Many marketers rightly focus on analytics. But failure to immediately move the analytics needle isn’t in itself an admission of marketing’s failure. It just takes time. I don’t know about you, but my experience with marketing tells me that very little happens over night. Or over a week. Or over a month in some cases. Even the best GTM strategy, product offering and compelling narrative doesn’t guarantee immediate short-term results. When setting expectations around analytics (a common KPI component), it’s always a good idea to start with something like the Three Wheres: where we were, where we are and where we’re headed.