Gone are the days of worshiping vanity marketing metrics (thankfully). But even as marketers now collectively agree that results must be connected to business outcomes in order to be valuable, some of those vanity metrics are still showing up in reports and boardrooms. Even if they sound good, it’s your job as CEO to push back and ask the right — and sometimes hard — question: “So what?”
I don’t mean this in a flippant or sarcastic way; actually quite the opposite. You should ask it sincerely, in an effort to dig deeper into why your marketing team feels these particular metrics are important.
