How do you approach the task of defining a new launch KPIs when you are a new hire yourself?

With launch KPIs, it’s important to choose goals that not only align with the company’s goals but also reflect the specific dynamics of the product and market. Here’s how I’d approach it:

First, I prioritize listening and learning. I spend time getting to know the product, its value proposition, and how it fits into the overall company strategy. This includes talking to key stakeholders—product, sales, customer success, and leadership—to understand what success looks like from their perspective. Their insights help shape a broader view of how this launch impacts the business.

Then, I look at historical data if available. Reviewing past launches gives me context on what’s worked, what hasn’t, and how the market has responded in similar scenarios. If I’m dealing with a brand-new product, I may study industry benchmarks or comparable products to identify patterns and set realistic, yet ambitious, goals.

Once I have a solid understanding of the landscape, I begin mapping out KPIs (split out by leading and lagging indicators) by considering three main areas:

1. Awareness and engagement: How will we measure the reach and visibility of this launch? Do we break it out by existing customers vs net new prospects? This could be metrics like impressions, website traffic, email open rates, or event attendance, depending on the marketing tactics we use. I look for KPIs that indicate early traction and market interest.

2. Pipeline and revenue Impact: What financial impact are we expecting from this launch? Whether it’s top-of-funnel pipeline creation, influenced opportunities, or closed revenue, I focus on KPIs that reflect tangible business outcomes. I work closely with sales, demand gen, and rev ops to make sure these metrics are aligned with their targets and realistic given the launch timeline.

3. Product adoption and customer success: Post-launch, it’s crucial to track how customers are engaging with the product. Adoption rates, usage metrics, or NPS scores can be strong indicators of whether the launch has truly resonated with your audience. I collaborate with customer success teams to ensure we’re capturing feedback and making adjustments where needed.
   

Lastly, I take an iterative approach. Since I’m new, I recognize that I may not have all the context or data upfront. I make sure that KPIs can evolve over time as we gather more information and get a clearer picture of the market’s reaction. Transparency with leadership and stakeholders about this flexibility is key—launch metrics don’t need to be set in stone from day one, but they do need to be meaningful and measurable.