You have the right idea, but it's much more complicated than that. You should be considering output power, which will be a lot less than what the controller allows.
Consider a typical 20 mph hub-motor with a 15A controller. The motor generates a back voltage as soon as it starts turning. At maximum rpm (20 mph), the back voltage is equal to the battery voltage, so no current can flow, even though the controller would allow 15 amps. You'd have to slow the motor down to something like 10 mph before you can get enough voltage difference to get 15A from the controller, but at that speed, efficiency is only about 60% is only giving about 320w of output power. Any slower and the efficiency goes right down, so you'll struggle to get 250w out of your motor when hill-climbing.
Once you get over 10mph, your efficiency starts to rise, but your current is ramping down because the net voltage is decreasing. You might only get 8 amps at 15 mph where the efficiency would be at its 80% maximum, so that's 36mx 8 x 0.8 = 230w output power.
If you were to measure continuous power, at what speed would you measure it? The power output is zero at zero speed. It ramps up to a macimum at about 50% to 70% of maximum rpm, then it ramps back down to zero at maximum speed. If you averaged it over the whole rpm range, it would be about half the maximum.
There's no test for maximum continuous rated power output because of all these factors. All the tests are to prove that the motor hasn't been over-rated, so they run it at the rated power continuously and check that it doesn't overheat.
These calculations are even more complicated with a crank-drive motor. It behaves the same as a hub-motor, but instead of the current and efficiency being related to bike speed, they're related to cadence.