Which of your measurements are truly being managed?
“What gets measured gets managed.” I’ve heard this phrase a lot over the years, and I agree with it. But I’ve seen a mismatch between which measurements companies think they are managing, and which ones that are actually being managed.
At most companies, once a year during the performance review process, goals are pushed down through the ranks for the upcoming year. These are meant to align everyone’s objectives and ensure a common path is taken. This is great – in theory.
During this process, many metrics are set up with achievement goals for each. In marketing, one of the major measurements is the dollar value of the marketing funnel. It’s straightforward, and all seems well enough. However, I’ve seen this go terribly awry when an attempt is made to focus the business on a subsection of the customer base.
