A $100M B2B SaaS client couldn't tell how many leads or opportunities they generated each month. Their PE firm called us asking for help, but there wasn't time to spend six months building the perfect measurement system. Here's how we helped them.

In this solo episode, Eddie Reynolds breaks down how to get visibility into your go-to-market metrics fast while simultaneously building the foundation for long-term growth.

Eddie walks through the "quick and dirty" approach our team took, starting with demo requests as proxy leads and demos delivered as proxy opportunities, and why sometimes imperfect metrics you can measure today beat perfect metrics you can't access for six months.

Eddie shares the common trap of waiting for perfect data (spoiler: you'll never get there), why you need to define your qualification process before you can objectively say leads are low quality, and how one customer discovered their inbound motion was completely broken only after building the SDR team and process to properly test it.

From defining what counts as a qualified opportunity to measuring customer health with nothing more than a red-yellow-green dropdown in Salesforce, Eddie explains how to balance the pressure to produce results now with the work required to build sustainable systems for the future—and why this is fundamentally a never-ending journey.

Resources mentioned in this episode:
GTM Decision Tree
Inbound Efficiency Framework
Outbound Efficiency Framework
GTM Efficiency Pyramid Framework
GTM Metrics and InsightsFramework

Read the article on this topic here.

[00:50] Introduction: The $100M Company With No Metrics

[03:02] What You Can Measure Today

[06:01] The Trap Of Waiting For Perfect Metrics

[08:28] Why Defining Process Comes Before Measuring Results

[13:06] Starting With New Business Pipeline

[16:06] The Question: Generate More Pipeline Or Close More Pipeline?

[18:13] Defining Your Inbound Process

[20:42] The MQL Definition Problem

[22:13] Building Your Outbound Foundation

[26:00] Getting Quick Visibility While Building Long-Term Foundation

[29:11] Net Revenue Retention: Onboarding And Customer Health

[33:52] The Simple Red-Yellow-Green Approach

[37:30] Where This Customer Ended Up

[39:42] Final Takeaways And Resources

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok