Agreed with the other answers about aligning impact with focus areas for the
business as a whole. Though I also like to have some consistent metrics to be
able to see some longer term trends.
There's a separate thread here that dives into PMM metrics:
1. Automate as much of the research / data collection as possible. (I'm biased,
but I think Crayon does the best job of capturing competitive moves across
millions of sources.) Honestly, this should be "outsourced" to technology
because it can do a better job at a fraction of the cost (think of y...more
I prefer to have a two-person team to do interviews - one person to conduct the
interview, the other to take in-depth notes and identify follow up questions.
This can be less critical if it's possible to record the interview, but I find
that the written notes are fantastic for sharing the takeawa...more
I take the approach of getting both quantitative and qualitative measures, both
bottom line (e.g. revenue) and project-specific (e.g. collateral usage) metrics.
Quantitative metrics include: revenue, win/loss rates, launch metrics, product
Qualitative metrics include: interna...more
Full disclosure, I work for Crayon, a market & competitive intelligence company.
Here are some initial thoughts based on my experience building a CI program here
and at previous companies, as well as what I've learned from our customers.
* Start with the goals you want to accomplish with this n...more