Fewer but clearer KPIs. Our KPIs must be relevant. They must take into account that we live in a world that is running both online and offline. Behind these aggregated KPIs are hundreds of others, but the KPIs that really mean something are those that are truly relevant to our customers.
Today we can looka at hundreds of KPIs. There is no intrinsic value in focusing on all of these.
For example, simply measuring digital marketing towards generated leads or to measure the completion rate in a complex sales process is not enough. In order to achieve the desired outcome there are many problem areas for sales organizations. The question is how these indicators that we use can assist us to understand, how a seller can be more efficient in sales with the help of marketing and take benefit from the optimized data analyzed.
However, what creates value and results to our customers, is working through one process (not many), one homogeneous sales and marketing organization (not diversified), and by working with a few relevant KPIs. This is what make us achieve our long term goals.
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