Live by the metrics, die by the metrics

After an uneventful subway ride to Central Park, two PPC agency owners were meeting at an expensive steakhouse for dinner.

Jon and I found ourselves deep in conversation while burning through our expense account, ordering cocktails and prime meats. 

We shared the same lamentation - our clients often overlooked our data-driven recommendations, failing to see the value we presented.
 
Right there, I stumbled upon an unexpected revelation about metrics and client management.

The buzz of Manhattan caused me to repeat a mantra I had never said before:

"Live by the metrics, die by the metrics."

I must have repeated it five times in 10 minutes. 

Jon asked what I meant when I kept saying it. Why the drama?

Isn’t it our job to be data-driven with clients? To tell them the whole story?

Yes and no. 

I explained that while data is crucial in making informed decisions, it can also backfire when clients focus too much on the numbers presented and not the underlying causes.

Before Google digitized the world of ads, you could hide a lot in the noise of analog. 

But as soon as you introduce metrics for everything? Clients associate your performance with the numbers you provide. 

When the numbers rise, so do we. 

Our clients are pleased, and we're the heroes. 

However, when those numbers nosedive, we're on the chopping block. 

It's a double-edged sword.

Live by the metrics, die by the metrics.

So, how do we survive this rollercoaster? 

Three things:

1) Be cautious and purposeful with the metrics you present.

2) Proactively address any downturns, before your client jumps to conclusions.

3) Tell a story with your data - Use metrics to craft a narrative that shows your commitment to solving problems during both good times and bad.

Why? Because good clients don't abandon ship when the numbers fall. 

They throw you overboard when the explanations stop. 

They assume you're not doing the work they paid you to deliver. 

If you want to live by the metrics without dying by them, be proactive. 

Tell the story of the metrics, explain the downturns, and most importantly, outline your plan to turn things around. 

Soon, your clients know they can rely on you, through the highs and the lows.

They know you are on their side and they can’t imagine life without you.

Living by the metrics doesn't mean dying by them, as long as you're prepared to help them navigate the twists and turns.