Lifecycle Measurement

The GTM lifecycle process is the backbone of revenue operations. It includes all stages from lead generation to customer retention, providing valuable insights into the effectiveness of your revenue operations and identifying areas for improvement. By measuring key metrics at each stage, you can optimize your GTM strategy and drive growth.

Production by Stage Tracking production volume by stage provides insights into the overall productivity and efficiency of your GTM process. Key metrics include:

• Volume of marketing qualified leads (MQLs)

• Volume of sales qualified leads (SQLs)

• Number of closed opportunities

• Number of customers moving into early adoption

Stage Conversion Understanding the conversion rates between stages is key to identifying bottlenecks and areas for improvement. Key metrics include:

• Conversion rate from MQL to SQL

• Conversion rate from SQL to closed opportunity

• Conversion rate from closed opportunity to customer

• Conversion rate from onboarding to early adoption

Time in Stage Measuring the time it takes to move between stages provides insights into the efficiency of your processes. Key metrics include:

• Time from proposal sent to negotiations completed

• Time from onboarding to implementation

Reasons for Drop-Off Identifying the reasons why leads or customers drop off at specific stages can help you address underlying issues and improve your GTM process. Key metrics include:

• Reasons for not moving from MQL to SQL

• Reasons for not moving from onboarding to early adoption

Cost to Enter Stage Evaluating the cost of acquiring customers at each stage helps us assess the efficiency of our GTM efforts. Key metrics include:

• Cost per MQL

• Cost per SQL

• Cost per closed opportunity

• Cost per customer acquisition

Segmentation Segmenting data by individual contributors, customer segments, or regions provides deeper insights and allows us to identify specific areas for improvement.

By measuring and analyzing these key metrics at each stage of the GTM lifecycle process, you can optimize your revenue operations, drive growth, and achieve your business goals more effectively. Regularly monitoring these metrics and taking data-driven actions will enable you to continuously improve your GTM strategy and stay ahead of the competition.