Go-To-Market Metrics

One of the key elements of a go-to-market strategy is data: targeted, accurate, actionable data. And if you’re a business owner (or work closely with one), you know the value of data-driven decisions when preparing to go to market. But of course, data’s importance doesn’t stop with the launch; you need to track how the product performs—what’s working, and what’s not—so you can improve for next time

How do you measure marketing launch success? At
Aptivio, we develop the best go-to-market tools and help businesses get a true understanding of their market, from the product’s conception all the way through its life cycle.

Part of that process is understanding not only what go-to-market (GTM) KPIs to measure, but how to get accurate data points—and why you need those data points in the first place. Below, you’ll find information on what GTM metrics are, how to do success metrics for your product, and how to measure the success of a go-to-market plan.

What Are the KPIs for GTM?

A go-to-market (GTM) plan uses targeted data to track a product launch’s performance. Key performance indicators (KPIs)—are somewhat similar across businesses, but there are some differences industry-to-industry in what data matters. SaaS GTM metrics, for example, may focus on customer churn rates, whereas a healthcare business may care more about patient wait time.

Some commonly referenced KPIs are:

  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (LTV)
  • Recurring Revenue (Monthly, Annual, and Recurring)
  • Return on Ad Spend (RoAS)
  • Customer Churn Rates
  • Organic Search Traffic
KPIs for new market entry are both a measuring stick and a barometer. When used properly, they give metrics and guidance for future product launches; they help you know if your campaign worked, how well it worked, and why. You’re likely familiar with each of the above terms and what they measure, but the important thing is to note that these KPIs (or any KPI, for that matter) require context to be meaningful or even useful. For example, simply noting the churn rate for a SaaS company is around 8% means next to nothing. You could argue that 7% isn’t great because it’s above the average churn rate for companies, but if you also know that company’s churn rate last year was around 14%, now 7% becomes a massive improvement.

Data does not exist in a vacuum, so neither should your assessments of it. And keep in mind that not all data is created equal. More information does not always mean “more informed,” and better data isn’t about quantity but quality: the right data, at the right time. You may be acquiring a lot of data on your product launch, but if that flow of information is inaccurate or looking in the wrong places, it won’t be of much help to your business. And data that is overly generic will not give you any real, actionable steps you can take to improve your product launches. Using research tools that capture real-time data and potential future opportunities can give you a true strategic edge in the market.

Accurate, targeted data is one of the most critical go-to-market components; collect it wisely!

What Are the Metrics You Use To Measure Market Health?

While these will differ for each industry and individual product, common KPIs for market health include:
  • Net Promoter Score
  • Brand Reputation
  • Purchase Intent
  • Customer Satisfaction
  • Brand Loyalty
With each of these, it’s important to remember that they are very broad concepts without much targeted direction behind them. The way you research something like purchase intent requires you to not just study your own business’s numbers, but competitors and even contact-level buyer intent for your ideal client profile. It’s not enough to monitor purchase intent; you also need to know what affects purchase intent, and monitor those factors too. Using a solution like Aptivio to give you a more comprehensive view of what influences your metrics will help you make decisions that will actually move the needle.

How To Measure the Success of a New Product

Measuring product success requires a lot of research and prior setup. Here’s a few steps you can take to make sure you’re on the right track:
  • Define what “success” looks like.
  • Decide which KPIs to track.
  • Set a timeline and schedule for research.
  • Launch the product!
  • Monitor and measure your KPIs.
  • Determine if the results match your idea of “success.”

Step 1: Define what “success” looks like.

This first part is arguably the most critical—and it’s something that every business can do before they go-to-market. While defining success may seem like a no-brainer, it's a stumbling block that many orgs trip on, sometimes unaware it’s in their way. After all, you can easily get so focused on developing a successful product that you might forget what “success” actually means for the launch. And your concept of product success needs to go deeper than “sell a lot of product” or “break even on overhead;” you need to have objective, measurable GTM metrics—and the tools to track them accurately.

Step 2: Decide which KPIs to track.

While there are some universally accepted figures to track as KPIs, it’s important to actually consider the “why” for tracking them. Having numbers to look at is great, but it’s meaningless if those numbers don’t drive your decision-making. Even if your data tells you exactly how a product launch is performing, if that data doesn't also give you reasonings for those outcomes, then those numbers aren’t that useful. Similarly, if your data is so broad and generic that you can’t pull any action items from it, you might as well have no data at all.

