Why GTM KPIs Matter More Than Ever
Go-to-market (GTM) success isn’t just about launching products—it’s about making sure everyone is on the same page. The problem? Different teams define success differently, which leads to mixed signals, inefficiencies, and money left on the table.
For global companies, this issue gets even messier when regional teams measure things differently. Imagine everyone using different scorecards for the same game—it just doesn’t work. The solution? A shared set of GTM KPIs that every team, in every region, can rally around.
- Sales want quality leads they can actually close.
- Marketing is focused on filling the pipeline with enough leads to fuel growth.
- Product is racing to ship the next big thing.
- Client Success is making sure customers stick around and stay happy.
Each of these makes sense on its own, but together? They can clash. The key is setting top-level GTM KPIs that align all teams and keep everyone moving in the same direction.
The GTM KPI Tug-of-War: Where Teams Clash
Sales vs. Marketing: The Quantity vs. Quality Dilemma
Sales and marketing should be best friends, but their KPIs often push them apart.
- Marketing KPIs: MQLs, website traffic, lead volume, engagement rates.
- Sales KPIs: SQLs, pipeline velocity, win rates, deal size.
Marketing celebrates hitting lead targets, but Sales is frustrated because those leads aren’t closing. Marketing thinks Sales just isn’t working them hard enough. Sales thinks Marketing is sending over junk. Sound familiar?
Product vs. Client Success: Speed vs. Stability
Product teams are moving fast, pushing out updates and new features. But if Client Success doesn’t have time to prep customers, things get messy.
- Product KPIs: Feature releases, development cycle times, adoption rates.
- Client Success KPIs: NPS, retention, upsell rates, support tickets.
If Client Success isn’t looped into product roadmaps, they’re left scrambling to support users who didn’t see changes coming. Nobody wins.
The Sales Discounting Problem: A Ticking Time Bomb
To hit their numbers, Sales might discount aggressively. But when renewal time comes and prices jump, Client Success is stuck dealing with the fallout.
- Sales wins short-term with a closed deal.
- Client Success struggles long-term with churn risk.
This isn’t just a pricing issue—it’s a symptom of teams working toward different goals.
How to Align GTM KPIs Across Teams
1. Define Shared North Star Metrics
Every function should have KPIs that roll up into the same big-picture goals. Some key GTM KPIs that help align teams (though keep in mind, the right KPIs for you will depend on what success looks like for your business):
✅ Customer Acquisition Cost (CAC) – Keeps Sales & Marketing focused on efficient growth.
✅ Customer Lifetime Value (CLV) – Ensures Sales, Marketing, and Client Success care about long-term success.
✅ Net Revenue Retention (NRR) – A top indicator of sustainable growth.
✅ Sales Cycle Length – Helps Sales, Marketing, and Product fine-tune deal velocity.
✅ Product Adoption & Activation Rate – Makes sure Product and Client Success are working together.
When teams track KPIs that support each other, collaboration happens naturally.
2. Make Alignment a Habit
Setting shared KPIs is a great first step, but it only works if teams check in regularly:
🔹 Monthly KPI Check-ins → Quick syncs to spot issues early.
🔹 Quarterly GTM Reviews → Step back and look at the bigger picture.
🔹 Cross-Functional War Rooms → Bring teams together to solve problems in real-time.
When alignment becomes part of the culture, it leads to better decisions and fewer headaches.
3. Fix Incentives That Create Conflicts
People focus on what they’re rewarded for. Renumeration drives behavior, so setting the right KPIs and incentive schemes is crucial. When KPIs are well-designed, they encourage the right behaviors that drive the right outcomes. But if one team’s success makes another team’s job harder, you’ve got a problem.
- Marketing should be measured on pipeline contribution (not just MQL volume).
- Sales should be incentivized on deal quality and retention (not just closing revenue).
- Product should get input from Client Success before prioritizing releases.
- Client Success should be rewarded for expansion revenue, not just retention.
When incentives are aligned, teams naturally work together instead of pulling in different directions.
The Future of GTM Success is Alignment
When teams aren’t aligned, progress stalls. When they are, growth happens.
Getting buy-in on these metrics is crucial. Everyone needs to understand, believe in, and live and breathe the numbers. If teams don’t see the value in the KPIs, they won’t prioritize them. Creating shared KPIs, encouraging cross-functional collaboration, and fixing incentive mismatches ensures that companies turn friction into forward momentum.
Ready to Align Your GTM Strategy?
At MarketCraft GTM, we specialise in helping businesses like yours define and implement the right KPIs that drive sustainable growth. If you’re ready to take the next step in aligning your teams and optimising your GTM approach, let’s chat.
📅 Book a meeting with us today to see how we can help you create a GTM strategy that works across your entire business.