What I am talking about is how much do I think I am going to sell, how much do I think I am going to make, what sort of marketing campaigns am I going to run and what are the associated metrics -- how many people am I going to hire. What are we expecting as an enterprise that we are going to do next year.

Howard Dresner

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Marketing comes up with a wonderful campaign and they don't tell anybody. It was a great campaign but nobody told manufacturing and they don't have enough staffing and nobody told HR and all of a sudden what could have been a very successful campaign turns into a customer satisfaction nightmare.

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It has to be fluid -- unless we are completely brilliant or in a market that is completely stagnant. We make assumptions and we will be wrong but we need to build in the ability to be wrong. That is the difference between performance measurement and performance management.

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