We are launching a new product line as part of our expansion strategy, and we do not have historical data to set realistic targets. How do we build a weekly Scorecard for a brand-new initiative without guessing or demoralizing the team?

Question

Tyler Smith · Accepted Answer

Launching a new business unit without historical data can paralyze a team if you try to set perfect targets. The key is to shift your focus from outcome based targets to activity based targets. You cannot predict revenue or conversion rates yet, but you can control the inputs.

Start by defining the critical hypotheses of your new initiative. If you are launching a new software product, your hypothesis might be that direct outreach to product managers will drive demos.

Therefore, your initial weekly Scorecard metrics should track activities. Measure the number of outbound emails sent, the number of discovery calls completed, and the number of live demos delivered.

Set targets based on your team's capacity to execute, not on expected market response. For example, set a target of twenty discovery calls per week. This is entirely within the team's control, which eliminates the frustration of missing unproven revenue targets.

Run this activity based Scorecard for six to eight weeks. During this period, collect the conversion data. Once you see that twenty discovery calls consistently yield five demos and one sale, you can begin transitioning to outcome based targets.

Do not let a lack of data prevent you from tracking performance. Use the weekly Level 10 Meeting to review these activity inputs and adjust your strategy based on real time market feedback.