How do you leverage sales kick-offs in non-traditional ways to help with product marketing KPIs?

One idea (I can't take credit for it) that we've implemented was sales confidence as a product marketing KPI. It can be a leading indicator to a change in win rate (if you have longer sales cycles).

So, before kickoff, survey sellers and sales leaders to ask 1) their overall confidence to sell certain products, 2) known support needed (usually customer evidence, competitive battlecards, etc), and 3) their belief that product marketing partners with them.

We've set KPIs for field confidence pre-kickoff and post-kickoff.

We've also set KPIs to address specific gaps in confidence (ex 5+ customer proof points in x verticals to show the value of y)

We've also had business metrics, like competitive win rate, as a product marketing KPI -- which shows impact over time.