There is so much immediacy bias built into how the KPIs work. It almost begs for shitty marketers to juice metrics via unethical means. It is trading trust - super hard to get back and hard to measure short term, for one marketer making numbers one month and getting their bonus.

The fault lies at the CEO doorstep though - if you don't know how your marketing team is hitting numbers, sticking your head in the sand looking at this month's up-and-to-the-right, you are failing your customers.

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100%, agree

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