Work backward from the KGI
Decompose revenue, margin and wins; clarify what media, sales and product each own.
- Allowable CAC and payback
- Qualified pipeline and approval
- LTV variation by channel
Choose leading indicators
For long cycles, use earlier quality signals such as queries, form answers and sales scoring.
- Negative query patterns
- Fit data in forms
- First-touch sales rating
Turn reporting into decisions
Review hypothesis, result and next allocation on one page—not a recital of metrics.
- Continue and stop conditions
- The next single variable
- Evidence for budget movement