Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at


Here is an incomplete list of measurement scales and devices you can use:

  • Jack Phillip’s Five Level ROI Model
  • Daniel Stufflebeam’s CIPP Model (Context, Input, Process, Product)
  • Robert Stake’s Responsive Evaluation Model
  • Robert Stake’s Congruence-Contingency Model
  • Kaufman’s Five Levels of Evaluation
  • CIRO (Context, Input, Reaction, Outcome)
  • PERT (Program Evaluation and Review Technique)
  • Alkin’s UCLA Model
  • Michael Scriven’s Goal-Free Evaluation Approach
  • Provus’s Discrepancy Model
  • Eisner’s Connoisseurship Evaluation Models
  • Illuminative Evaluation Model
  • Portraiture Model
  • American Evaluation Association

As noted in my Little Book of Leadership

Measuring is not just the Kirkpatrick scale, or loop, or an ROI. It’s also your simple task of writing, “What did we do?” and “How did we do?” and “What happened as a result?”

NOTE WELL: Measurement has as much to do with outcome (results, morale, impact) as it does investment. What happened and what new opportunities did the outcome create?

HERE’S A KEY ACTION TO TAKE: Create a list of questions that add YOUR measurement to each task, project, or event. Review those answers and results with the key individuals involved and make improvement plans accordingly.