I'm sure there will be questions about the best KPIs to track, what are some of the *worst* KPIs to commit to achieving?

I’m going to give you two specific KPIs that I recommend against committing to if not paired with a quality metric. Why? These two metrics in isolation are not meaningful. They are solely quantity metrics with no quality indicators.

•  Sign-ups or MQLs. Why? Similar to what I noted above if you exceed your target for this KPI, but it doesn’t translate to quality or an impact on the business, does it matter?
•  Website traffic. Why? While important when paired with quality metrics, this KPI by itself is not very impactful. If your target audience is not visiting your website, this metric will not support your desired outcomes.

When you pair these KPIs with quality indicators you can better understand if your targeting is correct. You can better understand if you are delivering on your `marketing promise` and providing value to customers. However, without this layered approach, they are solely just counts. This will differ depending on your go-to-market motion and business, but the recommendation holds true.