What to measure in an early-stage GTM
Which data points to collect, how to analyze them and what to do with the results
There’s no doubt that modern sales management involves a lot of analysis. However, in early-stage sales management you are working with a sales process that generates a low volume of data with high volatility so its vital to separate the signal from the noise and avoid jumping to the wrong conclusions.
This post walks through the stages of the new customer journey, from generating leads to closing new business and lays out out which data to collect, how to analyze it and how to draw conclusions from the results of your work:
Types of data to collect
How to measure your lead generation process (3 metrics, 1 analysis)
How to measure your outreach process (6 metrics, 2 analyses)
How to measure your closing process (7 metrics, 5 analyses)
Types of data to collect
There are two types of metrics to collect and calculate:
Volume metrics. These represent an absolute measurement of the activities in your customer journey, telling you how many times an event has occurred. Examples are sessions, leads, opportunities, wins and booked revenue.
Conversion metrics. These are relative measurements that tell you how efficiently customers are moving through your customer journey. Examples are website to lead conversion rate, lead to opportunity conversion rate, opportunity win rate.
How to measure your lead generation process
The objective of your lead generation process is to attract ideal prospects to your website and get them to raise their hands and tell you they are interested in evaluating your product. There are 2 volume metrics, 1 conversion metric and 1 analysis in this stage.