Measurement should be a key part of any business-development strategy, but it can bring certain pitfalls, David Carder writes. To avoid missing the mark, it's important to get the right people involved early on, to trust your workers to do their jobs and to find ways of using data to tell vivid stories. "If you are spinning your wheels trying to get buy-in to and resources ... these techniques can help you get immediate traction," Carder writes.

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