Man riding upward arrow You have to know the numbers that reflect your story and tell where it’s going on the agency, department, and even individual level. (Image: James Thew/

How many of you have key performance indicators (KPIs)? OK, that’s a bit of a trick question; we all do. KPIs are simply numbers that tell the story of what has or hasn’t happened in your business.

Can you say off the top of your head with any certainty how much new business you’ve written year-to-date? How about the amount of business you’ve lost? The potential revenue in your pipeline?

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