When strategies lack intentionality, they produce sub-par results. In order for a marketing and sales team to successfully drive revenue, routine evaluations of their strategy must take place. Unfortunately, companies continue to execute strategies plagued with faults, lacking the visibility or resources to intentionally continue to implement improvements into their strategy. In these circumstances, companies aren’t losing to competitors, they’re losing to themselves. By tracking the ongoing success of an approach, leaders are able to strengthen the areas of their strategy that are driving mediocre results.