A short instructional segment (YouTube) explaining how to choose metrics for a CEO dashboard by mirroring the customer journey. The speaker gives three reasons for this approach—(1) it yields meaningful, non-vanity metrics tied to stages like traffic, landing pages, conversions and fulfillment; (2) it reduces inter-departmental politics by structurally placing marketing at the start of the journey; and (3) it tells a coherent customer story—and closes by noting the necessity of assigning metric ownership.
Chapters
This is part three of how to build a CEO dashboard so powerful that you can manage on just one Google sheet. The first step is to pick your metrics. Now, here's what you're not going to do. You're not just going to go to your department heads and ask them to tell you what metrics they want to track. Instead, you want to mirror the customer journey. You want to do this for three reasons. Number one, when your metrics mirror the customer journey, you get metrics that matter. There's no vanity metrics because you start at the top and you say, okay, how do we get leads? Well, we advertise. And so you're going to have metrics that relate to your traffic campaign, your landing pages, sales conversions, and on and on and on through fulfillment and everything else. So there's no risk that you're going to have any metrics in there, because you know that every single metric that you pick anchors back to some stage on the customer journey and is measuring your prospects. Your leads progress through that journey. The second reason is this eliminates politics. Believe it or not, departments will actually argue over who's going to be above who on different scores, scorecards. And so this gets rid of all that marketing is at the top simply because they're where the customer journey begins. And the third reason you want to do this is because it tells a story of the customer journey and specifically a story of how customers happen and how you serve those customers once you get them. So knowing the metrics of the matter is important. But if you don't know who actually owns those metrics, nothing's going to get done. So that's what we're going to talk about next.
