Unmeasurable KPIs and How to Rethink Them

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?

Post by Benj Miller

Benj Miller is a founder who hates titles, a strategist who can’t sit still, and a coach who feels more like a friend. As Syrup’s Creative Director (and its founder), he turns big ideas into brands people actually remember. He’s part strategist, part artist, and fully allergic to anything that feels generic. Whether he’s shaping a brand’s core idea, building a visual identity, or pushing a website concept one level deeper, he always finds the angle that makes people stop and pay attention.

He spent two decades building Syrup into the company it is today, while also starting, leading, or advising more than ten other companies along the way. That mix of experience shows up in the clarity, honesty, and sharp instincts he brings to every project. When he’s not leading the creative charge, he’s doodling another wild idea or convincing the team that yes, it can be better.

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