MANAGEMENT-REPORTING5 MIN READ
Push Back On Vanity Metrics
Use SMART criteria to redirect a stakeholder from vanity metrics toward decision-useful KPIs.
Mara M Marketing VP 1 Align 2 Test 3 Replace Stakeholder request 20 sec The request Mara wants a large executive-pack tile for brand impressions +38 percent. The CEO has been asking whether campaigns create qualified pipeline. The wrong metric can make the pack look positive while leaving the decision unanswered. +38% brand impressions 0 pipeline answer
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