The greatest challenge facing business today is the ability to find the right metrics that measure success. This is easier said than done with the data explosion that has occurred as a by-product of today’s complex marketing mix. According to a recent IBM study of CMO’s (“From Stretched to Strengthened”), the area in which CMO’s feel the most unprepared is handing the data explosion (71%), followed by social media (68%), growth of channel and device choices (65%) shifting consumer demographics (63%) and financial constraints (59%).

Nowhere is this pain more prevalent than in the mid-sized market space. The dizzying array of digital tools available has led to analysis paralysis. The result? A culture of ADD where we start using these tools without any clear strategy only to chase the next “shiny ball” that crosses our path. It’s time to stop the madness!