Reviews fail when everything is “important”
Limit standing reviews to five KPIs that connect spend to outcomes: planned spend, actual spend, conversions, revenue or pipeline value, and ROI or cost per outcome.
Why these five work
Together they answer the questions leaders actually ask: Are we on budget? Are we producing results? Are those results worth the spend?
Keep definitions stable
Changing a KPI definition mid-quarter destroys comparability. Document each metric once and reference that definition in every report.