Every time Key Performance Indicator creation comes up in conversation, you can almost hear the collective corporate sigh. KPIs are completely necessary, and we happen to love the heck out of them, but crafting the right ones probably isn't an easy part of your job.
For a marketing VP, in particular, homing in on the most valuable metrics can be a challenge. As our friends at InsightSquared put it, "To CEOs and board members, a lead is a dirty four-letter word, one that ultimately doesn’t move the revenue needle very much." So, which KPIs does your CEO value? Probably only the most relevant and, well, indicative, which you can establish through a clear process.