KPI: What It Is, Why It’s Important And How To Write One For Your Business? -2023



One of the most critical tools for any business, regardless of size or industry, is the Key Performance Indicator (KPI). Every smart business owner knows that running a business is not just about creating a product or service and offering it to the market. It’s about constant evaluation, adjustment, and improvement. And to do that effectively, you need the right tools. But what exactly is a KPI? Why is it essential, and how do you write one for your business? This article covers all these aspects and more.

What is a KPI?

A Key Performance Indicator is a measurable value that indicates how well an organization is achieving its key business objectives. Businesses use KPIs at different levels to evaluate the success of reaching targets. High-level KPIs may focus on the overall performance of the enterprise, while low-level KPIs may focus on processes in departments such as sales, marketing, HR, support, and others.

KPIs are not one-size-fits-all; different businesses have different KPIs based on their industry, size, and goals. For example, a software company might have a KPI around the number of new customers acquired, while a retail store might focus on sales per square foot.

KPIs serve as a compass, helping businesses navigate the path towards their goals. They provide a framework for strategizing, implementing, and measuring the effectiveness of different initiatives. In simple terms, KPIs are what keep a business on track.

The Tale of KPIs: A Short History

The concept of KPIs is not new. As long as businesses have had objectives, they have had some form of KPIs. However, the term “Key Performance Indicator” started gaining popularity in the mid 20th century, particularly in the field of business management.

In the 1950s and 1960s, businesses started using KPIs as a way to measure financial performance. This was mainly in manufacturing sectors where output could be easily quantified. With time, the use of KPIs spread to other sectors and took on a broader perspective, encapsulating aspects beyond just financial performance.

In the digital era, KPIs have become even more valuable, thanks to the advent of data analytics. Today’s businesses can track a wide range of metrics and use them as KPIs to inform decision-making and strategy.

Decoding the Importance of KPIs in Business

The importance of KPIs in business cannot be overstated. They provide a clear measure of progress towards strategic goals, providing a snapshot of the company’s health. They enable management to make informed decisions, by highlighting areas that need improvement.

KPIs are also vital for aligning team and individual goals with business objectives. They foster accountability, as each team or individual knows what they’re responsible for and what success looks like.

Furthermore, KPIs are crucial for communicating performance externally. Investors, stakeholders, and other external parties often require KPIs to understand a company’s performance and potential.

The Role of KPIs in Strategic Planning

In strategic planning, KPIs act as a bridge between the vision and the action. They translate the strategy into measurable goals that everyone in the organization can understand and work towards.

KPIs ensure that strategic planning is not just a theoretical exercise. They provide a reality check, allowing businesses to see if their strategy is working or if adjustments need to be made.

Moreover, KPIs provide a framework for prioritizing initiatives. They help businesses decide where to focus their resources for maximum impact.

Your Business’ Performance Thermometer

Think of KPIs as the thermometer of your business. They measure the ‘temperature’ of various aspects of your business, letting you know if things are ‘heating up’ or ‘cooling down’. Without KPIs, you would be operating in the dark, unable to effectively monitor and manage your business.

KPIs tell you if your marketing campaign is generating enough leads, if your sales team is converting enough prospects, if your customer service is meeting customer expectations, and so on. They give you the facts, not assumptions, about your business performance.

The Art of Creating Effective KPIs

Creating effective KPIs is both a science and an art. It involves understanding your business goals, identifying the key factors that influence those goals, and then selecting the right metrics to track those factors.

Effective KPIs are SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. They are clearly defined, and can be quantified. They are realistic, tied to the business goals, and have a specific timeline for achievement.

In addition, effective KPIs are communicated throughout the organization. Everyone understands what they are, why they’re important, and how they contribute to the overall business goals.

Essential Steps to Writing Your First KPI

Writing your first KPI can seem daunting, but it doesn’t have to be. Here are some essential steps to guide you:

  1. Define your objectives: What are your business goals? Where do you want to be in a given timeframe?
  2. Identify your success factors: What needs to happen for you to achieve your goals?
  3. Choose your KPIs: What metrics can accurately measure your success factors?
  4. Set targets: What values will you consider success, and in what timeframe?
  5. Communicate: Make sure everyone in the business understands the KPIs and why they’re important.
  6. Measure: Track your KPIs regularly.
  7. Review and adjust: If a KPI is not giving you the information you need, or if your business goals change, adjust your KPIs accordingly.

