Which KPIs do you consider most important depending on the goals you want to achieve?

The goals (and go-to-market strategy) definitely dictate what KPIs may be most important to you and your business. For example if you're in a business that sells larger deal sizes to more mid-market and enterprise companies the KPIs you might want to track more diligently for PMM impact are:

• Win Rate - measure of how many new opportunities your sales team converts from the total opportunities in the pipeline

• Pipeline Creation/Contribution - how many new opportunities you're able to generate through campaign(s) associated with a product launch or PMM initiative.

  If the primary focus of a PMM is on launching a new feature or product, you may also consider:

• Product Adoption (how many existing and new customers start using/adopting the new product)

However, if your go-to-market strategy is to try and get as many new users as you can using your product through a pilot, trial or even self-serve option, the KPIs that may be more important are things like:

• Activation Rate - how many customers sign up for the new product or trial/pilot

• Retention/Churn Rate - how many customers are you able to retain post trial/pilot

Before setting any KPIs in stone, definitely have a collaborative conversation with key stakeholders in your business to determine what objectives are right for you and what you're looking to achieve.