• http://www.rimmkaufman.com George Michie

    Good stuff, Brian, internal communication is key. One point I’d raise is that the closer the shared goal is to money in the bank the better, because any other KPI is probably deceptive. Conversion rate is a perfect example. If you do no marketing online or off, the only folks who find your site will be your loyal customers. Conversion rates will be fantastic on your way out of business. Search marketing activities (paid and organic) will bring in traffic that doesn’t know you and isn’t as likely to convert. Done cost effectively it puts money in the bank while it tremendously reduces conversion rates. Evaluating the success of all endeavors by $ keeps us from optimizing for the wrong goal.

  • http://ConversionScientist.com Brian Massey

    George, thanks for the kind words. Just got back from the Conversion Conference, and there was a LOT of talk on your point: bottom line KPIs. The best analogy was testing margaritas: Many marketing departments are interested in the ingredients. IT is interested in the glass, mixer, etc. They both should be focused on making the best margarita. Props to Jennifer Veesenmeyer for the margarita analogy. (@pimpyourreports)