Don't ship vanity metrics

- If my campaign sourced meaningful revenue, I report on revenue - If my campaign didn’t drive revenue, I report on pipeline - If my campaign didn’t drive pipeline, I report on SQOs - If my campaign didn’t drive SQOs, I report on SQLs - If my campaign didn’t drive SQLs, I report on leads - If my campaign didn’t drive leads, I report on impressions - If my campaign didn’t drive impressions, I report positive anecdotes - If a campaign has no positive indicators, I share a nice picture of the campaign creative