How do you identify KPIs to measure the success of your GTM strategy?

KPIs are just a reflection of the outcomes you’re looking for.  If you are looking for incremental revenue, measure the full funnel and revenue per customer.  If you are trying to drive usage, determine the usage behavior you’re trying to impact (i.e. daily active use), and measure that.  Product or feature adoption is the one metric where you should really push on the outcome because adoption just for the sake of adoption isn’t really an outcome you can do much with.  It should be product adopt ...Read More

Generally, GTMs accomplish one or of more of the following goals: Increase market share in a new, strategic market Increase market share in an existing market Increase revenue through updated pricing or add-on adjacent products Increase conversion through features that capture customers' interest more quickly Increase retention through features that keep customers engaged Shift the brand perception of your target customers You should orient KPIs around each goal. Typically, large product release ...Read More

I typically look to assess the impact of a product and whether it will have a stronger impact or if a revenue model is built around it. I typically try to get as close to revenue or product usage / engagement metrics as those figures typically are what executives care about. However, broader example metrics are below: Messaging & Positioning: Message Resonance & Product Perception: Track shifts in company & product perceptions post-messaging updates (customer surveys)​ Conversion Rat ...Read More

We must measure the success of our GTM strategies! Without it you make it incredibly difficult to replicate success, or deliver insightful lessons learnt. However, your KPIs aren’t always in your hands. You might find yourself hunting around, or demanding data from other teams – therefore it’s important you engage those stakeholders from the outset of your GTM strategy. These measures will give you an indicator of a good or a bad launch. Of course, a lot of elements go into GTM, so it’s easiest ...Read More

To identify the right KPIs, I would first start by defining your overall company and GTM strategic objectives. For example, do you want to increase market share, launch a new product, penetrate a new market segment, accelerate pipeline velocity, etc.? What you need to do and which KPIs you need to measure will differ greatly depending on your overall goal. These KPIs may vary widely, potentially including messaging adoption & consistency rates, brand awareness, win rates, revenue generated, ...Read More