Recalibrating Measurement: Introducing The Value Balance Framework

What businesses choose to measure drives operational focus, so B2B leaders must become mindful of whether the metrics they choose to manage match the true priorities of the business. While customer obsession remains the key to business growth, too often, the reporting relied upon by sales and marketing leaders fails to examine how buyers and customers experience value. In this report, we introduce a framework that B2B leaders can use to evaluate the metrics they select in ways that optimally balance organizational value and customer value across the buying process and customer lifecycle.