Marketers sweat the top line, lead optimizers sweat the bottom line, but executives sweat the waistline.  In this age of machine learning, advanced algorithms and the hype of real-time personalization, looking simply at incremental sales as the driving proxy is an exercise in measuring inputs, not company health.  The leaders of this world want to know how fit you are to compete today and tomorrow, and what exercises you are doing every day/week/month to build sustainability.

A few tips to help you think about these factors:

Tip 1:  The bar is not the goal, it’s the objective. Intel made OKRs (objective key results) famous ……..

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