Because “it’s the vibe” can’t replace your GTM Metrics or scale your startup.
If you’re an Aussie, you probably know The Castle. That 90’s cult classic where loveable lawyer Dennis Denuto tries to argue his case with the line: “It’s just the vibe of the thing.”
Iconic? Yes.
A solid strategy? Not quite.
When you’re building a high-growth startup, gut feel and good vibes aren’t enough. You need aligned GTM metrics that keep everyone rowing in the same direction. The kind of metrics that connect teams, sharpen decisions, and make sure you’re not just busy…but you’re actually winning!
Here are the 8 GTM metrics that matter, plus a few bonus ones worth keeping an eye on. No fluff. No jargon. Just the numbers that move that pesky needle.
1. Size The Real Market & Ditch Your TAM Fantasy
Primary Metric: Total Relevant Marketing (TRM) Accounts by ICP
I’ve said it before. Everyone loves a big TAM. It looks great in a pitch deck. But what actually matters is your Total Relevant Market filled with companies that match your ideal customer profile (your ICP). That’s where the real growth and focus lives.
Other useful GTM metrics:
- % of TAM that’s TRM
- Conversion potential by ICP segment
REMEMBER: TAM is your daydream. TRM is your to-do list.
2. Prioritise Investment & Follow the Money
Primary Metric: Projected Revenue by Product
Before launching that sparkly new feature, check if it’s going to grow revenue and help clients stick around. Prioritise the products and/or features that deliver value fast, retain customers, and drive solid margins.
Other useful GTM metrics:
- Gross Margin by product
- Product-level NPS
REMEMBER: If a product isn’t profitable or sticky, it’s probably just a distraction.
3. Be Clear & Have A Point Of View
Primary Metric: Pipeline Growth Rate (Month over Month, Quarter over Quarter)
Brand get’s a hard time. But it’s not just a logo or a set of colours. It’s your point of view. A strong and consistent POV builds trust, opens doors, aligns teams, and helps you cut through crowded markets.
Other useful GTM metrics:
- Branded search volume
- Share of Wallet
- G2 reviews or third-party validation
REMEMBER: A strong brand gets you in the door. A strong pipeline gets the deal done. You need both to build revenue.
4. Pipeline Velocity…Speed Wins
Primary Metric: Revenue by GTM Motion
Whether you’re inbound, outbound, product or partner-led, you need to know which GTM motions are actually driving revenue. Kill the rest, it’s just expensive distraction.
Other useful GTM metrics:
- Win rate by GTM motion
- Sales cycle length
REMEMBER: Test, measure, and double down on what works. Everything else is noise.
5. Show ROI & Customer Value, Fast
Primary Metric: Time to First Value
If your customer doesn’t see value fast, they’re not sticking around (and they’re not telling their friends). Measure how quickly your product solves a real problem and focus energy there to make it better.
Other useful GTM metrics:
- Time to full ROI
- Activation drop-off
REMEMBER: The faster your product makes someone look like a genius or feel like a legend, the better.
6. Retention Is The New Acquisition
Primary Metric: Net Revenue Retention (NRR)
New logos are great. But the real power move is growing your existing accounts. NRR shows how well you’re expanding, retaining and compounding your revenue. And don’t investors love to see that!
Other useful GTM metrics:
- Expansion pipeline
- Revenue by TRM tier
REMEMBER: Expansion isn’t post-sale. It starts with the first great experience.
7. Clean Revenue Ops = Clear Growth
Primary Metric: GTM Efficiency Ratio
Are you generating more than you spend on GTM? If not, start tracking. Fast.
Other useful GTM metrics:
- Revenue per employee
- Customer LTV
- Profitability by motion
REMEMBER: GTM isn’t just a marketing problem. Ops is your multiplier.
8. Leaders, Time To Get Your House in Order
Primary Metric: C.A.T. Score (Clarity, Alignment, Trust)
If your team doesn’t understand the strategy, agree on what success looks like, or trust each other to deliver, you’re in for an uphill battle. C.A.T. tells you if you’re building real alignment.
Other useful GTM metrics:
- eNPS (team health)
- Bonus attainment (incentives that actually work)
REMEMBER: A high-functioning team with average tools will beat a misaligned one with the best tech stack and fridge snacks.
Putting It All Together
When you’re scaling a startup, you don’t need 47 dashboards. You simply need the right GTM metrics, measured consistently, and tied to how your business actually grows.
Start with these eight. Obsess over them. Align your team around them. And use them to make better and faster decisions.
Want to see how your GTM is really performing?
Start with the GTM Market Assessment built to give you clarity. You’ll get tailored insights delivered straight to your inbox, so you know exactly where to focus and what to fix.
