For Seattle-based Starbucks Coffee Co., the business goal was to increase revenues. Five mistakes CIOs make when measuring value Measurements focus on tactical rather than strategic goals. Stop thinking like a cost-effective utility. Response time is an excellent internal measurement, but it won't get you a place at the executive table. Broaden your focus to include how IT can contribute to the bottom line.
Measurements focus inward rather than outward.
Stop thinking of IT as a technology wunderkind. Making a process 20 percent faster is immaterial if the business users don't think speed is relevant. Measurements lack the context of business drivers. Technology is an enabler, not a driver of success. If you don't know what drives a business unit's success, you can't offer a solution to address those processes that make it happen.