GTM Live Episode Summary: GTM Masterclass - How to Actually Measure GTM Performance in B2B SaaS

Release Date: June 27, 2025
Host: Carolyn Dilks & Trevor Gibson, Co-Founders of Passetto

Introduction

In this insightful episode of GTM Live, hosted by Carolyn Dilks and Trevor Gibson of Passetto, the duo delves deep into the intricacies of measuring Go-To-Market (GTM) performance within B2B SaaS companies. Designed as a blend of a mini masterclass and an internal advocacy tool, this episode serves as a valuable resource for CEOs, CFOs, and Revenue Leaders who find current GTM measurement practices inadequate.

Understanding the Current Challenges in Measuring GTM Performance

1. Siloed Systems and Legacy Architectures

One of the most pressing issues discussed is the prevalence of siloed systems within organizations. Trevor highlights, “[05:38] … a lot of legacy thinking, legacy build out of systems,” pointing out that companies often rely on fragmented point solutions that address specific problems without integrating into a cohesive system. This fragmentation makes it difficult to obtain a big picture view of GTM performance.

2. Complexity of Data Integration

The complexity of integrating various data sources is another significant hurdle. Carolyn elaborates, “[08:09] … the way we sort of configure systems, they're not like that. They're architected to support individual departments, not like a cross-functional journey.” This misalignment results in convoluted data structures that fail to reflect the integrated nature of modern GTM processes.

3. Organizational Resistance and Change Management

Organizational inertia further exacerbates these challenges. Trevor notes, “[10:55] … organizational change problems. It’s not that we don’t have the technologies now… but trying to justify the cost to do it, the impact on the team… is tough.” Even with internal champions, the resistance to overhauling established systems and processes can stifle progress.

Limitations of Common Approaches

1. Use of Stage Zero and Qualified Pipeline Issues

A common attempt to address these issues is the introduction of Stage Zero in the sales funnel. However, Trevor critiques this approach: “[38:21] … it shouldn’t be that hard… we end up having to jump through a bunch of hoops to tell the story.” This method often complicates the sales process without providing meaningful insights, muddling metrics like win rates and sales cycles.

2. Cobbling Together Data in Spreadsheets

Many organizations resort to using spreadsheets to manage and analyze data, leading to inefficiency and inaccuracies. Carolyn observes, “[35:10] … it's just chaos and it burns a bunch of time.” This ad-hoc approach prevents teams from developing a standardized, reliable view of GTM performance.

The Modern GTM Data Architecture Solution

1. GTM as a Factory Metaphor

To overcome these challenges, Trevor introduces the factory metaphor for GTM processes. “[24:46] … think of Go to Market as a factory. There are defined stages to it.” This approach breaks down GTM into distinct production lines—Engagement, Prospecting, Closing Deals, and Retention—each with clear inputs and outputs.

2. Unified, Cross-Functional Data Tracking

By viewing GTM as an interconnected factory, companies can implement a unified data architecture that transcends departmental silos. Carolyn emphasizes, “[41:58] … being able to see that the stages—engagement, prospecting, closing—are not isolated but part of a cohesive journey.” This integration facilitates more accurate and actionable metrics.

Implementation and Responsibilities

1. Roles of Executive Teams and Functional Leaders

Implementing a modern GTM data architecture requires organizational alignment. Trevor states, “[50:17] … executive team needs to understand that the problem exists and be aligned with the vision.” Successful implementation hinges on buy-in from all levels, especially from executives who champion the transformation.

2. Importance of Organizational Buy-In

Change management is critical. Carolyn notes, “[56:54] … teams start to operate in a new way and begin to see improvements quickly.” Without comprehensive buy-in and clear communication of benefits, even the best-designed systems can fail to deliver their potential.

Benefits of a Proper GTM Data Architecture

1. Immediate Operational Gains

Early implementation can yield noticeable operational improvements. Trevor explains, “[54:04] … providing that structure, building this piece of the production line… produces immediate term impacts.” Teams can quickly start tracking and optimizing prospecting efforts, leading to more efficient use of resources.

2. Improved KPIs and Long-Term Data Insights

A unified architecture enables better Key Performance Indicators (KPIs) and long-term insights. Carolyn adds, “[57:32] … collecting one quarter of data and then another allows for isolating and surfacing where things are breaking down.” Over time, this leads to more informed decision-making and sustainable growth.

3. Enhanced Decision-Making

Reliable data architecture ensures that decisions are based on accurate, comprehensive data rather than fragmented metrics. Trevor emphasizes, “[63:44] … you can see how quickly teams can make adjustments in real time.” This responsiveness is crucial for maintaining competitiveness in the fast-paced SaaS market.

Real-World Example

To illustrate the practical benefits, Carolyn shares a customer success story:
“We worked with a company whose pipeline was steadily increasing, but their New Logo acquisition was declining while their Customer Acquisition Cost (CAC) was rising. After fixing their data architecture, they could pinpoint that the inefficiency lay in the active sales cycle process. This insight allowed them to make targeted adjustments, resulting in faster optimizations and improved ROI.”

Trevor adds, “[64:40] … finance teams have always wanted detailed efficiency stories, but without integrated data, it’s tough to get the full picture. Our platform bridges that gap, providing the necessary structure to overlay operational metrics with financial performance.”

Conclusion

In this episode of GTM Live, Carolyn and Trevor provide a comprehensive guide to overcoming the challenges of measuring GTM performance in B2B SaaS. By advocating for a modern, unified data architecture and treating GTM processes as an interconnected factory, they offer a path toward more accurate metrics, better decision-making, and sustainable growth. This masterclass not only identifies the core issues but also presents actionable solutions, making it an indispensable resource for revenue leaders seeking to optimize their GTM strategies.

Notable Quotes:

• Carolyn [00:00]: "It's sort of like a part mini masterclass, part internal advocacy tool."

• Trevor [05:38]: "There's just all this baggage of too many things going on, not enough big picture view."

• Carolyn [08:09]: "It’s needlessly complicated and nobody can really clearly answer the question of like, well, how is go to market performing?"

• Carolyn [33:58]: "How can you optimize when you're not even working from a true set of data?"

• Trevor [24:46]: "We want to think of Go to Market as a factory… there are defined stages to it."

• Trevor [38:21]: "It's about the right tools for the right parts of that task."

Key Takeaways:

• Integrated Systems are Crucial: Siloed and legacy systems hinder effective GTM performance measurement.

• Modern GTM Architecture: Viewing GTM as a factory with distinct production lines enhances data clarity and operational efficiency.

• Organizational Buy-In: Success requires alignment and commitment from all organizational levels, especially leadership.

• Immediate and Long-Term Benefits: Proper data architecture facilitates both quick operational improvements and long-term strategic insights.

For those struggling with GTM performance measurement, this episode of GTM Live offers both the theoretical framework and practical steps needed to transform data architecture and drive business growth.