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.