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.
Tier 2 Launch Adoption Rate
The percentage of target customers who adopt a new feature or product within 30-60 days post-launch.
Target · Achieve 30-day feature adoption goals for all managed Tier 2 launches (typically 15-25% of active users, depending on the feature). If a new feature targets 10,000 users, and 2,000 use it within 30 days, that's a 20% adoption rate. You'll track this in Mixpanel or Amplitude.
Sales Enablement Content Utilisation
How often sales teams use the battle cards, demo scripts, and other assets you create for new product launches.
Target · Increase sales team certification on new product messaging by 40% post-enablement for your launches. After a launch, we'd expect 70% of relevant sales reps to complete training on new product messaging, up from a baseline of 50%.
Media Mentions & Share of Voice (Tier 2 Launches)
The number of positive mentions in relevant industry publications or analyst reports for products you've launched, and our overall presence compared to competitors.
Target · Secure 3-5 positive, relevant media mentions for each significant Tier 2 launch you lead. For our 'Project Phoenix' launch, you'd aim for articles in 'Marketing Week' or 'TechCrunch', not just obscure blogs. You'll track if we're mentioned more than our direct competitors in these spaces.
Product Announcement Email Engagement
Open rates, click-through rates, and conversion rates for customer-facing emails announcing new products or features.
Target · Maintain an average open rate of >25% and CTR of >3% for key product announcement emails. Your email announcing the 'Dashboard 2.0' feature should see at least 28% of recipients opening it and 4% clicking through to learn more.
Messaging Clarity & Consistency
How clear, compelling, and consistent our product messaging is across all channels and internal teams.
- Feedback from sales and customer success teams that 'the message is finally clear'. Product managers proactively asking you to review their internal comms. External stakeholders (media, analysts) accurately reflecting our product's value proposition. A well-maintained 'Messaging House' document that's actually used.
Launch Process Ownership
Your ability to independently lead and manage complex product launch communication plans, anticipating issues and keeping things on track.
- Launch checklists in Asana are always up-to-date and dependencies are proactively managed. Minimal last-minute fire drills for your launches. You're the person Product and Sales go to first with launch questions, not your manager. Post-mortems consistently highlight smooth communication execution.
Stakeholder Influence & Collaboration
Your effectiveness in getting different teams (Product, Sales, Engineering) to agree on, and contribute to, a unified communication strategy.
- You're regularly invited to early product planning meetings. Your recommendations for messaging and launch timing are often adopted. Sales leaders champion your enablement materials. You can gracefully push back on unrealistic timelines or unclear messaging from other teams, with positive outcomes.
Mentorship & Knowledge Sharing
Your contribution to the growth of junior team members and the overall knowledge base of the product communications team.
- Junior colleagues actively seek your advice and feedback. Your documentation on launch processes or messaging frameworks is regularly referenced. You lead internal training sessions on best practices. Your code reviews (if applicable) or copy edits for others are constructive and help them improve.
