Cash Flow Comparison Productivity Sales 
Harvard Business
MAY 6, 2016
With the best of intentions, many proxy advisors and long-term investors have widely blessed three years as appropriate, adopting three-year pay for performance as their standard comparison. Another company, in the agricultural technology sector, chose free cash flow as the primary long-term incentive measure.
Harvard Business
JULY 25, 2017
It’s about “delivering customers and sales.” That challenge, however, pales in comparison with the difficulty of measuring incremental financial value. To do this, you need to establish your sales baseline. What would our sales and profits have been if we didn’t spend on this marketing program?
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