Key Takeaways
- Incomplete CRM data, inconsistent attribution, and delayed entry corrupt KPI calculations.
- Require 50+ data points before drawing conversion rate conclusions—small samples produce unreliable rates.
- Compare performance to same-period prior year, trailing averages, AND annual targets to prevent cherry-picking.
- Balance every volume metric with a quality metric to prevent Goodhart's Law gaming.
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Test Your Knowledge
1.What is operational risk?
2.What is a risk register?
3.What is the Recovery Time Objective (RTO)?