
Manage What You Measure

Measures of success vary across an organization. Executives concern themselves with company-wide Objectives involving Revenue, Cost, Profit, Margin and Customer Satisfaction.
Further down the org chart, management and individual contributors rate performance against more detailed Key Performance Indicators (KPIs) tracking customer behavior: a product manager may measure app downloads, or number of shopping cart items per visit. These customer behaviors clearly affect the larger corporate Objectives, but how? and which have the most impact?