I've experienced several variations of this at different companies. It's never mattered as far as I can tell.
Managers get required to look at it as part of a some process, and inevitably find a set of goals that make no sense, as priorities have completely shifted. They then ignore it.
Where I have seen it work well are in competitive markets such as SAAS companies battling for market share.
The maturity for using measurement for decision making is higher because to do otherwise means losing marketshare quickly to a competitor. Network effects often mean regaining a leading market position is tough.
The other element is the leadership treating it very seriously. That means investing in regularly communicating the state of the company's market position and engaging in giving feedback on goals and progress and looking for ways to support the teams.
Unfortunately these are traits missing in many companies.
Managers get required to look at it as part of a some process, and inevitably find a set of goals that make no sense, as priorities have completely shifted. They then ignore it.