Unmeasurable KPIs and How to Rethink Them

by Benj Miller | Oct 22, 2024

Key performance indicators (KPIs) can often feel intangible, especially for B2B companies with complex customer journeys, long sales cycles, and multiple touchpoints. Not everything is easily measurable or directly attributable to a specific action. For example, how do you quantify trust or customer loyalty when your clients engage across multiple channels, or when the relationship builds over months or even years?

What if you could break down these seemingly unmeasurable KPIs into actionable metrics?

Here are 4 quick examples of seemingly unmeasurable KPIs and how to rethink them:

• Loyalty → Customer lifetime value
• Trust → # of referrals
• Engagement → # of transactions in X amount of time
• Satisfaction → Renewal rate

Some of the hardest things to measure tell us where we add the most value. Start by transforming vague concepts into measurable data.

Take a look at the numbers on your scoreboard. Are they telling you what you need to know to get where you want to be?