GTM KPIs: Key Metrics to Track in Your SaaS Go-To-Market Strategy
Whether you’re launching your first SaaS product or scaling a new GTM motion, tracking the right KPIs is critical to knowing what’s working—and what needs to be fixed.
This page covers essential Go-To-Market KPIs across acquisition, conversion, and retention. It’s designed for SaaS founders, marketers, and GTM operators who want to build a data-informed growth model.
Top GTM KPIs to Track
- Customer Acquisition Cost (CAC): Total cost to acquire a customer
- Payback Period: How long it takes to recover CAC
- Conversion Rate: From visitor → signup → activated user → paid
- Time to Value (TTV): How quickly users experience product value
- Lead-to-Customer Rate: Especially important in SLG motions
- Activation Rate: % of users who complete a key onboarding milestone
- Retention & Churn: Leading indicators of product-market fit
Where These KPIs Fit
If you’re sending traffic to your site via email, paid ads, or content—tracking these KPIs helps you diagnose what’s working, what’s scalable, and what’s burning budget.
Looking to go deeper into funnel metrics? Stay tuned—we’ll be publishing detailed breakdowns of SaaS email, onboarding, and paid campaign KPIs soon.