Learn how to measure and optimize your go-to-market (GTM) strategy with key metrics and KPIs that reflect your GTM objectives and outcomes.

Defining GTM goals can be done in 2 ways - SMART and PACT. SMART: -Specific & Measurable: They provide quantifiable objectives, such as a 15% quarterly sales increase. -Achievable & Relevant: Realistic and aligned with overall strategy. -Time-bound: Includes a specific timeframe for goal completion. PACT: -Purposeful: Goals have a meaningful purpose, such as enhancing customer satisfaction alongside increasing sales. -Actionable & Collaborative: Highlight practical steps and the importance of teamwork. -Trackable: Allows for progress measurement. Your choice between SMART and PACT depends on factors such as company culture and the nature of your GTM strategy. Both ensure effective goal-setting, which is crucial for GTM success.

How do you measure your go-to-market success?

Go-to-market (GTM) is the strategic process of launching and promoting a new product or service to your target market. It involves aligning your product, marketing, sales, and customer success teams to deliver a consistent and compelling value proposition to your potential and existing customers. But how do you know if your GTM strategy is working? How do you measure your GTM success and optimize your GTM performance? In this article, we will explore some of the key metrics and KPIs that you should track and analyze to evaluate your GTM effectiveness and identify areas for improvement.

1 Define your GTM objectives and outcomes

Before you dive into the data, you need to have a clear vision of what you want to achieve with your GTM strategy. What are your specific, measurable, achievable, relevant, and time-bound (SMART) goals and desired outcomes? For example, do you want to increase awareness, generate leads, drive conversions, grow revenue, reduce churn, or improve retention? Depending on your product stage, market segment, and customer journey, you may have different GTM objectives and outcomes. Therefore, you need to define them upfront and align them with your overall business goals and customer needs.

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Shireesh G.

SaaS Product Marketing
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Defining GTM goals can be done in 2 ways - SMART and PACT. SMART: -Specific & Measurable: They provide quantifiable objectives, such as a 15% quarterly sales increase. -Achievable & Relevant: Realistic and aligned with overall strategy. -Time-bound: Includes a specific timeframe for goal completion. PACT: -Purposeful: Goals have a meaningful purpose, such as enhancing customer satisfaction alongside increasing sales. -Actionable & Collaborative: Highlight practical steps and the importance of teamwork. -Trackable: Allows for progress measurement. Your choice between SMART and PACT depends on factors such as company culture and the nature of your GTM strategy. Both ensure effective goal-setting, which is crucial for GTM success.

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James O'Keefe

Marketing Technology Director | Transformation | Agile
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I'd recommend a balance of lead and lag indicators, and where possible have a link between metrics. For example if you can predict the size, growth and know your expected market share you can translate those into more meaningful predictions for leading indicators on a day by day or week by week basis on trading performance. It allows you to be more adaptive, be more predictable and of course saves any nasty surprises when you finally get a lag indicator like a market share...

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Lisa Dziuba

Head of Growth Product Marketing | Forbes30u30 | ex Abstract, LottieFiles, WeLoveNoCode (acq. by Toptal)
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Effective objectives address GTM's impact on company growth, adapting to product life cycle stages: • Product introduction (MVP) • Growth • Maturity For example, when delivering the first MVP, the GTM should prioritize defining Product-Market fit, target user value, and successful product launch. Example Objective for the GTM: "Launch MVP and Gain Valuable Insights". Example Key Results: 1. Achieve 10k MVP signups by the end of the quarter. 2. Attain a 40% MVP adoption rate. 3. Validate 10 Product-Market fit hypotheses to assess how effectively the MVP addresses users' needs.

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2 Choose your GTM metrics and KPIs

Once you have your GTM objectives and outcomes, you need to select the relevant metrics and KPIs that will help you measure and monitor your GTM progress and performance. Metrics are quantitative indicators that track and report on various aspects of your GTM activities, such as website traffic, email open rates, social media engagement, or customer satisfaction. KPIs are key metrics that reflect how well you are achieving your GTM objectives and outcomes, such as cost per acquisition, conversion rate, customer lifetime value, or net promoter score. You should choose your GTM metrics and KPIs based on your GTM objectives and outcomes, your target market, your product features and benefits, and your GTM channels and tactics.

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👋 Erica Jenkins

30K+ hours in B2B Product Leadership | $500M+ in revenue | 2x acquired, 1 IPO | Fractional SaaS Executive
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The metrics of success (or failure) must be collaborated on with product management and product marketing. Each group has different goals but they should be aware of each others traction. A great example is a new feature launch; PM wants to know the number of times it is clicked over time, PMM wants to know the competition rate of the in-app tutorial. One is a leading indicator of success, usage is a lagging indicator of stickiness.

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John Mansour

President, Product Management University
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There are a lot of things that can be measured and everyone has their reasons for the metrics that are important to them. The bottom line though IMO, comes down to 3 metrics that ultimately measure the success of your product. 1. Sales 2. Adoption 3. Retention All the other metrics I've seen somehow tie back to those three.

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3 Collect and analyze your GTM data

After you have your GTM metrics and KPIs, you need to collect and analyze your GTM data to understand how your GTM strategy is performing and where you can improve. You can use various tools and platforms to collect and analyze your GTM data, such as Google Analytics, HubSpot, Salesforce, or SurveyMonkey. You should collect and analyze your GTM data regularly and systematically, using dashboards, reports, and visualizations to display and compare your GTM metrics and KPIs. You should also segment and filter your GTM data by different criteria, such as product, market, channel, or customer segment, to gain deeper insights and identify patterns and trends.

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Shamim Al Mamun

Channel partners and Distributors | Business Development | Sales & Marketing | Operation | Distribution | Management | China & Overseas and Domestic Market। South Asia, Africa | Open for new challenges
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one think i,ve helpfull. i agree with you. They're have demand on market. Products, Promotion, Place, price & Coustmers satisfaction.

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4 Optimize and iterate your GTM strategy

Finally, based on your GTM data analysis, you need to optimize and iterate your GTM strategy to enhance your GTM effectiveness and efficiency. You should use your GTM data analysis to identify what is working well and what is not working well in your GTM strategy, and to test and validate your assumptions and hypotheses about your target market, product value proposition, and GTM channels and tactics. You should also use your GTM data analysis to prioritize and implement changes and improvements to your GTM strategy, such as adding or removing features, modifying or expanding your market segment, or adjusting or experimenting with your GTM channels and tactics. You should also monitor and measure the impact of your changes and improvements on your GTM metrics and KPIs, and repeat the optimization and iteration process as needed.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure your go-to-market success?

1

2

3

4

5

1 Define your GTM objectives and outcomes

2 Choose your GTM metrics and KPIs

3 Collect and analyze your GTM data

4 Optimize and iterate your GTM strategy

5 Here’s what else to consider

Product Marketing

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How do you measure your go-to-market success?

1

2

3

4

5

1 Define your GTM objectives and outcomes

2 Choose your GTM metrics and KPIs

3 Collect and analyze your GTM data

4 Optimize and iterate your GTM strategy

5 Here’s what else to consider

Product Marketing

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