There’s more pressure than ever right now to measure everything in marketing. Well…not exactly everything. The truth is, we measure what’s easy to measure. Open rates. Clicks. Page views. Impressions. Likes. Shares. And all of that can tell us something. But not all of it leads to sales. In fact, in too many cases, very little of it does. Measure what makes you money. Measure sales. Referrals. Real, solid leads. Opportunities to sell. Anything that leads to a contract signed or a cash register ringing. It will change what you spend your time on forever.