Wednesday, September 10, 2008
The only measurement that matters
We’re big on measurement at Persuasion. It’s sorta weird for a supposed creative company to be this way about numbers. The way we see it, if only someone somewhere could figure out a way to truly measure the impact of ideas on a business, we’d fancy our chances.
But while we’re big backers of people like Carol Phillips and Don Sexton, we’re also pragmatic. Who knows when we'll ever get a level playing field? In the meantime, we must all do what we can do.
Which brings us to the only measurement we know of that matters: the one your client has their bonus based upon.
If you haven’t already done so, ask her next time you’re out at lunch. “What measures do you have to hit, personally, in order for you to have a nice annual bonus?”
It could be visits to a website. It could be sales figures. It might be credit card sign-ups, or calls to a 1-800 number, or amount of foot traffic.
Forget that this is perhaps not just a pragmatic approach but also a cynical one. Trust, instead, that these measurements are put in place by the company’s senior management for good reason.
Then make sure your communications help hit that goal. Make your client a little richer, personally. You know that matters.