For many businesses, the run-up to the holidays is one of the most high-stakes times of the year. With consumer spending expected to rise in 2021, but consumer behaviour more unpredictable than ever, the risks are great, but the potential rewards are massive. For lots of us, whether you work in ecommerce, marketing, customer support or sales, the holiday season is one heck of a ride. So there’s no point pretending we’re not going to make mistakes along the way.

For some teams and companies, KPIs come with an infuriating paradox. The busier you are, the more important your KPIs become – but the less you look at them. Why is that? November and December are some of the busiest business months of the year. There’s Black Friday, the run up until Christmas, not to mention the squeeze created by extra holiday days.