"Culture eats strategy for breakfast." As much as we feel that company culture has been beaten to death, culture really does start at Day 1. Before building your product. Before scaling your team. Before any customers.
To measure success, Mark Zuckerberg has said to focus on one specific goal and forget everything else. Keep it simple and know what your "big win" would be at every step of your demand generation effort. So what's a "big win KPI" look like?