Match Metrics To The Funnel
Choose video success metrics by customer lifecycle stage instead of reporting every available number.
The moment Jordan's launch recap has 14 video metrics in one slide. The VP asks whether the video worked. Nobody can answer because impressions, watch time, demo clicks, and trial starts are fighting for the same meaning. The teach The RACE framework separates the customer lifecycle into Reach, Act, Convert, and Engage. That separation is useful because video is often asked to do too many jobs at once. A top-of-funnel founder story should not be judged like a retargeting demo. A customer onboarding clip should not be judged by cold reach. The mechanism is simple: stage defines behavior, behavior defines…
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