We’re about to say some bold things in this post--things that challenge some pretty long-held beliefs about which metrics are truly important when you’re measuring the success of your teams and working to grow your revenue. As we all know, there are a set of tacitly agreed-upon ways to gauge the merit of any go-to-market initiative.
Vanity metrics, such as open and click-through rates or social media followers, are the metrics that work to validate the existence of certain roles within an organization. They're pretty-on-paper, feel good metrics that will not directly influence revenue. Yes, they show a type of progress or momentum, but when your ultimate goal is revenue, these metrics all fall short. In other words, they may assure stakeholders that you’re on your way to creating the desired impact, but they don’t quite paint a full picture.