The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
GTM Efficiency: Time-to-Market Reduction
The average time it takes to bring a product from 'launch readiness' to public announcement, specifically for Tier 2 and Tier 1 launches.
Target · Reduce average time-to-market by 15% year-on-year for Tier 2 launches, and 10% for Tier 1 launches. If a Tier 2 launch typically takes 8 weeks from final product sign-off to public announcement, your goal is to get that down to 6.8 weeks through process optimisation and better cross-functional planning.
Product Adoption Rate (Launch Contribution)
The percentage of new product features or full product launches that meet or exceed their 30-day adoption targets, specifically attributable to effective communications.
Target · Achieve 85% of the 30-day adoption target for 90% of all Tier 1 and Tier 2 launches. For a new feature aiming for 10,000 active users in the first month, your comms strategy helps hit 8,500 users, contributing significantly to the overall product goal.
Sales Enablement Content Effectiveness
The measurable impact of sales enablement content (battlecards, sales decks, messaging guides) on sales cycle length and win rates for new products.
Target · Increase win rates for new product pitches by 5% and reduce average sales cycle length by 10% within 6 months post-launch. After a major product launch, sales teams using your enablement materials close deals 10 days faster than those who don't, and win 5% more competitive bids.
Media Share of Voice (SoV) for Key Products
Our company's percentage of media mentions compared to key competitors for specific product categories, post-launch.
Target · Increase SoV by 10-15% in target product categories within 3 months of a major launch. If competitors get 70% of media mentions for 'AI-powered analytics' before our launch, your goal is to shift that to 60% for them and 40% for us after our comms push.
Strategic Influence & Cross-Functional Alignment
How well you can get Product, Sales, and other Marketing teams to genuinely agree on and execute a unified product story and launch plan.
- You're consistently brought into product roadmap discussions early, not just at the end. Leadership trusts your judgment on messaging. Sales teams proactively ask for your latest battlecards. There are fewer 'swoop and poop' moments from executives because they're already bought in. Your team's GTM plans are seen as the gold standard across the business.
Team Leadership & Development
The growth, engagement, and overall performance of the Product Communications team under your direction.
- Your direct reports are regularly promoted or take on expanded responsibilities. Team retention is high. Feedback from skip-level reports highlights effective coaching and clear direction. Your team is recognised internally for their expertise and impact. You're building a bench of future leaders.
Crisis Communications Preparedness
The robustness and readiness of our plans for handling unexpected product issues or negative press.
- We have clear, documented crisis comms playbooks for various scenarios. The team regularly runs drills. When a real crisis hits, the response is swift, coordinated, and minimises brand damage. You're the calm voice in the storm, guiding the executive team through tough decisions.
Messaging Cohesion & Brand Consistency
How consistently our product messaging aligns with our overall brand identity and strategic objectives across all channels.
- External brand audits show high consistency in product messaging. Customer feedback indicates a clear understanding of our product value proposition. Internal surveys confirm that sales and support teams feel confident in the official messaging. You've eliminated 'dark features' and rogue sales messaging.
