GTM strategy (not your tech) should dictate what you measure
In times of confusion, the best remedy is to start fresh:
Identify your target market
Communicate your value proposition
Determine the channels and stakeholders driving your message
Specify where messages appear
Pinpoint key conversion moments
After addressing these foundational questions, select 5 to 6 segment-customized metrics to track strategy effectiveness across the entire Go-to-Market team:
Three Journey Metrics (Top of funnel, middle of funnel, bottom of funnel)
One or two performance metrics (Pipeline and revenue)
One risk metric (Lead metric indicating potential issues)
It is crucial that the metrics chosen to demonstrate Go-to-Market effectiveness align with core actions in the strategy. For instance, an Inbound-led approach may focus on metrics like website traffic, database size, email conversions, demo requests, and chats to gauge marketing and sales performance. However, in affiliate marketing, only a subset of these metrics may effectively represent performance.
For a comprehensive list of metrics tailored to each strategy, please refer to the accompanying chart.
Some additional tips include:
Organize funnel metrics in order
Always include goals and timeframes
Assign and state a metric owner (expert) who can explain the why behind the numbers
Keep the number of metrics to fewer than 40 pieces of information
Avoid distracting with hyper visualization
Key Take Aways
Focus on Strategy-Driven Measurement: The selection of metrics should align closely with the specific go-to-market strategy being employed. Understanding the target market, communication channels, conversion points, and risk factors are essential in choosing relevant metrics.
Collaborative Metric Definition: Revenue Operations leaders should lead discussions on metric selection, involving input from the entire go-to-market team. This collaborative approach ensures that chosen metrics cover the entire buyer journey and don’t shy away from any gaps in measurement.
Transparency and Accountability: Effective communication of metrics requires clear, consistent, and transparent reporting. Dashboards should prioritize readability, context, and relevance over superficial visual trends, focusing instead on providing actionable insights for strategy refinement.
https://www.revletter.io/p/measure-twice-then-cut-everything
anitsh
commented
3 months ago
GTM strategy (not your tech) should dictate what you measure In times of confusion, the best remedy is to start fresh:
Identify your target market
Communicate your value proposition
Determine the channels and stakeholders driving your message
Specify where messages appear
Pinpoint key conversion moments
After addressing these foundational questions, select 5 to 6 segment-customized metrics to track strategy effectiveness across the entire Go-to-Market team:
Three Journey Metrics (Top of funnel, middle of funnel, bottom of funnel)
One or two performance metrics (Pipeline and revenue)
One risk metric (Lead metric indicating potential issues)
It is crucial that the metrics chosen to demonstrate Go-to-Market effectiveness align with core actions in the strategy. For instance, an Inbound-led approach may focus on metrics like website traffic, database size, email conversions, demo requests, and chats to gauge marketing and sales performance. However, in affiliate marketing, only a subset of these metrics may effectively represent performance.
For a comprehensive list of metrics tailored to each strategy, please refer to the accompanying chart.
Some additional tips include:
Key Take Aways
Focus on Strategy-Driven Measurement: The selection of metrics should align closely with the specific go-to-market strategy being employed. Understanding the target market, communication channels, conversion points, and risk factors are essential in choosing relevant metrics.
Collaborative Metric Definition: Revenue Operations leaders should lead discussions on metric selection, involving input from the entire go-to-market team. This collaborative approach ensures that chosen metrics cover the entire buyer journey and don’t shy away from any gaps in measurement.
Transparency and Accountability: Effective communication of metrics requires clear, consistent, and transparent reporting. Dashboards should prioritize readability, context, and relevance over superficial visual trends, focusing instead on providing actionable insights for strategy refinement. https://www.revletter.io/p/measure-twice-then-cut-everything