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The "Must" GTM Metrics That Will Define 2026

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This week’s research note includes:

  • GTM Research: The Metrics That Will Define 2026 Planning

  • GTM OS Certified Partner Spotlight: Michele Reister, Confidence GTM

  • Upcoming Events and Access

Research: The Metrics That Will Define 2026 Planning

As you finalize your 2026 plan, the real test is not how good your strategy looks on paper.

It is about measuring success, communicating progress, aligning cross-functional teams, and adjusting when things change.

Without the right metrics, your plan becomes a wish list instead of an operating system.

The most effective GTM leaders use KPIs and OKRs to:

  • Create clarity on what success looks like across every GTM function

  • Build alignment between marketing, sales, and customer success

  • Communicate progress clearly to executives, investors, and the broader organization

  • Diagnose issues early so teams can make real-time course corrections

  • Maintain focus on leading indicators instead of chasing lagging results

The GTM Operating System provides the structure for doing exactly that. It connects strategy to execution through measurable outcomes across eight pillars of go-to-market.

In this week’s GTMonday, we break down the metrics that matter most for 2026 (from the GTM OS Scoreboard to motion-level KPIs and leadership scorecards) so you can turn your plan into a performance engine.

Part 1: The GTM OS Scoreboard: Metrics That Connect Strategy to Execution

Every successful GTM strategy starts here, with clarity across the eight pillars of the GTM Operating System.

Each pillar has one primary metric that defines success. That primary metric is in bold on the image below, along with other metrics that can also be useful.

Together, they tell the story of your entire business.

Pillar 1. Total Relevant Market: Where to Grow

Focus on where growth is real, not hypothetical. Your TRM should define where you play, not just how big your TAM looks on a slide.

  • Primary Metric: TRM # of Accounts by ICP

  • Other Metrics: % of TAM in TRM, Revenue Potential by ICP

Pillar 2. Market Investment Map: What to Prioritize

Revenue potential means nothing if margin and retention do not follow. The best GTM teams prioritize products that create long-term value.

  • Primary Metric: Projected Revenue by Product

  • Other Metrics: Growth Rate, Gross Margin, GRR

Pillar 3. Brand & Demand: How to Engage with a Differentiated POV

Brand creates belief. Demand creates motion. You need both, measured not by volume but by velocity and differentiation.

  • Primary Metric: Pipeline Growth Rate (QoQ)

  • Other Metrics: Share of Wallet, Organic Growth, G2 or Search Lift

Pillar 4. Pipeline Velocity: How You’ll Get to Your Revenue Goal Faster

Every GTM motion has a purpose, but not all motions are created equal. Track which ones actually move revenue efficiently.

  • Primary Metric: % of Revenue by GTM Motion or Play

  • Other Metrics: Quota Attainment, Sales Cycle Length, Win Rate

Pillar 5. Customer Time-to-Value: How Fast Customers See ROI

The faster customers experience value, the stronger your retention curve becomes. This is the most underrated growth lever of all.

  • Primary Metric: Time-to-First Value

  • Other Metrics: Time-to-Full Value, CAC Payback

Pillar 6. Customer Expansion: How You’ll Upsell and Retain

Grade your TRM accounts:
A = Expandable
B = Retainable
C = At Risk
It’s the simplest way to know where to spend your next dollar or hour.

  • Primary Metric: Net Revenue Retention (NRR)

  • Other Metrics: Revenue from TRM, Expansion vs. Churn Mix

Pillar 7. Revenue Operations: How You’ll Measure Business Health

Revenue operations is not about dashboards. It is about discipline. Efficiency is the metric that tells you whether scale is sustainable.

  • Primary Metric: GTM Efficiency Ratio

  • Other Metrics: Revenue per Employee, CLTV, Profitability

Pillar 8. Leadership & Management: How You’ll Drive Clarity, Alignment, and Trust

Culture and clarity are not soft metrics. They are lagging indicators of revenue health.
You cannot scale chaos. You can scale trust.

  • Primary Metric: C.A.T. Score (Clarity, Alignment, Trust)

  • Other Metrics: eNPS, Average Bonus Attainment

The takeaway: Alignment across all eight pillars is what transforms metrics from numbers into a system of growth.

Learn More: Aligning Your Team Across the 8 GTM Pillars

Part 2: Metrics by GTM Motion: How Growth Really Happens

GTM motions are not campaigns. They are strategic plays that cross functions, systems, and channels.

Tracking metrics by motion helps you understand what is really working, not just what is happening.

