About immeasurement and metrics

Project management sometimes uses OUTCOME and OUTPUT to distinguish metrics.
OUTCOME - success criteria, the results of successful completion eg 20% increase in revenue, repeat customers
OUTPUT - actual deliverables, tangible items to be exchanged eg software, analysis reports, prototypes

It is important to learn how to transform OUTCOME(a number, typically) to OUTPUT (an action). Let's say your EXPECTED OUTCOME is...increase market presence/share (10%) of Product A from marketing exposure in a trade show.

OUTPUT (what do we do?) - max. exposure of marketing team highlighting Product A key features, make use of trade show peak periods to do announcements ==> METRICS - # of completed surveys from customers indicating knowledge of Product A, published media footage on Product A etc

Develop a SMART output - your OUTPUT needs to be
Specific
Measurable
Achievable
Resourced
Time-bound