PMM Strategy Worksheet

Choose Your Strategic Path, Then Let Metrics Follow

"Strategy is an integrated set of choices that compels desired customer action." —Roger Martin

Strategy is not about being better at everything—it's about making integrated choices to win in a specific way.

The Strategy Cascade

1

Winning Aspiration

What does winning look like for your company and PMM?

2

Where to Play

Which customers/markets/segments/product lines will you focus on?

3

How to Win

What's your sustainable competitive advantage in this arena?

4

Core Capabilities

What must PMM be world-class at to deliver on the strategy?

5

Management Systems (Your Metrics)

What 3-4 metrics/processes will reinforce your strategic choices?

In this framework, we choose our strategy first and our PMM metrics come from that. Different winning aspirations require different metrics. Choose your battlefield first, then select the 3-4 KPIs that measure success in that specific game.

How to Choose Your Strategy & Metrics

Step 1: Identify Your Competitive Reality

What's your company's winning aspiration and competitive reality? Are you fighting for market share, creating a new market, or scaling efficiently?

Step 2: Find PMM's Biggest Impact Zone

Determine where PMM can have the biggest impact. Where is the biggest gap or opportunity in your go-to-market motion?

Step 3: Choose ONE Strategic Path

Select the strategy that best matches your context (Competitive Enterprise, Product-Led Growth, or Category Creator). Don't try to do all three.

Step 4: Adopt 3-4 Cascading KPIs

Choose the 3-4 KPIs from your selected strategy. These metrics cascade from your strategic choices and reinforce your "how to win."

Can you clearly articulate what you're choosing NOT to optimize for? If not, you don't have a strategy—you have a wish list. Good strategy requires disappointing some stakeholders to excel for others.

4 Questions to Determine YOUR Metrics

QUESTION 1

What's the single biggest threat to your company achieving its goals?

PMM should have a metric that addresses this threat directly

QUESTION 2

What's the one thing that if PMM executes flawlessly, the company wins?

This should be your primary metric (#1)

QUESTION 3

What capability does PMM have that others don't?

You should measure this unique advantage

QUESTION 4

If you could only move 3 numbers this year, which would have the biggest impact?

These are your metrics—everything else is noise