We have a dedicated brand strategist seat on our Accountability Chart, and they claim their work is too strategic and creative to be measured on a weekly scorecard. How do we build metrics for this role?

Question

Tyler Smith · Accepted Answer

There is no seat on your Accountability Chart that cannot be measured. If a role is truly untrackable, it means the seat has no defined output, which means you are paying for activity without results.

For highly creative or strategic seats like a brand strategist, you must shift your focus from subjective qualities to objective commitments and milestones. Track their weekly output of completed brand assets or strategic briefs against their quarterly roadmap. Track the turnaround time for brand reviews of marketing materials to ensure they are not a bottleneck.

Track the consistency of your brand messaging by measuring the percentage of external communications that pass a standard brand compliance audit. You can also track the leading indicators of brand engagement, such as the number of media mentions, backlink acquisitions, or organic search volume growth for your brand name.

If they claim their work takes months to show results, remind them that while the ultimate outcome is lagging, the daily and weekly actions required to achieve that outcome are highly measurable. If they GWC™ their seat, they must embrace tracking their inputs and outputs to prove they are delivering value.