In God we trust. All others must bring data.” – W. Edwards Deming
I spend lots of time talking to CEOs and B2B marketing and sales executives, and many do not have a good handle on how they are doing on their key performance indicators (KPIs). It’s like Goldilocks: Some are measuring too little, some are measuring too much, and some are measuring just the right amount but not using the data effectively. A minority are not only collecting the right data but also using it to gain competitive advantage.