GTM Metrics, Dashboards & Measurement for AI Products

1. Core GTM Metrics Dashboard

Revenue Metrics

Efficiency Metrics

Pipeline Metrics

Retention Metrics

NRR Benchmarks by Stage

Growth Rate Benchmarks

2. Funnel Metrics by GTM Motion

PLG Funnel

Visitor --> Signup (3-5%) --> Activation (30-40%) --> Conversion (5-8%) --> Expansion (NRR 110-120%)

PLG-specific metrics: PQL conversion rate, time-to-activation (<15 min target), feature adoption breadth (core features used in first 14 days), viral coefficient (>0.3 target).

Sales-Led Funnel

Signal --> Outreach (3-5% reply) --> Meeting (50%) --> Demo (60%) --> Pilot (40%) --> Close (30%)

Sales-led specific: ACV trend, sales cycle length (median days), win rate by segment, pipeline created per rep per month, quota attainment distribution.

Agent-Led Funnel (AI SDR)

Signal --> AI Qualification (10-15%) --> Human Meeting (50%) --> Close (35%)

Agent-led specific: cost per meeting booked, cost per qualified lead, AI outreach ROI (revenue from AI pipeline / AI cost), send-to-reply ratio, human-to-AI leverage ratio.

3. AI Product-Specific Metrics

AI products carry cost structures that traditional SaaS metrics miss. These supplementary metrics are essential for AI-native businesses.

AI Cost Metrics

Usage-Based Pricing Metrics

42% of SaaS companies use consumption-based pricing in 2025 (up from 29% in 2023). When pricing is usage-based, supplement ARR metrics with:

SaaS vs. AI Product Metrics Differences

4. Data Health Scoring

Bad CRM data makes every other metric unreliable. Quantify data trustworthiness before trusting pipeline reports.

Data Health Score

Data Health Score = (Completeness * 0.35) + (Accuracy * 0.30) + (Recency * 0.20) + (Consistency * 0.15)

Health Score Targets

B2B data decays at 2.1% monthly on average. Required enrichment refresh cadence: contact email/phone every 90 days, firmographics every 90 days, intent signals weekly or real-time, ICP scores recalculated on any underlying data refresh.

5. Attribution Models

Attribution answers "what caused the deal?" Getting it right determines where you invest next.

Model Comparison

Choosing by Company Stage

Attribution Lookback Windows

Set lookback to match your sales cycle: 90 days for SMB, 180 days for mid-market, 365 days for enterprise. Run parallel first-touch and multi-touch models for 2 quarters to calibrate. Review quarterly.

AI GTM Attribution Challenges

6. Dashboard Architecture

Three-Tier Hierarchy

Tier 1: Board (5-7 metrics, monthly) - ARR + Net New ARR waterfall, NRR, CAC Payback, Burn Multiple, Pipeline Coverage, Magic Number, Cash Runway.

Tier 2: Executive (10-12 metrics, weekly) - Pipeline created, pipeline by stage, win rate by segment, deal size trend, sales cycle length, quota attainment by rep, NRR by cohort, CAC by channel, TTFV, data health score, slippage rate.

Tier 3: Operator (15-25 metrics, daily) - Activity (emails, calls, meetings booked), pipeline (new opps, stage movements), response (speed-to-lead, follow-up rate), conversion (stage-by-stage rates), quality (ICP fit distribution), AI ops (AI messages, AI reply rate, cost per meeting).

Tool Selection

Dashboard Anti-Patterns

7. Leading vs. Lagging Indicators

Maintain a 60/40 balance: 60% leading indicators (what is about to happen) and 40% lagging indicators (what already happened).

Leading Indicators

Lagging Indicators

Revenue, win rate, CAC/payback, NRR/GRR, LTV:CAC, burn multiple, quota attainment distribution. Review monthly or quarterly.

