How do you set and break down shared goals?
By Matilda Rydow
Categories: Organisation & Operating Model, Measurement, Attribution & MMM
Shared goals must be tied to business outcomes and built on a shared measurement principle. A workable setup separates: - North Star. For example profitable growth. - Steering metrics. CAC to LTV, payback, retention by cohort, and margin thinking. - Team‑level metrics. Channels, CRM, and e‑com optimize within the framework. The key is to avoid each function choosing its own favorite metrics. If brand, performance, and CRM look at different truths, the organisation will talk past itself. You also need to define how evaluation happens, incrementality, MMM, or testing, so optimisation does not get stuck in simple attribution when decision paths are more diffuse.
How do you set and break down shared goals?
Shared goals must be tied to business outcomes and built on a shared measurement principle. A workable setup separates:
- North Star. For example profitable growth.
- Steering metrics. CAC to LTV, payback, retention by cohort, and margin thinking.
- Team‑level metrics. Channels, CRM, and e‑com optimize within the framework.
The key is to avoid each function choosing its own favorite metrics. If brand, performance, and CRM look at different truths, the organisation will talk past itself. You also need to define how evaluation happens, incrementality, MMM, or testing, so optimisation does not get stuck in simple attribution when decision paths are more diffuse.