Why Most GTM Metrics Don’t Predict Revenue

Green dashboards can hide flat revenue curves. Most GTM metrics are vanity numbers that have no correlation with cash in the bank.

The Vanity Trap

• MQLs: Subjective and easily gamed by lowering quality standards.
• Engagement Scores: Often confused with research activity rather than buying intent.
• Activity Counts: Measuring busyness instead of effectiveness.

If you can't connect a metric directly to its impact on revenue, you should stop tracking it.

Predictive Indicators

1. Qualified First Meetings Held: The single most important top-of-funnel metric.
2. Pipeline Sourced ($): Total value of new qualified opportunities created.
3. Sales Velocity: The Speed at which you generate revenue across the entire funnel.

The Takeaway

Build your strategy around leading indicators that predict future cash flow. Ditch the engagement scores and focus on the health of your qualified pipeline.