Don't just measure SDR calls and emails. Systematically track the *reason* for outreach—the sales trigger. Was it an intent signal, a form fill, or cold outreach? This crucial data reveals which initial signals actually lead to the best outcomes and deserve more investment.

When pipeline is down, the default reaction is to increase volume (more SDRs, more events). This is a flawed guess that ignores process efficiency. The real leverage comes from understanding the conversion effectiveness of existing activities, not just adding more inputs to a broken system.

The company's overall win rate was low (6-7%) and decreasing. Analysis showed this decline mirrored a drop in marketing 'signals' (e.g., event attendance, content downloads) before an opportunity was created. This provided a clear data link between mid-funnel marketing activities and sales success.

Implementing a signal-based GTM motion doesn't require immediate investment in technology. You can validate the approach manually by tracking signals—like people commenting on competitor posts on LinkedIn—in a spreadsheet. Prove the hypothesis at a small scale before investing in tools to automate and scale the process.

Instead of focusing solely on conversion rates, measure 'engagement quality'—metrics that signal user confidence, like dwell time, scroll depth, and journey progression. The philosophy is that if you successfully help users understand the content and feel confident, conversions will naturally follow as a positive side effect.

Instead of debating multi-touch attribution, first identify the single, independent event that caused a sales rep to engage a prospect. This "trigger" (e.g., demo request, MQL score) reveals the true efficiency of your GTM motions, which is a more fundamental problem to solve.

Ditch MQLs. For sales-led motions, measure marketing on qualified pipeline (deals converting at >25%). For PLG motions, measure 'activated signups,' where users hit their 'aha moment.' This aligns marketing with quality and revenue, not volume.

To identify which events actually drive business, analyze your last 5-20 closed-won deals. Look for recurring, time-bound triggers that you didn't create. This data-driven approach provides clarity on where to focus your efforts, revealing the organic drivers behind your biggest successes.

One company discovered that while MQLs were plentiful, they took 130 days to convert. In contrast, "hand-raiser" leads converted in just 12 days at a much higher rate. Focusing on conversion velocity reveals where to allocate resources for efficient growth.