Go-to-Market Framework

KPIs to unfuck your GTM

Four phases. One main question: does the market give a shit?

1
Phase 01

Discovery

Does anyone actually need this?

Outcome KPIs
Problem Validation Rate
% of interviews where the problem is confirmed as real, frequent, and worth solving
ICP Match Rate
% of interviewees who match your target profile
Message Resonance Score
% of contacts who respond positively to your core message (define the mechanic: survey, open rate, quote frequency)
Team KPI
Customer Interview Completion Rate
Number of customer interviews completed vs. target
2
Phase 02

Pre-Launch

Is there qualified demand, or just polite interest?

Outcome KPIs
Landing Page Conversion Rate
% of visitors completing the target action (demo request, waitlist sign-up)
Demo / Beta Request Rate
Number of inbound requests from ICP-matched contacts
Qualified Waitlist Rate
% of waitlist that matches ICP criteria
Team KPI
Enablement Utilisation Rate
% of sales reps actively using launch materials in live deals — not just completion of training
3
Phase 03

Launch

Can we convert demand into product usage, efficiently?

Outcome KPIs
Activation Rate
% of sign-ups reaching the defined value moment (set the definition before launch)
Time to Value
Average time between sign-up and activation moment
Cost per Activated User
Total acquisition spend divided by number of activated users — not just acquired
Channel-to-Activation Rate
Activation rate broken down by acquisition channel
Team KPI
Win Rate
% of qualified opportunities closed won
4
Phase 04

Post-Launch / Scale

Do users stay, pay more, and bring others?

Outcome KPIs
Retention Rate
% of users/customers still active at 30/60/90 days
Churn Rate
% lost per period; segment by cohort to identify whether it's an onboarding or value problem
LTV / CAC Ratio
Lifetime value divided by acquisition cost; 3:1 is a common SaaS baseline
Expansion Rate
% revenue growth from existing customers (upsell/cross-sell)
Referral Rate
% of new customers attributable to existing customer referrals
Core feature adoption
% of active users engaging with features most correlated with retention
Team KPI
Net Revenue Retention by Segment
NRR above 100% means existing customers cover growth without new acquisition; track by segment to know where you're healthy and where you're not
Márcia Marques