Start with the result.
Before you judge a campaign, agree on what a useful result looks like. A click, a conversation and a new customer tell you different things.
Choose the outcome
Start with the action you want people to take. Then agree with sales on what makes that action useful. A form submission is easier to count than a qualified conversation, but they are not the same result.
Agree where the answer lives
Your advertising account shows activity. Your website records actions. Your CRM carries the conversations that follow. Decide which source you will use for each question, so the team is comparing the same information.
Move at your own pace. You can come back to any lesson.