6 Ways GTM Teams Can Measure Operations Effectiveness

Also - The 9 Crucial Reports of the Chief Revenue Officer

In this edition:

1. 6 Ways GTM Teams Can Measure Operations Effectiveness

2. The 9 Crucial Reports of the Chief Revenue Officer

3. Podcast Interview With Meta Martech Leader

4. Exclusive For Paid Subscribers: Things I Would Never Do Again as a Marketing Ops Leader

5. Will You Be in Phoenix for Forrester B2B Summit? Join Us For An In-Person Marketing Ops Town Hall and Huddle to Learn and Network

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6 Ways GTM Teams Can Measure Operations Effectiveness

Measuring ops is hard.

Here are 6 ways GTM teams can measure their operations effectiveness.

🔹 Speed to Lead Report – Measures the time from lead form submission to first sales interaction. Faster response times drive higher conversion rates.

🔹 Lead Routing Efficiency Report – Tracks the percentage of leads assigned correctly versus those requiring reassignment. Precision in routing minimizes delays and increases pipeline efficiency.

🔹 Data Hygiene Score Report – Identifies the percentage of CRM records that are incomplete, outdated, or duplicated, ensuring clean data for accurate decision-making.

🔹 Lead Scoring Effectiveness Report – Evaluates the conversion rate of high-scoring leads to validate the accuracy of scoring models.

🔹 Workflow Efficiency Report – Measures the percentage of GTM workflows that run successfully without requiring manual intervention, highlighting automation effectiveness.

🔹 Lead Response SLA Compliance Report – Tracks adherence to lead response time SLAs to ensure consistent follow-up and prevent pipeline leakage.

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The 9 Crucial Reports of the Chief Revenue Officer

Revenue leaders need both broad and deep data & insights to make better decisions.

Here are the 9 crucial reports that Chief Revenue Officers rely on to drive predictable, scalable growth, and how to turn insights into action.

1️⃣ Revenue & Pipeline Forecast
Expected revenue is how much in sales you expect to make in a given time period, while pipeline is the dollar amount of open opportunities in the same time period.

2️⃣ Revenue Contribution Breakdown
This report breaks down the proportion of revenue from new business, renewals, and expansions, as well as the split between marketing-sourced and sales-sourced revenue.

3️⃣ Net Recurring Revenue Over Time
NRR tells you if you are growing steadily, or if customers are cancelling/churning so quickly that it impacts your total business growth.

4️⃣ Pipeline Analysis & Breakdown
Total pipeline is the sum of all opportunities in a given time period. Weighted pipeline is the dollar amount of the opportunities that have a high probability of closing. Healthy pipeline is the dollar amount of the minimum amount of opportunities needed to close to hit revenue targets.

5️⃣ Average Deal Size by Segment
This shows the mean sale price by customer bucket.

6️⃣ Win Rate by Segment
Win rate is the percentage of deals you close versus lose in a given time period. This report shows win rate by various customer buckets.

7️⃣ Conversion Funnel Breakdown
This visualizes lead progression through MQLs, SQLs, opportunities, and closed-won deals. A significant drop-off at any stage signals inefficiencies in lead qualification, sales execution, or marketing and sales alignment.

8️⃣ Renewal Rate Over Time
This tracks renewal percentage trends throughout the year. A declining renewal rate highlights potential issues with customer satisfaction, competitive pressures, or pricing misalignment.

9️⃣ Revenue Efficiency Metrics
A low LTV:CAC ratio indicates inefficient acquisition costs. A declining demo-to-close rate suggests qualification or sales execution gaps. A longer average time to close points to deal cycle inefficiencies that slow revenue growth.

This is the foundation for revenue leadership that delivers results.

Which reports do you agree with? What would you add?

This diagram was created by me and the Revops genius, Jeff Ignacio.

Big thanks to the revenue leaders who gave us direction on this diagram - Connor Fee Multi-CRO, Tess Baldwin CRO at SixFifty, Robert Livada CRO, and Steven Dunston CRO at StackMoxie.

NOTE: This initially started with more marketing-related reports, however, we only included the top 9 in this exercise.

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Podcast Interview With Meta Martech Leader

Angela from Meta made the decision to move from building their own homegrown Martech stack, to strategically building AND buying their tech stack.

Her team chose to build where they held unique advantages (their data foundation) and buy where they needed proven solutions for standard capabilities.

This hybrid model gave both the engineering and business stakeholders something to embrace.

Learn about this and more in Phil Gamache and my podcast episode with Angela Rueda - https://lnkd.in/g_Nt59zc