Great article Zandre! Interestingly enough I often refer to those metrics the other way around — internal being business metrics (as they are inwards facing, metrics which benefit the organisation) and external being user/product metrics are they are ‘front of house’ interacting with customers.

Jeff Patton uses the terms ‘outcome’ vs ‘impact’ — where impact is generally “business impact” and outcome is more user behaviour change and subsequently a leading indicator to impact.

But what every you call it, the mechanics are what's important, start with the business outcome first, break that down into smaller measurable behavioural change, and ultimately it will be the business outcome that determines success 👍

Great write up!