by Graham Brown
Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown
<Back to Law #5) Challenge your internal language
6) If you want to change your results, change your measurements
Ultimately it all comes down to Your choice of metric.
I’ve been a long time proponent of integrating long term business metrics alongside the much favoured yet broken short term measurements such as ARPU and market share which only produce short term results. In my recent presentations, I’ve recommended 3 key metrics as path to change – churn, loyalty and net promoter score (see this article for the challenges in measuring NPS for tech).
See the presentation here
As Jack Welch says “What you measure gets done”, so if you continue to measure short term metrics, the “doing” will always focus on 1-4 above as they are essentially the products of short termism.
No matter how much your marketing team talk up “resurrecting” a brand, “listening to customers” or worse still – “being customer-centric”, the organization will always gravitate back to its natural equilibrium – you cannot fight the DNA of the organization, so change the DNA.
Next> Law #7) Ignore common sense
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Would you like me to write a review of the book, as I am a professor of Marketing in MMU, Malaysia.
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