Since nowadays it is possible to measure everything, we have lost sight of what is important to measure. This is particularly true for marketers.

We get distracted by metrics that have nothing to do with success. We drown in acronyms and fads that we ourselves come up with, as if we would not be enough sure our profession is still relevant. We lose track of what matters (the answer is always the customer) and we spend time doctoring dashboards that prove the validity of our convictions.

It is not by chance people look at marketing with suspicion. It is our fault.

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