• Jeff Ferguson

    Great article!

    I’ve been battling the poor performance metrics trap for years and it doesn’t seem like it’s going away any time soon. While we tend to guide my clients (and past employers) towards true KPIs (they are never “clicks” or CTR, etc.), all too often, they have been brainwashed by the lazy to focus on metrics that are far from important for their business.

  • http://www.rightintel.com Chuck Sharp

    Thanks Jeff. Glad you liked it. Focusing on metrics that the CFO can get behind is a no brainer…. it builds credibility and creates opportunities. Thanks for the note.

  • Guest

    Glad you liked it. It’s critical that marketers select KPI’s that the CFO would like.