Background: When building AR measurement programs, AR practitioners must distinguish between performance and operational metrics. Performance metrics help AR teams measure progress against strategic goals while operational metrics measure utilization and productivity against plan.
Performance metrics measure AR’s progress against strategic results. They primarily are externally focused and typically fall into one of three categories: 1) Shape Perception, 2) Leverage Analyst Influence to Close Business, and 3) Mitigate Analyst-Based Risk. Some examples include trends in analyst opinions by market, product, etc. or number of sales opportunities supported by the AR team.
Building a Community 
[…] programs, AR practitioners must distinguish between performance and operational metrics. Performance metrics help AR teams measure progress against strategic goals while operational metrics measure […]
[…] Comments Column 2 : You have … on You have to focus on influenti…Defining “Perf… on Defining “Operational Me…Defining “Oper… on Defining […]
[…] and budget can be cut without much downside. Instead, AR needs to shift all metrics reporting to performance metrics that position AR as something more akin to a strategic […]
[…] media has elements of both operational metrics and performance metrics. Some example uses […]