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Benchmarking Success for Clients, Competitors, & Industries

Derek Gleason
Brand Content & Creative Strategy General Marketing
SearchLove Boston 2019

There's only one KPI that every client has: more. More traffic, more leads—more of whatever metric you're reporting. Ten percent growth? Why wasn't it fifteen? Six hundred shares? Why wasn't it 1,000? If we can't set relative, valid benchmarks, we can't set expectations. Reporting becomes a Sisyphean task. This leads to friction with our direct contact and—critically—weakens the ability of our data to translate throughout an organization.

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