In this web content, the author discusses the importance of understanding product-market fit (PMF) before investing in marketing. They provide various definitions of PMF, including one by Sean Ellis which states that if at least 40% of users would be very disappointed if a product was no longer available, then PMF has been achieved. The author emphasizes the need to invest in product development to reach PMF before allocating a marketing budget. They also explain the importance of aligning marketing objectives with business objectives, and provide examples of marketing objectives. The author then introduces the concept of using an effectiveness framework to map out marketing objectives and tasks. Finally, they mention the importance of understanding brand value.
https://www.briefmix.com/startup/setting-objectives-kpis