Forecasting and GTM metrics

Pipeline coverage, stage conversion, CAC payback, magic number, and calling a number you can defend to a board.

All Breaking into GTM Doing the work Leading a GTM team How the best do it

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Everyone Founder doing GTM Founding AE SDR or BDR Growth and demand gen RevOps Sales leader

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How do I work out CAC payback when I do not have a finance team? Take everything you spent on sales and marketing in a period, divide it by the number of new customers you won in that period, and you have CAC. Th... Breaking into GTM 5 resources → Which handful of GTM numbers should a first time founder actually track? Five is plenty in the first couple of years. New ARR added this month, gross and net revenue retention, CAC payback, pipeline coverage for the comi... Breaking into GTM 6 resources → How do I calculate conversion rates by stage, and what do I actually do once I have them? Calculate them on a cohort, not on a snapshot. Take every opportunity created in a month, follow that same set forward, and measure what share reac... Doing the work 4 resources → What should I actually put in front of the board every quarter, and in what shape? Same package, same order, every single quarter, in a trailing nine quarter format so trends and seasonality are visible without anyone doing mental... Leading a GTM team 4 resources → How do I use CAC payback and magic number to decide whether to hire more reps? Treat them as a gate, not a target. If your magic number is comfortably above one and CAC payback is under twelve months, the machine is returning ... Leading a GTM team 4 resources → What GTM efficiency numbers are investors actually benchmarking us against right now? The bar moved after 2022 and it has not moved back. Growth alone stopped being enough, and the pair investors now lead with is CAC payback and net ... How the best do it 5 resources →

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