Top Down GTM Trouble Shooting - CAC's Method

Go-to-Market trouble shooting is a very common activity in 2024 as B2B SaaS companies continue to face growth and especially efficient revenue growth challenges. In this episode Dave "CAC" Kellogg shares his top-down GTM trouble shooting method which boils down into two primary categories:

• Pipeline Coverage

• Pipeline Conversion

Dave and Ray dive into the details on the key metrics to evaluate and what they tell a SaaS GTM operator about the current state of their GTM performance. Key insights are provided across multiple topics including:

• Week 3, Day 1 Pipeline Coverage Ratio

• Win Rate vs Pipeline Coverage Ratio

• Pipeline Conversion Measurement

• Pipeline Source and Composition

CAC also provides his most basic insight into the top two questions a CEO should be asking which are:

1. Are we giving sales a chance to hit the number (pipeline coverage)

2. Is Sales converting enough opportunities into customers (pipeline conversion)

If you are a CEO, CFO or GTM leader in B2B SaaS and are responsible for GTM performance and/or evaluating GTM performance this episode is a great listen!