For PMMs running campaigns to drive pipeline, what KPIs do you recommend?

Above all else, use measurements that impact company performance, especially for success measures that will be shared more broadly. These are our top-level pipeline measurements:

• Bookings
• Depending on your business, you might supplement Bookings with a measure of revenue retention. This is especially true if these cycles are relatively short (< 1 year). In many B2B settings, contracts are annual or multi-year, so there is too much lag to be helpful as a campaign measurement.
• Pipeline Velocity and its four components:
• Sales-qualified opportunities
• Win rate
• Average sale price
• Average sales cycle
• Cost
• Combine this with Bookings to understand your customer acquisition cost.

There are a lot of other measurements you can put in place upstream from these (and should), but those are for the Marketing team to optimize channel-mix and in-channel execution. The rest of the company shouldn't care about those.