As you prepare to measure a product launch, ask the following questions:
  • What KPIs are most important to measure for this launch—and how will I measure them?
  • What factors may influence each KPI, and can I track those factors too?
  • Why do these KPIs matter to the success of the product (and the business as a whole)?
  • How will I conduct my market research—and with what tools?
  • Where will my data come from, and does it give me actionable insights?
  • What competitors and companies can I compare my own metrics against?
  • How will these KPIs tell me whether my launch was successful?
  • How might these KPIs help inform my decision-making for future launches?
Every GTM strategy is unique, but the best examples are those that are well-tailored to your target market, audience, and value proposition. As we’ve discussed above, any go-to-market plan exampleThink of KPIs as feedback for your GTM strategies. Similar to verbal feedback, it’s not helpful to hear “it’s good!” or “it’s bad!” when looking for actionable ways to improve. Find ways to pull reasons from your data—trends, correlations, projections—and use tools like Aptivio that enable a deeper data analysis. Also, make sure you’re specific about what you want to learn from the data; going back to verbal feedback as an example, if you don’t express what you’re looking for you can’t expect to receive it. 

Even if you select the right KPIs to watch, if your research tactics don’t look past the surface layer, you won’t truly know what’s helping or hurting your sales. In short, your research goals should ask specific questions, and your research tools/tactics should yield specific answers.

Some Market Metrics ExamplesWhile this will differ for each GTM plan, here are few common KPIs to look at as you start planning: should consist of 5 key components or actions:

  • Recurring Revenue (Monthly-, Annually-, and Net-)
  • Conversion Rates
  • Customer Satisfaction
  • Brand Reputation
  • Customer Retention
  • Return on Ad Spend
  • Organic Search Traffic

Step 3: Set a timeline and schedule for research.

Measuring success isn’t something that happens at the end of a launch, it’s a continuous process that starts before the launch even happens. Develop a plan for data collections before, during and after a launch happens. If your KPIs from Step 2 were well-selected, more data points will give you more connections to make and more potential to discover unique insights. Here is also where you can set a timeline for reviewing the launch as a whole, which will formally occur in Step 6.

Oftentimes, finding ways to automate certain components of research will greatly improve its end value. Of course, you can’t automate everything—and you shouldn’t—but combing through massive amounts of data is one of the best ways to use tools like AI. For example, Aptivio’s AI-powered engine can monitor data points across a wide spectrum all at once, making it easier for you to step back and see the big picture rather than getting bogged down in the details. Aptivio’s engine also helps draw correlations in the data it monitors, so there’s opportunity to find something you may not have been looking for, but proves invaluable to your future launches.

Step 4: Launch the product!

This step doesn’t require much explanation—only one word: execute!

Step 5: Monitor and measure your KPIs.

Technically, this process has already begun in Step 2 and 3, but here’s where the bulk of your research will probably happen. Again, remember that your data monitoring needs to be specific and targeted; you’re looking for insights. And broad concepts like “brand awareness” are not just cut-and-dry numbers; a broad range of factors connect back to brand awareness—like customer education, market share, and so on. Remember to not just look at the data, but the trends, commonalities, and connections that arise. Planning tools like Aptivio can make this process a lot easier and far less time consuming, creating readouts that show you patterns in the data—and help you find patterns of your own.

Step 6: Determine if the results match your idea of “success.”

Once your launch has happened and your research is complete, it’s time to do some analysis. While you are ultimately trying to see whether your product launch was successful, you’re also doing future planning here; even if it was a success, knowing what went well and why helps you do more than just say “yay, we did it!” No business wants their product launch to fail, but possibly the one thing that’s worse than failure is succeeding without knowing why, then spending your time trying to recapture lightning in a bottle. Thankfully, this is very easy to avoid if you know what data to track—but more importantly, how (and why) you’re tracking it. 

Mapping success for your GTM launches is more than writing down a few figures on a whiteboard and hoping you hit them. Doing this step well will require consistent, detailed analysis of what’s happening in the market and how you interface with it all. And when it comes to metrics, since success will look different for every business (and even every product launch) only you can truly determine how to measure your GTM plans. Solutions like Aptivio can help in that process by giving you more accurate, actionable ways to measure your market data—and even find future opportunities for sales before your competitors.

How Do I Track New Product Launches?

Measuring the success of your go-to-market campaigns starts with having the right tools to collect and analyze data. That’s what we specialize in at Aptivio, and we’ve helped businesses of all types upgrade their market strategies—at every stage of development. Our solution offers a myriad of ways to augment a GTM plan, including:
  • Real-time imaging of your market, including possible sales opportunities
  • Collaborative lead sharing with your business partners and investors
  • An AI-powered engine that can track hundreds of data points on your ICPs
  • Correlations between trends to better understand metrics and plan your next move
  • Monitoring of targeted intent data—for buyers and competitors alike
Your data should give you more than a bunch of numbers on a spreadsheet to share with investors; you should also be gaining understanding, insights, and even ideas from your research. Aptivio makes it possible to collect those things and more as you set up your market analyses.

You may already have an image of success for your product launches, but with the proper insights at your disposal, you may be able to take that image to an entirely new level. Let Aptivio find your future “success,” and configure your free Market Snapshot today.