If you’ve ever sat in a meeting where three people all used the word “qualified” and somehow meant three completely different things, congratulations — you need a metrics framework. Every marketing team eventually hits the same wall: chaos. Different definitions. Different dashboards. Different numbers that supposedly measure the same thing. A solid metrics framework fixes all of that.

Here’s the truth: nobody—and I mean nobody—gets excited about raw spreadsheets. If your big marketing insight looks like an Excel file that needs a PhD to decode, your audience has already mentally left the room. Data is powerful, sure, but stories move people. Think of data storytelling as the difference between reading a restaurant menu and being served a perfectly plated meal. One gives you info. The other makes you hungry to take action.