Do you currently set your own KPIs? Or do you feel some of your KPIs exist simply because your leadership says they do? Finally, do you think the way we currently do KPIs is a whole bunch of hogwash?

If you answered yes to those questions, you aren't alone. We’re going to dissect the underlying causes of our behavior as customer marketers – specifically, the misaligned KPIs that lock us into a vicious cycle of saying "yes" to everything and doing "more, more, more" without understanding why.

In this article, we’ll explore why traditional metrics like volume of case studies and revenue influence are often setting you up to fail. You’ll discover how to replace them with strategic indicators like net dollar retention (NDR) and total advocate market – metrics that actually prove your value to the C-suite.

The problem with proving value at all costs

Two years ago, I gave a talk about the strategic use of the word "no." It was anchored on a feeling we have all felt: the need to prove value at all costs.

Who doesn’t like feeling wanted and appreciated? That dopamine hit is super reinforcing, especially if you’re constantly trying to earn the trust of leaders who don’t quite understand what customer marketing is.

Consequently, "yes" becomes the coin of our realm. If you see a request, you respond to it. You break your back, your promises, and your sleep habits just to be the first one to respond with that perfect reference.

But by doing this, you’re reinforcing the bad behavior of the people asking for unreasonable things, like a reference call request at 11:00 PM on a Friday. Worse, you’re reinforcing your own bad behavior.

This behavior is driven by misaligned KPIs. Let’s look at the metrics that should go the way of the dodo.

The KPIs that need to retire

We need to stop measuring things just because they are easy or because sales asked for them. Here are the top offenders that belong in the hall of shame.

1. Volume of stories produced

The logic here seems simple: More is good; less is bad. The more you produce, the more you’re in front of stakeholders showing value. Salespeople constantly say, "We need more stories."