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Effective Leadership: Balancing KPIs and Purpose

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In today’s fast-paced business world, leadership is more than just managing a team or hitting targets. It’s about creating direction, fostering engagement, and encouraging a deeper sense of purpose within the team. But how can you balance the pressure of hard KPIs (Key Performance Indicators) with the need for thoughtful leadership?

Many of us have heard the comparison between the “good” leader and the “dirty” manager. A dirty manager is typically controlling, micromanaging their team while not necessarily rolling up their sleeves and doing the work themselves. On the other hand, a true leader is right there with the team, contributing at a different level but ultimately working toward the same goal. This type of leadership fosters trust, motivation, and a shared sense of purpose.

So, how do you integrate this kind of leadership when you’re faced with hard numbers, KPIs, and expectations? It’s about asking why.

For example, during a stand-up meeting with your marketing team, everyone shares their tasks for the day. You might feel the urge to ask: Why are we doing this? Is this task really aligned with the bigger picture? And is it moving the team toward our ultimate goal?

This is where the concept of “Start with Why,” as popularized by Simon Sinek, becomes crucial. It’s about finding the purpose behind every action. Instead of just focusing on what you’re doing and how you’re doing it, ask your team: Why are we doing this? This simple question encourages reflection and helps team members align their tasks with the larger objectives.

Asking “why” helps clarify priorities, avoid busywork, and refocus the team on the key goals. It’s not just about achieving short-term KPIs; it’s about understanding why those KPIs matter and how they contribute to the bigger vision.

Ultimately, a great leader is someone who combines the clarity of KPIs with the deeper purpose that drives the team. By asking the right questions, you empower your team to think critically, stay on track, and be truly motivated to meet their goals.

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BI teams and marketing, how to make it work

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In this video, I discuss the relationship between BI teams and marketing. I explain why BI needs marketing, how marketing holds valuable data, and the challenges of sharing data with BI teams. I also emphasize the importance of keeping BI teams out of marketing activities to maintain transparency and effective execution. Watch to gain insights on the dynamics between BI and marketing teams.

Hello everybody, thank you for tuning in. Today I want to talk about BI teams. Does marketing need Business Intelligence? How is the interaction, how are we interacting with BI teams as a marketing team or as a marketing leader.

And I will give you the answer right away. Does marketing need BI? The answer is no.

It’s the other way around. BI needs marketing. BI needs marketing because marketing has data. You as a marketing leader, as a marketing channel manager, as a marketing manager, you have the data, you know what people are doing, what they are clicking on, what the efficiency of your campaign is, what this channel brings in terms of conversion, what that channel brings in terms of customer acquisition cost in terms of new customer, you know this.

As a marketing professional, BI do not need, know this one, based on your channels, so they have to ask you, they have to ask you to get access to the channels, to these reporting, to these tools.

I have been in two situations recently and they ask all these data, which is fine, I mean it’s fair, that as a central business intelligence unit within a company, you are need to know what’s going on in terms of sales, in terms of marketing activities, in terms of production, in terms of basically everything based on data.

The issue I have been facing each time happens on two layers:

First, it’s, it’s highly time consuming to give access to these, to these people and, yeah, follow up with them, all tracking and tracking requirements they have, to Meta, can you give me access to, to Tag Manager, depending on how, evolved, your environment is in terms of, centralized tag management using a tag manager and so on. So it can be, become highly technical and also, time consuming. This is one piece… the time consuming piece, I think it’s fair, if you have in your organization, a BI team, it’s, we have to give them this data, right, they, they need this data, this is fair. You want to be’re transparent, marketing has nothing to hide. And you should not give this impression, right.

The problematic piece is that BI team, once they have the data, reaches out to you, and telling you what to do. I.e. the customer acquisition cost should be measured this way, or the KPI for your marketing activity should be this one. And, on a weekly basis, we want to build you Dashboard, and then we can measure the performance of marketing, and this one is no go.

It is no go. I can only recommend you stop this shit immediately. Why? Because they have no clue about campaigns. They have no clue about what marketing activity is. They have no clue. They know the channels, right? They know what a customer life cycle is, obviously. They know what a customer acquisition cost is, obviously, but they have no clue how to bring this to life and how to execute it. So, to drive your execution, to run your marketing, decently and in a transparent way, get them out of the dashboards, get them out of your marketing reportings.

They can do reporting, they can do whatever they want for BI, for the global CEO, whoever it is. They can pull all these figures together. This is fine, but don’t let them step into your marketing activities. Otherwise, you will be very quickly in the situation that not only it is not fun anymore because you will have to work with dashboards that you have not designed and you have no understanding how they’re working (kind of black box).

But moreover, it is not up to them. The data belongs to your growth team, to your marketing, whatever it is.

You have to own the data and you have, the only way to own your data is to bring up your own dashboard.

I hope that makes kind of sense. I hope that can help you. Feel free to reach out if any questions.