What Are KPIs in Go-to-Market Strategy?

Whether it’s your first new product launch or you’re an established organization looking to refine their go to market strategy, measuring success is important. Otherwise, you risk putting all your time, energy, and resources into something that ultimately launches without the expected impact or excitement. And no business wants to be the tree that falls in the forest where no one’s there to hear it. Accurately measuring success — and using the right metrics to do so — prevents this from happening.

So, what are the most important go-to-market metrics? That depends on what your prime objective is, but there are certain metrics that will almost certainly be relevant. In this article, we’re going to introduce the most essential key performance indicators (KPIs) for launching a new product or service, as well as entering a new market.

How Do You Measure the Success of a GTM Strategy?

The best way to measure GTM success is by identifying the right metrics, tracking them, and being as objective as possible throughout the whole process. The simple fact that go-to-market strategies can have wide-ranging objectives only underscores the importance of using the right GTM metrics or KPIs. 

You can’t measure GTM success without the right metrics or KPIs, so the first step is to define and prioritize your objectives, and then select KPIs that are closely aligned with those objectives. That being said, you don’t need to go overboard with a long list of metrics or KPIs—just because you can measure something doesn’t necessarily mean it’s vital to measure.

When considering “success,” don’t just think about the bottom line or a bunch of graphs and numbers. Instead, consider what’s known as the GTM triangle.

What Is the Triangle of GTM Strategy?

The “triangle” of GTM strategy provides a simple framework for conceptualizing three interrelated factors: the consumer, the business, and the competition. The GTM triangle helps ensure that you’re developing a strategy with minimal blind spots, and can prevent organizations from focusing too much on one of the three factors at the expense of the others. 

For example, it’s obviously unwise to simply maximize a product/service’s price. While that may seem like it’s in the business’s best interest, at least in the short-term, in reality it can turn consumers away (and into the arms of a competitor).

What Are Best Success Metrics for a New Product Launch?

Whether it’s a new product or service you’re launching, it’s important to select the right KPIs for measuring success. There are, of course, countless metrics to choose from, but here are 7 of the most common GTM KPIs:
  • Recurring Revenue (Monthly, Annual, and Net)
  • Conversion Rates
  • Customer Satisfaction
  • Brand Reputation
  • Customer Retention
  • Return on Ad Spend
  • Organic Search Traffic
It’s important to note that these are just some of the most common GTM metrics examples—by no means an exhaustive list. Every organization will have unique goals, and thus will require their own unique set of metrics. You can learn more about choosing the right metrics for your GTM strategy in our guide to go-to-market metrics.

What Metrics Would You Use to Measure Success When Entering a New Market?

Some of the best KPIs for new market entry include:
  • Customer Acquisition Cost: Sales and marketing expenses, on a per-customer or per-account basis.
  • Return on Investment: The difference between the resources invested in a closed-won opportunity and the amount of revenue generated.
  • Market Share: Understanding your competitive position within the broader market.
  • Conversion Rates: Percentage of deals closed at each stage of the customer journey—a helpful metric for measuring GTM efficiency.
  • Brand Awareness: A qualitative (as opposed to quantitative) metric, measured by factors like website traffic, engagement with marketing campaigns, and familiarity with the brand.
  • Customer Lifetime Value: Total amount of revenue generated per customer or account over the course of their relationship with the company.
  • Lead Generation Effectiveness: Gauging the quality and quantity of leads, with lead conversion rates broken down by strategy or market.

What Are the Keys to GTM Success? It Starts with Aptivio.

Bringing something new to the market is an exciting time for most businesses. It’s the chance to tell a new story, connect with a new audience, and see your brand grow.All too often, though, organizations can feel overwhelmed with so much on the line, especially since you only get one chance to make a great first impression. That’s why a sophisticated-yet-intuitive marketing intelligence platform like Aptivio has been the X-factor for so many organizations’ initiatives. Aptivio makes it easy to identify sales opportunities, share leads, track buying signals and other data points, and so much more. If you’re ready to cut through the noise and remove guesswork from your GTM strategy, book your demo today!