The Leading-to-Lagging Chain

Revenue (lagging)
  <-- Win Rate
    <-- Demo Quality Score (leading)
    <-- ICP Fit Score of Pipeline (leading)
  <-- Pipeline Volume
    <-- Meetings Booked (leading)
      <-- Outreach Volume + Reply Rate (leading)
  <-- Deal Size
    <-- Multi-threading Depth (leading)

8. Weekly GTM Review Cadence

The Weekly Meeting (30-45 Minutes)

The single most important GTM operating ritual. Every metric from system-of-record data. No hand-edited slides.

Weekly Scorecard

Monthly Deep-Dives

NRR/retention analysis (cohort curves, churn reasons, expansion pipeline), CAC/efficiency review (CAC by channel, payback trend, Magic Number), data health audit (CRM completeness, enrichment gaps), competitive update (pricing, positioning, feature changes).

Quarterly Strategic Reviews

ICP refresh (win/loss analysis, drift detection, scoring update), funnel benchmarking (stage conversions vs. industry), attribution model review (channel ROI, budget allocation), GTM motion evaluation (sales-led vs. PLG vs. agent performance).

9. PQL Scoring

Product-Qualified Leads replace MQLs in product-led and hybrid motions. Score on product usage instead of content downloads.

PQL Scoring Model

PQL Score = (Usage Signals * 0.50) + (Fit Signals * 0.30) + (Intent Signals * 0.20)

PQL-to-customer conversion: 5-15% (vs. 1-3% MQL-to-customer). Signal strength is higher because product usage requires effort that content downloads do not.

Examples

• User says: "What metrics should we track for GTM?" → Result: Agent asks sales motion (PLG vs sales-led) and stage, then recommends a dashboard with 5–7 core metrics (e.g. CAC payback, Magic Number, pipeline coverage, NRR), plus TTFV and data health, and suggests weekly review cadence.
• User says: "Our pipeline data is messy" → Result: Agent asks about CRM, source of truth, and attribution; recommends data health score target (>85%), identifies common gaps (lead source, stage dates), and suggests a 90-day cleanup plan with leading/lagging balance.
• User says: "How do we compare to benchmarks?" → Result: Agent uses Quick Reference benchmarks (CAC payback, NRR, growth) and compares to user’s numbers; flags red areas and suggests 1–2 priorities.

Troubleshooting

• Metrics don’t match across tools → Cause: Different definitions or attribution windows. Fix: Define one source of truth (e.g. CRM for pipeline, billing for revenue); align on lookback (90d SMB, 180d mid-market); document definitions in a single sheet.
• CAC payback getting worse → Cause: CAC up and/or velocity down. Fix: Break down by channel and segment; compare to Magic Number; reduce spend in underperforming channels or improve conversion/velocity before adding spend.
• NRR below 100% → Cause: Churn and/or downgrades outweigh expansion. Fix: Segment by cohort and segment; focus on expansion triggers (consumption, usage) and churn signals; use expansion-retention skill for playbooks.

Quick Reference

Questions to Ask

1. What metrics does your team review weekly today, and who owns each one?
2. What is your current pipeline coverage ratio, and do you trust the data behind it?
3. How do you measure time-to-first-value for new customers?
4. What is your CAC payback period, and is it trending up or down?
5. What percentage of new ARR comes from expansion vs. new logos?
6. How complete is your CRM data? Could you run a data health audit this week?
7. What attribution model are you using, and when was it last reviewed?
8. Do you have separate funnel metrics for each GTM motion?
9. What is your current NRR, and how does it break down by segment?
10. How do you score and prioritize PQLs vs. MQLs?
11. What does your AI inference cost look like as a percentage of revenue?
12. Do you track leading indicators separately from lagging indicators?
13. What is your average speed-to-lead for inbound demo requests?
14. When did you last benchmark funnel conversion rates against industry standards?
15. Do you have a defined weekly GTM review cadence with a scorecard?

Related Skills