Mark Osborne explains why B2B companies need feedback loops, even when results take a year to measure. The key: make assumptions, implement them, and measure outcomes on a realistic timeline to create a foundation for testing and collaboration.
And one of the things that is sort of vital for a system is that there's some sort of feedback loop, even if it takes a year to get that feedback, even if you're starting blind and you don't know whether it's good, bad, or indifferent, making some assumption, plugging it in, and then looking at what those results are on a timetable that does make sense gives you someplace to start. And it also starts to create a place that people can collaborate to sort of hypothesize
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