demand Gen leaders. When you lack historical data for a given region to inform goal setting, the two most useful inputs are a) business objectives and b) comps from other regions where you are marketing to similar buyers. Business objectives should inform your investment level, mix, and funnel metrics. For example, if you need to generate $1M in incremental bookings from the region by the end of your first y ...Read More

See my answer on how I recommend setting targets - I think it's really really hard but really really important to get past the uncertainty, and set some kind of target.  In my 10+ years of building and launching demand generation programs, I honestly can't remember a time when I have wished I *didn't* at least try to set a target. I find most marketing leadership and startup leaders are flexible and understanding when you get a KPI wrong the first time. Don't make it a pattern though - because y ...Read More

When entering new markets, I rely on the following process: Data-Driven Benchmarks: If there’s no internal data, I look for benchmarks in similar industries or geographies. Iterative Goals: Start with conservative, hypothesis-driven KPIs. Track performance, learn, and adjust quarterly. Cross-Team Collaboration: Align with sales and product teams to ensure market entry assumptions are realistic. Leading Indicators: Focus on early signs of traction (e.g., engagement rates, early-stage pipeline) ra ...Read More

KPIs and OKRs should not be arbitrary. Developing strong OKRs/KPIs requires a lot of research both internally and externally. How did you company do in the past and what were those KPIs in the past? Based on where the company is today (employee count, sales coverage, target ICPs, etc) how much more effective is your team supposed to be? Then add 10% to that to ensure your goals are not too easy, but realistic, and aspirational.  The realistic goals should also follow the SMART format (specific, ...Read More

The answer to this question is bit tricky. The truth is, you don’t fully get past the uncertainty—but you can approach it in a structured way to reduce ambiguity and set realistic, adaptable goals. Here are a few strategies that might help: Be comfortable with the known unknowns.Understand that uncertainty is part of the process when entering new markets. Acknowledge what you don’t know, and frame your initial KPIs as a starting point rather than fixed benchmarks. This mindset will help you and ...Read More

I hear you. Depending on your business and how you implement and follow through on goals, it could feel arbitrary. However, even if that were the case, see the goal-setting process as a north star for your day-to-day work. It helps give your work additional meaning when you have a better understanding of the impact you are driving. Focus on what is in your control and how you will measure it. When possible, segment it into milestones so it feels more accessible and realistic. When you think abou ...Read More

I know that feeling for sure. I still think it's important to do. Establishing a baseline is important to give us feedback and future efforts to tell us if they're helping or not. I'm ok having stretching goals, and not hitting them. I wouldn't want all my goals to be stretching, but ok to have a few. If you're in a new marketing you can look to some industry bench marks or external peer input to help get an idea, and then go from there. If you're just getting started you might want to revisit/r ...Read More

I hear you. Depending on your business and how you implement and follow through on goals, it could feel arbitrary. However, even if that were the case, see the goal-setting process as a north star for your day-to-day work. It helps give your work additional meaning when you have a better understanding of the impact you are driving. Focus on what is in your control and how you will measure it. When possible, segment it into milestones so it feels more accessible and realistic. When you think abou ...Read More