Include an example of our launch metrics

• Have a dozen or more articles and tier 1 blogs written about your company, your product, your lead customers.  (e.g. A mention on TechCrunch can flood your site with traffic and leads.)

Win 2 industry awards within 6 months of launch.

• Industry awards for customer and partner credibility.
• Used to be more value in local technology awards to attract scarce talent. Not as important in today's market.
  

Speak at 2 industry events.

Get 1000 web site hits  in the first week of the launch 


Receive 200 raw leads -> 10 qualified leads. 


Have 100 Internet software downloads -> 2% conversion is typical

What are your revenue targets? What's your average selling price?  How many sales/salesperson/month?  How long is the sales cycle?  Is this realistic?  This will drive your lead generation targets and how important lead gen is to your marketing budget.

Many view PR firms as a poor return on investment.  Here's a good argument against using a PR firm.  They definitely have a point.  If you can't afford to, don't hire a PR firm.  If you're not ready, don't hire a PR firm.  If you have the internal resources, don't hire a PR firm.  BUT, if you're ready to spread the word and you have the budget but not the in-house expertise, then hiring a PR firm is an excellent investment that will return LOTS of buzz and leads (if done right).