What this is
The Go-To-Market & Revenue Metrics Foundation is a focused engagement to establish a single, trusted set of metrics and reports across Sales, Marketing, and Revenue Operations.
It replaces fragmented dashboards, conflicting KPIs, and reconciliation meetings with a clear, aligned revenue truth that leadership can confidently use for planning, forecasting, and execution.
The problem it solves
Some of the most common issues are:
- Sales, Marketing, and Finance report different numbers
- Pipeline and forecast discussions turn into data debates
- Too many KPIs, unclear priorities
- Leadership lacks confidence in revenue reporting
- Planning cycles are slow and political
At the core, the problem is not data availability — it’s definition, ownership, and alignment.
What KPIs are considered
Based on the specific situation, focus is placed on a subset of metrics most relevant to the company’s go-to-market motion and maturity.
Tier 1 — Executive Outcomes
- Revenue (ARR / Bookings)
- Pipeline Coverage Ratio
- Net Revenue Retention (NRR)
Tier 2 — Sales & Marketing Drivers
- Sales Representative Performance
- Sales Development (SDR) Performance
- Channel Contribution to Pipeline
Tier 3 — GTM Health & Efficiency
- Deal Velocity & Stage Aging
- Critical Stage Conversion Signals
- Pipeline Slippage Rate
For more detail on metric definitions, see our GTM Metrics Reference.
In addition to performance metrics, this engagement addresses the design and tracking of targets. Clear target ownership, version control, and system integration are essential to ensure that performance reporting remains consistent and auditable over time.
What you get
By the end of the engagement, you will have:
- A clear GTM metric framework (Sales + Marketing + Revenue)
- Agreed KPI definitions and calculation logic
- A small, intentional set of executive-ready reports
- Canonical data models supporting revenue, pipeline, and target tracking
- Clear documentation explaining what the numbers mean and how to use them
- Structured target management framework (ownership, format, version control)
Everything is designed to be understandable, auditable, and durable.
What makes this different
- Grounded in hands-on GTM analytics experience, not theoretical frameworks
- Designed to reconcile Sales, Marketing, and Finance perspectives — not optimize one function in isolation
- Focused on a minimal, decision-relevant metric set rather than expanding KPI catalogs
- Built on practical analytics engineering foundations (clear logic, reproducible models, documentation)
- Explicitly addresses ownership and alignment, not just reporting outputs
This is not a dashboard rebuild or a cosmetic reporting refresh.
It is a structured effort to establish a revenue metric system that leadership can rely on under scrutiny.
How to get started
If you’re unsure whether this is the right fit, the first step is a short discovery conversation.
The goal is to quickly assess:
- Where trust breaks down today
- Whether alignment is achievable
- If this engagement will materially improve decision-making