Inbound-Led Growth

  • TOFU: In-ICP Website Visits

  • MOFU: In-ICP Leads Generated

  • BOFU: Conversion Rate, SQLs

  • Pipeline: Total Opportunity Value

  • Revenue: Closed-Won Value, ACV, LTV

  • Risk: % to Convert, Churn, ICP Adherence

Outbound-Led Growth

  • TOFU: # of Target Accounts

  • MOFU: Account Engagements

  • BOFU: Meetings Set within ICP

  • Pipeline: Total Opportunity Value

  • Revenue: Closed-Won Value, ACV, LTV

  • Risk: CAC, ICP Adherence

Product-Led Growth (PLG)

  • TOFU: Website Visits, Demos

  • MOFU: Free Signups, Trials

  • BOFU: DAUs, MAUs

  • Pipeline: Integrations, Usage, + Seats

  • Revenue: Conversion to Paid Accounts, LTV

  • Risk: Low Conversion, Lack of Adoption

Partner-Led Growth

  • TOFU: # Onboarded, # Referrals

  • MOFU: Qualified Opportunities

  • BOFU: Conversion from Qualified

  • Pipeline: Total Opportunity Value

  • Revenue: Closed-Won Value, ACV, LTV

  • Risk: Partner Production, ICP Adherence

Event-Led Growth

  • TOFU: # Attendees

  • MOFU: Post-Event Engagement

  • BOFU: Booked Meetings, Opp Creation

  • Pipeline: Total Opportunity Value

  • Revenue: Total Closed-Won Value

  • Risk: CAC, Lack of Sales Follow-up

Community-Led

  • TOFU: Audience Size

  • MOFU: Community Engagement

  • BOFU: Leads Generated

  • Pipeline: Total Opportunity Value

  • Revenue: Community-Influenced Deals

  • Risk: Engagement vs. Growth Rate vs. Expectations

Pro tip: Do not overcomplicate this.
Pick two or three core motions. Track a consistent motion-level scorecard quarter over quarter.
That is how you know where to invest and where to divest.

Learn More: Metrics and Motions for Each of the 6 GTM Motions

Part 3: The CRO, CMO, and GTM Scorecards: Turning Data into Alignment

Data does not create alignment. Shared scorecards do.

The highest-performing GTM teams use scorecards to create a single source of truth for performance and accountability.

The GTM Scorecard

The GTM Scorecard gives executives a single, shared view of performance across the entire revenue engine. It connects the eight GTM pillars—strategy, execution, and results—so every team is working from the same definition of success.

Download the GTM Scorecard

2. The CMO-CRO Scorecard

The CMO-CRO Scorecard bridges sales and marketing around a common language for pipeline, efficiency, and growth. It eliminates finger-pointing and ensures both leaders are accountable to the same outcomes.

Key Metrics:

  • Pipeline by Motion

  • CAC Payback

  • Quota Attainment

  • Marketing-Sourced vs. Sales-Sourced Revenue

Download the CMO-CRO Scorecard

3. Functional Scorecards

Each team’s metrics roll up into the shared GTM scoreboard, ensuring that everyone’s work ladders to the same outcomes.

When every leader—CEO, CRO, and CMO—is looking at the same numbers, alignment stops being a buzzword.

It becomes a management system.

2026 Planning: Measure What Matters

As you finalize 2026 planning, make time for a metrics audit.

Ask your team three questions:

  1. Which metrics actually move the business?

  2. Which ones no longer serve us?

  3. Where can we create shared visibility across GTM?

Growth in 2026 will not come from doing more.

It will come from measuring better.

Takeaways

✅ Level up your GTM metrics mastery at GTM University
Learn how to connect your GTM OS, motions, and scorecards through hands-on frameworks taught by GTM-certified experts.

🤝 Hire a GTM Certified Partner
If you are unsure where to start, work with a GTM Certified Partner to audit your scorecards, benchmark your efficiency ratios, and align your team around one GTM language.

📊 Audit your 2026 scorecards this month
Bring your CRO, CMO, and CS leaders together. Identify your primary metrics for each pillar and motion. Decide what you will stop measuring as well as what you will keep.

If you’re a CEO or GTM leader planning for 2026, don’t miss your chance to have Bryan and Sangram guide your executive GTM planning session.

👉 Only 4 spots left in the next 2 weeks

2026 GTM Strategy Session

Certified Partner Spotlight: Michele Reister, Confidence GTM

Clarity and Confidence for SaaS Go-To-Market Leaders

Too many B2B SaaS companies are stuck in a cycle of “random acts of marketing.” Michele Reister, founder of Confidence GTM, helps break that cycle—by building go-to-market engines that leadership teams can trust.

With 20+ years of experience and two successful exits, Michele blends executive-level strategy with executional precision. As a certified GTM Partners consultant, she applies the GTM Operating System to help Series A+ startups and scale-ups align priorities, eliminate guesswork, and accelerate pipeline across both PLG and enterprise sales-led motions.

Confidence GTM specializes in:

  • Fractional CMO & Interim Marketing Leadership

  • GTM Assessments & Transformation Workshops

  • Integrated Campaign Strategy & Messaging Sprints

  • PLG + Enterprise Motion Integration

  • AI-Enabled GTM Execution

  • Partner & Ecosystem Marketing

Michele works best with high-growth SaaS companies targeting technical mid-market and enterprise buyers in data, analytics, DevOps, GRC, and cybersecurity.

If you’re ready to stop guessing and start growing with confidence, Michele brings the frameworks and the firepower to make it happen.

Learn more: Michele Reister Partner Page →

If you’d like to be a certified GTM Partner like Michele and more than 50 others, we’d love to talk to you about how to make that happen.

Make Me a Certified Partner

Upcoming Events: Where Sangram, Bryan, or a GTM Certified Partner Will Be Speaking

(DM Sangram for a discount code to attend or to get slides after the talk)

Love,

Sangram and Bryan

p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional Friday

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