It should not be a lagging metric such as return on investment (ROI) or customer churn, both of which measure output after the fact. Lagging indicators become interesting later when we have achieved a product/market fit. By initially focusing on leading metrics, we can get an indication of what is likely to happen — and address a situation quicker to try and change the outcomes going forward. For example, customer complaints are often a leading indicator of churn. If customer complaints are rising, we can expect that customers will leave and the churn will increase. Our OMTM should always
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