Go-to-market data can be defined as data captured in your go-to-market tech stack (your CRM, marketing automation, or sales enablement tools). But although many people are capturing data, not many people know how to use it to improve customer acquisition and retention approaches.

In this quick-hitting 10-minute episode, Scott Stouffer, CEO and Co-Founder of scaleMatters, discusses the best ways to use and capture GTM data:

- The goal of using go-to-market data to improve customer acquisition (1:16)

- Two types of data to track to improve your GTM process (3:19)

- How to capture GTM data to easily aggregate and analyze it (5:28)