hard20 pts · first answer countsstakeholder-managementmarketing-metrics

Agency reporting vanity metrics

Your agency's monthly report shows impressions up 60% and followers up 25%, but qualified leads in the CRM have been flat for four months. The retainer renews next month. What should you do?

A.Renew as is, since impressions and followers are growingB.Fire the agency immediately without discussionC.Reset the scope: agree KPIs tied to qualified leads and pipeline from CRM data, share CRM feedback with the agency, and link part of the fee to those outcomesD.Ask the agency to add more charts to the report

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