Lead / Lag Measures

Lag measures, or lagging indicators, are retrospective metrics that show historical performance. Examples are hoe many product were sold or how much money was made. These measures already happened and can’t be influenced.

On the other hand…

Lead measures, also known as leading indicators, are forward-looking metrics that help predict future outcomes. They predictive in nature and can be influenced. These include the number of connections are made or the number of phone calls made. These measures affect the lag measures.

Companies that target one or two lead measures are more likely to obtain results than those that concentrate on targeting 3 or more. Keep the focus limited.