Avoid the trap of trying to achieve everything with one launch. Instead, define a single primary KPI—such as press mentions, sales rep message adoption, or a specific user action—and build the entire campaign strategy around optimizing for that one goal.

Shift event ROI measurement from lead counts to "revenue in the room," a metric combining potential prospect revenue with the retention revenue of existing customers attending. This provides a more holistic view of an event's business impact, including crucial customer engagement and advocacy.

The ultimate test of a sales story isn't engagement, but whether it prompts the customer to take a specific next step. When debriefing a sales call, if no action was secured or the prospect doesn't ask follow-up questions, you should assume your story failed to connect and was not relatable.

Go beyond obvious metrics. Measure rep confidence—their belief and authenticity on calls—as a leading indicator of success. Also, measure velocity as the reduction of friction across the entire customer journey, from lead to successful onboarding, not just a simplistic 'time-to-close' metric. These qualitative measures are key.

Go beyond ad-hoc coaching and build a scalable system. Create a dashboard for each salesperson tracking key leading indicators (e.g., pipeline generation). Reviewing this data weekly allows leaders to spot specific gaps and deliver precise, data-driven coaching across a large organization.

The ROI of partner enablement is critical but notoriously difficult to quantify. To create a tangible link to revenue, connect enablement activities like training sessions to specific, trackable outcomes like SPIFs or other direct incentives that drive a desired action and can be measured.

To combat early discouragement in sales, create leaderboards and rewards for leading indicators like 'most doors knocked' or 'most calls made.' You can even award a prize for the 'biggest cuss out' to gamify rejection, creating early wins and de-stressing the process.

Define clear, non-negotiable success metrics for every single week of the ramp period, such as 'book one qualified opportunity' in week two. This fosters progressive discipline and allows both rep and manager to quickly identify if they are on track.

Don't try to prove an event "caused" a deal. Instead, track correlation. Use a simple CRM checkbox to see if deals with event attendees have a higher close rate or velocity. This is a practical, low-stress way to gauge impact.