IC Measurement Masterclass: Ditch Vanity Metrics to Prove Impact
Watch On-demand
Speakers
Andrew Hubbard
Senior Director of Communications, Poppulo
About this webinar
Clicks, opens, and views might look impressive on a dashboard, but they don’t prove whether your communication made a difference. And that doesn’t cut it anymore. Today, especially in the age of AI, internal communicators who can’t demonstrate business impact risk seeing their value questioned by executive leadership.
This 45-minute masterclass with Poppulo’s Senior Director of Communications, Andrew Hubbard, will show you how to move beyond vanity metrics and start measuring what really matters: outcomes that align with business goals and prove the strategic value of your internal communications role.
Drawing on his leadership at Poppulo, partnerships with leading global companies, and senior comms experience at Rolls-Royce, Santander, and National Grid, Andrew will share hands-on strategies and tactics you can apply immediately to make that impact.
What You’ll Learn
- Why vanity metrics (opens, clicks, views) fall short and what leaders actually care about
- Practical methods to measure outcomes: understanding, alignment, behavior change, business results
- How to link comms measurement directly to organizational goals
- Using internal benchmarks to track progress and demonstrate continuous improvement
- Quick-win tools like pre and post campaign surveys to capture impact
What You’ll Take Away
- A framework to shift your measurement approach from outputs to outcomes
- Confidence to link communications directly to business priorities
- Inspiration from top organizations already proving their impact
- Practical steps you can apply immediately to strengthen your IC credibility
This is your chance to gain the tools and confidence to demonstrate true impact and elevate your role, before AI forces the question.
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The Misalignment Tax: Closing the Strategy–Performance Gap with Comms + HR
Employee use of the word “misalignment” to describe leadership increased 143% last year. Nine in 10 leaders say strategic alignment matters, but less than one in 10 employees feel it. That gap has held for seven years and it’s becoming a bigger, more urgent problem. In a time of constant change, eroding trust, and AI-accelerated everything, misalignment spreads faster, slowing decisions, duplicating effort, distorting priorities, and eroding the bottom line. This is the Misalignment Tax—a silent, compounding drain on productivity, performance, and ultimately profitability. Every organization pays it, unseen and unquantified. In this live webinar, Zora Artis and Wayne Aspland of Clear Leaders share what their latest global research reveals about why alignment fails, what it truly costs organizations, and what it takes to turn around. It is a strategic opening for Communication and HR to lead the fix—together. These functions are uniquely positioned to make it happen, but most aren’t doing so yet. This session is about changing that. What You’ll Gain: A Clear Understanding : Why the gap persists, and the two paradoxes that sustain it. The AI Multiplier : How AI amplifies clarity in aligned organizations—and chaos in misaligned ones. A Practical Framework : The leadership conversations required to close the gap, and how Comms + HR can shape them. Tangible Actions : Specific moves Communication and HR leaders can initiate immediately. The Research Behind the Session: Zora and Wayne’s research - their third global study - draws on interviews with more than 50 CEOs, Chiefs of Staff, and senior leaders across communication, HR, strategy, and operations - and points to three conversations that determine whether strategy actually moves, or simply sits on a shelf. It also explores the cross-functional enabling work that must happen before any of them can.