Smart KPIs: Accountability Over Outcomes Over Activity. (opens in new tab)

A couple of years ago, I was doing a Strategic Consulting engagement for a global company that operates in 75 countries. The scope was to build out a Marketing strategy for the next generation of success. I was immensely grateful for this fun and deeply challenging opportunity. In an early meeting with a sub team, they shared that the primary success of their Marketing campaign was the metric Cost Per Session. I’d never heard of it. In. My. Life. And, I had a couple of decades of experience. ...