I'm unclear how you can claim a Watts/Kelvin or Watts/degree C value for thermal compound, since the temperature rise per Watt is going to vary wildly based on how good the heatsink you are interfacing with is, how good the airflow over the heatsink is, what the ambient temperature is, etc.
The only way I could think of to test reliably would be by comparison testing with something else, changing just the TIM. If you know product A on CPU X with heatsink Y gets up to 55 degrees under load, and product B on CPU X with heatink Y only gets up to 50 degrees C, then product B is doing a better job transferring heat.
If you picked a particular heatsink, and varied the thermal compound, and knew exactly what power dissipation the heat source had, you could get Watt/degree C values for different thermal compounds with that heatsink, in that configuration.