Challenge #2: Process & Metrics
Challenge: To get a cross-functional team heading in the right direction you need to align around growth metrics that are different from sales metrics.
Solution: Understand the difference between growth and sales metrics. Determine the metrics that are important for growth, and optimize for them. Adopt a bottom-up strategy.
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The Rudders and Oars Metaphor
It helps clarify the difference between SYSTEMS and GOALS:
- Your goals are like the rudder on a small rowboat. They set the direction and determine where you go.
- If you commit to one goal, then the rudder stays put and you continue moving forward.
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