Pitfalls to Avoid When Crafting KPIs

When creating KPIs, there are some common pitfalls you should avoid. One is creating too many KPIs. This can lead to confusion and a lack of focus. Instead, select a few meaningful KPIs that best represent your business objectives.

Another pitfall is not aligning KPIs with business goals. KPIs should reflect what the business is trying to achieve, not just measure random aspects of performance.

A third pitfall is failing to communicate KPIs clearly and regularly. KPIs should be communicated throughout the organization to ensure everyone understands them and their importance.

KPIs: The Unsung Heroes of Successful Businesses

In the business world, KPIs are often the unsung heroes. They quietly do their job, providing valuable insights and guiding decision-making. Without them, businesses would struggle to measure performance and steer their strategy in the right direction.

The most successful businesses understand the power of KPIs. They realize that KPIs are not just about numbers and charts; they are about understanding the story behind those numbers and using it to drive improvement.

KPIs and the Future: What’s Next?

As business becomes more digital and data-driven, the role of KPIs is set to become even more critical. Future trends include predictive KPIs, which use artificial intelligence and machine learning to predict future performance based on current data.

Another trend is real-time KPIs. With the help of advanced data analytics, businesses can now track KPIs in real-time, allowing for quicker decision-making and adjustments.

As businesses strive for greater transparency, we’re also likely to see more emphasis on external KPIs. These are KPIs that are shared with external stakeholders, such as investors and customers, to demonstrate a business’s performance and commitment to its goals.

KPIs: Your Secret Weapon for Business Success

In conclusion, KPIs are not just a business buzzword; they’re a crucial tool for business success. They provide clear direction, promote accountability, foster improvement, and aid decision-making. In the ever-competitive business environment, KPIs can be your secret weapon for staying ahead. So, if you’re not already using KPIs, now is the time to start.


The journey towards business success is not a straight line, but a winding road filled with obstacles and opportunities. And while there are many tools you can use to navigate this road, KPIs stand out for their ability to provide clear, measurable, and actionable insights. Whether you’re a small start-up or a large corporation, KPIs can help you stay focused on your goals, make informed decisions, and ultimately, achieve your business objectives. So, make KPIs a key part of your business strategy – your success depends on it.


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Ciera is a born-and-raised Duluthian who recently graduated from Point Park University in Pittsburgh. When she isn’t designing the Salmela website or sending emails, she doubles as an actress! With over 15 years of acting experience, Ciera brings her creative artistry and understanding of people to her work at Salmela.

Madison is a marketing maven with a mastery of magnificent messaging. She brightens every room with her positive attitude and joins Salmela to explore the digital corners on every search. If you’re having a first conversation with one of us, Madison is probably the reason why!

Ryan is an Emmy-award winning news producer with a strong history in the performing arts. Funny and outgoing, he’ll meet you with a journalist’s curiosity and actor’s joie de vivre.

Meghan brings her previous advertising agency experience to Salmela. She is a natural-born conversationalist and delights in every interaction with candidates and clients alike. Meghan can find something in common or a shared interest with just about anyone. (No really, it’s AMAZING.) She is also a foodie, loves cooking, and is always looking for the next opportunity to try an adventurous recipe.

Kate joins Salmela after a decade of non-profit arts leadership, where she shared her passion for building community, education, inclusiveness, and arts access. Her superpower is helping professionals identify their strengths and set them on a course for greater success. After work, she can be found reading Shakespeare, doing yoga, or prepping the next generation of theatre stars for college.

Cory spends his day advising senior leaders on talent acquisition strategy. He is happiest on his bike, skis, or helping his daughters rehearse lines. He began his career as a National Team Coach for the U.S. Ski Biathlon Team, followed by experience in pharma sales. In 2005, he founded Salmela. Today, Salmela places leaders across the healthcare industry. Salmela is the go-to vendor across marcomm disciplines in healthcare and beyond.

Chief Financial Officer, Olympian, and Health Coach, what can’t she do? When Kara is not managing the Salmela Financials, she spends her days educating and supporting people as a health coach. If that wasn’t cool enough, she also competed as an American biathlete at the 1998 and 2002 Winter Olympics.

Megan focuses on individual career wellness and team development for the healthcare advertising industry. As a natural networker, and with a career background in health/wellness and international corporate project management, Megan has the experience necessary to understand your needs. She enjoys being outside with her family, volunteering in the community, trail running and practicing yoga.

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