| 1. Establish market visibility |
| | % increased calls to company |
| | % increased product inquiries |
| | % increased SKUs shipped to channel |
| | % increased mentions, articles, reviews, etc., in press |
| | 2. Move product to market quickly |
| | 3. Build a strategic position in the market |
| | % increased reseller recommendation rate |
| | % increased reseller mindshare |
| | % increased buyer mindshare |
| | # orders from channel for other product(s) |
| | # orders from channel for new product(s) |
| | # product reviews, first-looks, and articles in press |
| | 4. Establish a direct business for the product |
| | 5. Increase channel sales via customer pull |
| | % increased SKUs shipped to channel |
| | 6. Increase market share v.a.v. competition |
| | % increased buying your product |
| | 7. Leverage off an installed base |
| | 8. Develop a self-amortizing ad campaign |
| | Amount product sold in ratio to media placement |
| | 1. Offer(s) reached target audience(s) |
| | # responses to coded list offers |
| |