Why Your Business Measurement Could Be Missing the Target


When it comes to successfully running a business, measurement is critical. 

All business owners should always have a future measure of success in their minds.

What’s your measure?                                              

By quantifying various aspects of your operations, you can get a clearer picture of your performance and make more informed decisions. 

While digital technology provides easy access to data and greater processing power to analyse and report on performance, not all measurements are created equal.

And harder still, not all measurements are effectively implemented and used by businesses. 

When applied effectively, business measurement plays three vital roles in running a business:

  1. It provides a target for the business to aim towards.
  2. It focuses the owner on the key drivers of the business.
  3. It provides feedback about past performance and future outcomes.

Without business measurement, business owners are simply flying blind.

Using the wrong measures that are irrelevant or don’t provide vital information for decision-making may be worse. They can give owners a false sense of security.

So it’s important to (1) have business measures and (2) have suitable measures that support effective business decision-making.

Let’s delve into the most critical considerations for business measurement. We’ll first consider the types of measures to consider. We’ll then look at the factors involved in setting business measures.

1. Financial Metrics

The first and most obvious consideration is financial metrics. Profitability, revenue, and cash flow are all critical indicators of a business’s health. However, these figures only tell part of the story. Understanding your cost structure, operating margin, and return on investment can provide a more detailed insight into your financial performance.

Don’t: Wait for annual financial accounts to understand your profitability.

Do: Implement frequent management reporting to stay on top of your financial performance.

2. Customer Metrics

Customer metrics offer a wealth of information about how well your business is meeting its customers’ needs. These can include customer satisfaction scores, net promoter scores (NPS), customer acquisition cost, customer lifetime value, churn rate, and conversion rates. These metrics can help you understand the overall customer experience, measure the effectiveness of marketing strategies, and identify areas for improvement.

Don’t: Rely on a single measure. Look at customer needs from several perspectives.

Do: Regularly confirm customer sentiment at different points of the customer experience.

3. Employee Metrics

Your employees are the lifeblood of your business, so their performance should be measured effectively. Metrics such as employee turnover rate, job satisfaction, productivity, and engagement levels can provide valuable insights into your team’s morale and productivity.

Don’t: Wait to understand employee engagement at the staff exit interview.

Do: Commit to capturing feedback from employees from the moment they are onboarded.

4. Operational Metrics

Operational metrics measure the efficiency and effectiveness of your business processes. These may include metrics like order fulfilment time, inventory turnover, production efficiency, and defect rates. By monitoring these metrics, you can identify bottlenecks and inefficiencies and take steps to improve your operations.

Don’t: Allow operational errors to continue to advance through processes undetected.

Do: Use process mapping to standardise procedures and set quality targets.

5. Strategic Alignment

Finally, your chosen metrics must align with your business’s strategic objectives. If you aim to grow your customer base, then focusing on customer acquisition and retention metrics would be appropriate. On the other hand, if your goal is to improve operational efficiency, you should focus on metrics like order fulfilment time or inventory turnover.

Don’t: Overinvest in measuring one area of the business at the expense of another.

Do: Revise measures regularly to ensure relevance and effectiveness.

When setting business measures, several crucial principles need to be considered for the design of the targets.

1. Relevance: The chosen measurements should be relevant to the business operations. Irrelevant metrics can lead to wasted resources and misdirected efforts. When convenience is front of mind, business owners may just cut and paste metrics from other sources.  

 2. Accuracy: The measurements should be accurate and reliable. Inaccurate measurements can lead to incorrect conclusions and poor decision-making. Measurement results should be able to be verified via other sources or calculations checked manually to ensure you can trust them.

3. Timeliness: The measurements should provide timely feedback. This enables the business to respond quickly to any issues or changes in performance. Related to this principle is the positioning of measures in operational processes. Can measures be positioned in processes to detect variations in performance and prevent severe impacts?

4. Simplicity: The measurements should be simple and easy to understand. Complicated measurements can lead to confusion and misinterpretation. Furthermore, they can delay reporting poor performance that requires quick responses.

5. Cost-effectiveness: The cost of measuring and tracking should be considered. The benefits gained from the measurements should outweigh the costs involved. This requires business owners to clearly understand the value of the process being measured. Don’t measure low-value processes. Focus on the critical high-value processes.  

6. Stakeholder Involvement: Stakeholders’ opinions, from employees to investors, should be considered when setting business measurements. This ensures that the measures reflect the interests and concerns of those involved in the business. In particular, if staff are involved in the collection of data or the custody of measures, ensure they are engaged when establishing new measures. 

Setting business measures is a strategic process that requires careful consideration of many factors. The proper measurements can provide valuable insights into business performance and guide decision-making.


In conclusion, business measurement is an essential aspect of successful management. By focusing on the right metrics and aligning them with your strategic goals, you can gain a deep understanding of your business’s performance, identify areas for improvement, and make informed decisions that drive growth and success. 

Remember, what gets measured gets managed. Therefore, choosing the right metrics is paramount to your business’s success.

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