As a provider of a leading SaaS-based channel marketing management (CMM) platform, we get asked a lot about the right set of metrics an organization should consider when they are deploying such a platform globally. Our answer is always, “It depends.” Do I sound like a lawyer? If I do, then I am sorry, but I am not trying to be mysterious. It is truly an honest answer.While there are core metrics tied to return on investment (ROI) that any organization should look for to measure the impact from their channel marketing management platform, the answer is not really that straightforward. With that said, let me see if I can lay out a logic and a path that will help your organization pick the right set of metrics to drive ROI from a recently procured channel marketing management platform.First, let’s briefly define business metrics, and then we’ll discuss the importance of thinking through what makes sense for your organization. As per Merriam-Webster, “metrics” refers to “a standard of measurement.” On online search for “business metrics,” yields the following definition from TechTarget: “A business metric is a quantifiable measure businesses use to track, monitor and assess the success or failure of various business processes.” Or Investopedia: “Metrics are parameters or measures of quantitative assessment used for measurement, comparison or to track performance or production.” All three of these definitions suggest that, when it comes to setting metrics (or measurements) for business activities, the goal is essentially to monitor progress and measure success.To clearly  identify the right metrics for the deployment of a channel marketing management platform, I would like to focus on two activities associated with business metrics. First, monitor progress. You do that essentially on a core set of input and output metrics. Second, measure success. Essentially, you quantify success in terms of dollars and cents to make sure the investment is providing the anticipated return.So, let’s begin with a set of metrics that you may want to consider monitoring. Typically, when you are deploying a channel marketing management platform, you will need to consider three main phases of deployment. For each phase, you should have clear business objectives that define what you are trying to achieve. Once you have your objectives, then and only you can establish metrics to monitor progress and measure success. So, let’s go through these three phases in sequential order, but at the same time let’s also address both business objectives and business metrics.* Launch phase – During this phase, the primary goal is to drive quick success so that you can show progress, build buy-in and generate excitement within your organization and share success. It is essential to pick a pilot group of partners—ideally, in a large horizontal market segment—where you can launch, learn, adapt and tweak for ramp.

Your goal will be to drive utilization of your channel marketing management platform as broadly as or narrowly as you think necessary. However, instead of worrying about the end state, let’s keep the focus on near-term success. We have repeatedly seen companies that try to launch with too many objectives and with too broad a vision lose momentum and traction, because they were never able to show success from immediate launch. (Of course, there may be other factors at play as well, including unforeseen internal organizational changes.)

Yes, we are all taught to begin with the end result in mind, but if you launch with too broad a scope, the end of your channel marketing management effort may be near. Therefore, while it is important to know where you want to go in the launch phase, it is even more important that the metrics be relatively manageable, logical and measurable over a short period of time.