In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds explore the essentials of mastering go-to-market (GTM) metrics. The discussion highlights the complexities faced by organizations lacking repeatable processes and dives into the significance of having robust, accurate metrics.

Find our full GTM Metrics and Insights Framework as well as our other Frameworks here.

Watch the YouTube video on this topic here.

What you'll learn in this episode:

• How to identify and master the metrics that matter for your go-to-market engine.
• The importance of accurate data and how process optimization ensures trustworthiness.
• Strategies to unblend your funnel for deeper insights into pipeline generation and management.
• How regular data inspection and analysis drives continuous improvement.
• The role of a pipeline council in fostering collective action and decision-making.
• How a data-driven approach enhances annual planning and scenario testing, moving beyond guesswork to achievable targets.
• Why having a repeatable process is key to overcoming high churn and low quota attainment among sales reps.

00:00 Introduction to Go-to-Market Challenges

00:28 Welcome to Go-to-Market Science Podcast

01:06 Rebranding and Focus on Metrics

02:09 Importance of Go-to-Market Metrics

02:20 Eddie's Background and Expertise

05:10 Challenges in Measuring Metrics

06:28 Frameworks for Go-to-Market Metrics

08:37 Categories of Go-to-Market Metrics

10:10 Deep Dive into Efficiency Metrics

16:40 Sales Process and Pipeline Management

22:25 Challenges in Data Accuracy

23:22 Importance of Defined Processes

30:10 Training and Accountability

32:58 Fixing Salesforce Issues Quickly

33:37 Pipeline Inspection Insights

35:32 Unblending the Funnel

39:48 Strategic Decisions and Hypothesis Testing

46:26 Pipeline Council Concept

49:24 Annual Planning and Forecasting

59:24 Conclusion and Resources

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