It’s easy for engagement metrics to be thought of as a leading indicator of revenue. After all, when a prospect shows interest or intent, seeds are planted that under the right circumstances, can grow into sales. But while engagement is a tidy term, defining it, measuring it, and leveraging it can easily lead marketers astray. It’s a sound objective to try and create customer engagement scores or ratios that can be used as reliable leading indicators. The challenge is how to access and interpret the right data at the right stage of the customer journey.