I've studied a fair bit of "Compulsory Theory" in my time. And those words still give me mild palpitations when I think back to dreaded exams, and of course, that all important driving theory test.
17 years ago I studied MBO (Management by Objectives) by Drucker. It talked about company goals, the importance of delegation, and S.M.A.R.T objectives. I won't lie, I found it fairly tedious and didn't appreciate the significance at the time.
And then I stumbled across this image 17 years later, and it reminded me of the importance of measurement, not just in relation to management, but to sales and marketing, and in fact many areas of life.
I think one of the issues with measurement is it's associated with data (YAWN). Not everyone is data-minded, and sometimes the thought of trawling through spreadsheets and CRM systems can be somewhat dull. However, measurement does not have to 'mean' reviewing lots of data (or even median or mode, for those that recall with a shudder GCSE Maths).
I have grown to love measurements because they give you a goal and a focus, and I am a believer that you can give everything and anything a goal or purpose.
Top Tip - Sad as it may seem, but every day has a purpose for me. It's something I do daily. I write the purpose at the top of my notepad each morning and give it a big fat tick once I've achieved it. My daily goals range from "Get through today with just 3 coffees" to "Stop going to Costa to buy coffee and save £2.80 a day instead" Try giving yourself a purpose each day - make it simple but significant :)
The moral of the story? If it has a purpose, measure it. If it doesn't have a purpose, don't do it.