{"id":49137,"date":"2025-07-01T09:13:57","date_gmt":"2025-07-01T13:13:57","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=49137"},"modified":"2025-07-01T09:14:21","modified_gmt":"2025-07-01T13:14:21","slug":"tracking-metrics-is-hard-heres-what-to-do-about-it","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/tracking-metrics-is-hard-heres-what-to-do-about-it","title":{"rendered":"Tracking Metrics Is Hard. Here\u2019s What to Do About It."},"content":{"rendered":"

Normally we point to all the things that High Growth firms do differently from ordinary firms. And we have explored some of those practices in the articles about Hinge\u2019s 2025 High Growth Study<\/a>.<\/p>\n

But today, we want to talk about something that even the High Growth firms\u2014those that grow 20% or more for three consecutive years\u2014don\u2019t do particularly well (and by their own admission).<\/p>\n

That thing? Tracking and then actually using marketing and business development metrics.<\/p>\n

Here\u2019s a chart for you to ponder:<\/p>\n\"\"\n

If you are like our team of analysts, your eye is drawn immediately to all that red. Uh oh.<\/p>\n

This Chart Explained<\/h4>\n

The figure above compares High Growth firms (top row) to Low Growth firms (bottom row). It displays how study participants rated their proficiency in collecting data, using metrics to measure their marketing and business development performance, and making adjustments to their programs. Respondents used a 0\u201310 scale to rate their proficiency, where 0 is none and 10 is high. We grouped their responses into three categories: 0\u20136 = low proficiency; 7\u20138 = some proficiency; and 9\u201310 = high proficiency.<\/p>\n

We Have a Winner?<\/h4>\n

Comparing the two growth categories, High Growth firms clearly come out ahead. A higher proportion of the High Growth group firms claims high proficiency, more of them have some proficiency, and fewer have low proficiency. We have a clear winner, right?<\/p>\n

Yes. But.<\/p>\n

Even the High Growth numbers are pretty terrible. Over half of High Growth firms\u2014and two-thirds of No Growth firms\u2014are no good at tracking metrics.<\/p>\n

Why Marketing and Business Development Metrics Matter<\/h2>\n

High Growth consulting firms invest about 10% of their annual revenue in marketing. Everyone else in the industry invests about 5%. Either way, that\u2019s not play money, and there are high expectations that come with those budgets.<\/p>\n

According to the chart above, most firms squeeze their eyes shut and hope for the best. That\u2019s because they have no idea if the activities they spend money on actually work. This seems like an odd way to run a marketing program. Even a reckless one.<\/p>\n

Yet it\u2019s the way many firms run their businesses.<\/p>\n

Tracking and using metrics offers a solution to this problem. Notice I use the words \u201ctracking and using\u201d here. That\u2019s because there are two parts to this solution:<\/p>\n

    \n
  1. You have to track important metrics over time; and<\/li>\n
  2. You have to do something with the results<\/li>\n<\/ol>\n

    Data gives you a level of insight you didn\u2019t have before. Instead of relying on your gut or patchy anecdotal evidence, you can make decisions based on hard numbers. It’s freeing. And it\u2019s powerful.<\/p>\n

    Why Tracking Metrics Is Hard<\/h2>\n

    Let\u2019s be honest. There are reasons so many organizations are weak at analytics. Here are a few quotes from our study participants:<\/p>\n