The TargetLens™ workflow: Finally complete clarity on all business activities

Identify strategic blind spots – and eliminate them

Imagine the following situation: You are sitting in a monthly strategy meeting as CEO or division manager. The head of marketing proudly presents the results of a recent campaign. 1,000 leads were generated – at first glance, a complete success. But then the head of sales speaks up and makes it clear that 950 of these leads were unreachable or unqualified, and only five people had a genuine interest in buying – a sobering result after a five-figure budget investment.

This discrepancy is not an isolated case. It is a symptom of a structural problem: there is no uniform view among departments on how activities contribute specifically to the company's success. Figures are evaluated in isolation, interpretations differ – and strategic decisions are based on incomplete or contradictory information.

This is exactly where the TargetLens™ workflow comes into play. For the first time, it provides a consistent, target group-centered overview of all measures – and shows where their impact begins, ends, or is lost.

Relevance instead of data overload – how the TargetLens™ workflow sharpens the focus on what matters

In times of exponentially growing data volumes, companies are more dependent than ever on correctly classifying and prioritizing information. The TargetLens™ workflow was developed precisely for this challenge. It focuses not on as many KPIs as possible, but on those that are truly relevant – namely, those that are directly related to the strategic business objective.

This focus is made possible by:

• Consistent linking of all activities to specific targets
• Visual status indicators that show at a glance whether measures are working or whether action is needed
• A target group-centric perspective that contextualizes relevance

Managers no longer get lost in irrelevant figures, but instead receive a prioritized basis for decision-making.

The three central pillars of the TargetLens™ workflow

The TargetLens™ workflow from cosmos combines three central components for maximum impact:

• See clearly with TargetLens™: Activities are evaluated from the perspective of the target group – impact, relevance, and performance are immediately visible.
• Optimize strategy with the KPI Universe: Impact chains between touchpoints, key events, and business goals reveal weaknesses, dead ends, and potential for optimization.
• Plan implementation with the Agency Knowledge System: Guided workflows and tutorials enable agency-level performance in-house – quickly, efficiently, and in a coordinated manner.

Make impact chains visible – instead of just comparing KPIs

With the TargetLens™ workflow, measures are not viewed separately, but in chains of effects. It shows how individual touchpoints – such as online campaigns, sales talks or events, whether online or offline – are linked and what role they play in relation to the defined business goal.

Each measure is assigned an individual KPI to measure its performance. Linking these measures to an overarching goal – such as “closings with B2B customers in Q3” – results in a traceable, visually represented chain of effects.

Several insights can be derived from this visualization:

• Measures with no follow-up effect (“dead ends”)
• Measures whose contribution to the business objective cannot currently be measured (“blind spots”)
• Measures with high relevance but poor performance

This new perspective fundamentally changes the way strategic information is handled – from evaluation to decision-making. Instead of reacting to poor figures after the fact, management teams can intervene proactively and adjust measures before they waste budget and time. Problems become visible as soon as they arise – not just in retrospect.

Clear basis for decision-making with the TargetLens™ workflow – instead of gut feeling

A common problem in strategic discussions is that decisions are made based on gut feeling or fragmented information. The TargetLens™ workflow provides a remedy.

This is achieved through:

• Status displays at the level of each individual measure
• Each measure is immediately recognizable as “good,” “moderate,” “weak,” or “critical.”
• Flexible KPI definition
• Individual targets and evaluation thresholds can be defined for each measure.
• Time flexibility
• Whether you have a fixed project duration or a rolling time frame, KPI measurement adapts to the rhythm of your business.

The result: Decisions are based on consistent, up-to-date, and contextualized information. Coordination is streamlined, and strategic measures can be prioritized and implemented in a targeted manner.

cosmos as a single source of truth

In order for the TargetLens™ workflow to reach its full potential, it needs a reliable database. cosmos provides this too: as a strategic intelligence platform for brand, marketing, and sales, cosmos centralizes all relevant information—both online and offline—and makes it accessible to all stakeholders at the click of a button. In addition, AI-supported workflows help maintain and validate this information—even without external consulting.

Conclusion: A new standard for strategic clarity

“With the TargetLens™ workflow, we are putting an end to strategic blind flights and giving decision-makers a powerful tool to achieve their business goals faster and more efficiently,” says Flo Felter, CEO of cosmos.

The TargetLens™ workflow is more than a visualization solution – it is an integral part of modern, data-driven business management. Companies that work with cosmos benefit from:

• A clear focus on what matters
• Transparency across all measures
• Early problem detection
• A sound basis for strategic decision-making
• More efficient coordination and implementation

Today's strategic leaders need more than just numbers. They need a system that shows how everything is connected. That's exactly what the TargetLens™ workflow from cosmos offers.

Try cosmos™ now for free!