Effective measurement captures both lead and lag indicators that provide comprehensive feedback necessary for informed decision making. Lag indicators—things like income, sales, commission dollars, pounds lost, body fat percentage, overall cholesterol levels—represent the end results that you are striving to achieve. Lead indicators are the activities that produce the end results—for instance the number of sales calls, or referrals are lead indicators in the sales process. While most companies and individuals effectively measure lag indicators, many tend to disregard lead indicators. An
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