10 Basic KPIs to track in your GTM Dashboard

10 Basic KPIs to track in your GTM Dashboard

Krishna Srinivas V
Krishna Srinivas V
Apr 26, 2021

As a GTM leader, a lot of your time and effort goes into asking and answering this question: Is my team on track to hit the numbers for the quarter?

But tracking the efforts of the Marketing, Sales, and Customer Success teams is easier said than done.

Tons of KPIs. Dozens of tools - each seemingly more important than the other.

But the truth is, it is impossible to stay on top of all of them on daily or even a weekly basis; nor is it necessary.

Because there are a handful of KPIs which help gauge your GTM Operating System's pulse better than others.

In this post, we take a look at the 10 most basic KPIs across your GTM teams - marketing, sales, and customer success that you should absolutely add to your data analysis dashboard.

KPI #1 - Number of Customers Added 

Who owns the KPI: Co-founders for early stage companies, VP Sales at matured organizations.

The number of new customers added is the most basic KPI for companies across scale, as it is this number that dictates the course of action for every single team in the company.

Where can you track this KPI: Profitwell, Chargebee, Intercom, ChartMogul

KPI #2 - Monthly Recurring Revenue

Who owns the KPI: Co-founders for early stage companies, VP Sales at matured organizations.

Monthly Recurring Revenue (MRR) is the total amount of revenue that you can expect to earn each month based on the number of paid users you have.

Calculating your MRR is absolutely critical to understanding your cash flow and figuring out how much money you can spend in bringing in new leads.

Why is this KPI important?

Monthly Recurring Revenue is the pulse of any company with a recurring revenue business model - knowing how many new users you are adding each month and how much money they are subsequently bringing tells the story of your company. 

Where can you find track KPI: Profitwell, Baremetrics, ChartMogul, Vitally

KPI #3 - Demo Bookings

Who owns the KPI:  Sales team

Demo Bookings refers to the number of meetings that your sales team takes for any given month. 

For most software products, where you don’t meet 99% of your customers, the initial demo meetings is your best chance to interact with your prospects. 

As Tiffani Bova points out, “How you sell matters. What your process is matters. But how your customers feel when they engage with you matters more.” 

Why is this KPI important?

The demo bookings is perhaps the most accurate indicator of how your product messaging and narrative resonate with your prospects. In addition to that, they give a picture on how you are growing as a company and tell you when it is time to expand your sales team. 

Where can you find this KPI: CRMs, Zoom, Calendly, Google Calendar

KPI #4 - Opportunity Win Rate

Who owns the KPI:  Sales team

Opportunity Win Rate is the percentage of leads that go on to become your customers from the total leads in the sales pipeline.

To calculate the Opportunity Win Rate, divide the number of won deals in a particular period by the total number of opportunities created in that period.

Why is this KPI important?

Opportunity Win Rate tells you how successful your sales team is when it comes to moving leads in your pipeline and ultimately closing them.

Are you struggling to move leads from one particular stage to another? 

Are you bringing in a lot of leads at the top of the funnel only to see them slip through at the closing stage? 

Is the Win Rate for a particular channel much higher than others?

The Opportunity Win Rate KPI answers all these questions for the sales team.

Where can you find this KPI: CRM

KPI #5 - Number of Qualified Leads

Who owns the KPI:  Marketing Team

Qualified leads, sometimes called Marketing Qualified Leads (MQLs) are prospects who have a higher chance of becoming your customers than others.

A prospect can be considered ‘qualified’ based on a set of pre-defined criteria - this may be arrived at based on which channel the lead came from, what pages they visited, whether they downloaded an eBook on your site etc.

Why is this KPI important?

Qualified leads are the lifeline and pulse of subscription businesses - no matter what stage of the business you are in, you should have a steady stream of incoming leads. By measuring this KPI, you can gauge how much revenue will come in for any given time period, and how well your marketing channels are performing.

KPI #6 - Customer Acquisition Cost 

Who owns the KPI:  Marketing Team

Customer Acquisition Cost (CAC) is the total money you spend in your marketing and sales efforts to land a new customer.

Why is this KPI important?

Customer Acquisition Cost is one of the most important metrics for businesses to track as it helps you gauge how profitable your business is - calculating CAC tells you how much you can afford to spend on your acquisition channels without your bottomline taking a negative hit. 

CAC also tells you which channel has been effective for your business, where you should double down on, and where you should cut down costs.

Where can you find this KPI: Calculate manually from across tools.

KPI #7 - Website Traffic 

Who owns the KPI:  Marketing Team 

Website Traffic is the number of people who visit your website from different marketing channels.

For businesses selling online, the website is the one identity for your brand and website traffic is the virtual equivalent of foot traffic for physical stores.

Why is this metric important?

Website traffic KPI tells how many people visit your site on any given time period - this will help you gauge how successful your marketing channels have been in the same period.

Is there a particular blog that is consistently driving traffic to your site?

Was there one particular email marketing campaign that led to more website visits? 

Measuring this KPI pinpoints you in the direction on what it is the exact impact different marketing channels had on driving traffic to your site.

Where can you find this KPI: Google Analytics

KPI #8 - Churn Rate 

Who owns the KPI:  Customer Success Team 

Churn Rate is the percentage of customers who cancel the subscription to your product or service at any given time frame.

The Churn Rate is calculated by dividing the number of customers you lost during that time period -- say a quarter -- by the number of customers you had at the beginning of that time period.

Why is this KPI important?

For subscription businesses, the churn rate number makes all the difference between a successful, fledgling business and one that is slowly bleeding itself to death.

While it is inevitable that a small percentage of your total customers will churn due to reasons beyond your control, you can bring down your churn rate by taking preemptive measures that eliminate avoidable churn.

For example, delinquent churns is one example where customer churns happen entirely due to errors in payment processing which can easily be fixed when monitored. 

Where can you find this KPI: Profitwell, ChartMogul

KPI #9 - Net Promoter Score 

Who owns the KPI:  Customer Success Team 

Net Promoter Score (NPS) is a measure to gauge customer loyalty, satisfaction, and enthusiasm with a company that’s calculated by asking customers one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”  - Hotjar 

The Net Promoter Score is calculated by subtracting the percentage of detractors (customers who answer the NPS question with a 6 or lower (known as ‘detractors’) from the percentage of ‘promoters’ (customers who answer with a 9 or 10).

Why is this metric important?

NPS tells you how your customers genuinely feel about your product/service, regardless of the scores. A low score on the NPS gives you a chance to understand why a customer is not happy with your product and fix the problem which could result in a higher score in the future surveys. 

On the other hand, learning about customers who are happy with your product is an opportunity to request testimonials for the website, reviews on third-party platforms, or even referrals! 

Where can you find this KPI: SurveySparrow, SurveyMonkey, Qualaroo

KPI #10 - Number of Support Tickets 

Who owns the KPI:  Customer Success Team 

Support Tickets is the measure of number of users who reached out to your support team on any given week.

Why is this metric important?

A key part of ensuring customers are successful with your product is proactively resolving support issues before they escalate into bigger problems. 

Knowing how many tickets come in on an average gives you a lot of insight on both your product and the way teams operate: Is there a particular feature that is responsible for a lot of customer queries? When is the right time to scale your support team?  

Where can you find this KPI: Intercom, ZenDesk, FreshDesk

Conclusion

Whether you are an early stage startup or a big organization with multiple teams and functions, these are 10 basic KPIs that you ought to be tracking in your data analysis dashboard.