There are articles a-plenty for the “right metric” for each stage of the funnel. Problem is, you end up with one equation for tofu, a different one for mofu, and another one still for bofu. Then you have to take those results upstairs and try not to confuse your leadership team. Feels like a lose-lose situation. You lose precious time coming up with the next big thing to impress AdWeek and your bosses lose brainspace trying to decipher what the hell you’re going on about.
Can we finally all agree to stop the delusion that marketers are building relationships with customers? Connection, conversation, conversion. Who are we kidding? A gang of bobble heads whose only product is their ego decided to drown out any reasonable dialog on what makes good marketing with their incessant narcissism and now we are all the worse for it. You need look no further than your latest Facebook post to see the farce playing out in real-time–oh, and don’t get me started on RTM. It goes a little like this: