Insight 47 · Measurement
Marketing Metrics. How Did They Get So F*@ked Up? A Historiography
We didn’t end up with dashboards, funnels, and MQL obsession by accident. The metrics marketing is measured by was decided by a series of decisions that slowly reshaped what marketing is allowed to be
The accountability test
Can the decision survive informed questions?
This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.
In measurement, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.
Source: Marketing Metrics. How Did They Get So F*@ked Up? A Historiography ↗Bring Jay into the work
Move from a sharp point of view to a defensible plan.
Hire Jay for a focused project, advisory engagement, or consulting partnership built around the real problem.
Tell Jay about the project →