GTM Metrics Dashboard Template

Use this template to build a centralized GTM metrics dashboard that gives leadership a single view of pipeline health, marketing performance, sales efficiency, and customer metrics. This works in any BI tool (Looker, Tableau, Metabase, Google Sheets) or as a native dashboard in your CRM.

Dashboard Architecture

Organize the dashboard into 5 sections. Each section answers one strategic question.

Section 1: Pipeline Overview     → "Are we generating enough pipeline?"
Section 2: Marketing Performance → "Are our programs working?"
Section 3: Sales Efficiency      → "Is the sales team converting?"
Section 4: Customer Health       → "Are customers staying and growing?"
Section 5: Operational Health    → "Is the GTM engine running smoothly?"

Section 1: Pipeline Overview

Time frame: Rolling 90 days + QTD + YTD

Metric	Definition	Data Source	Target	Cadence
Pipeline Created ($)	Total value of new opportunities created	CRM (Opportunity Created Date)	{{$X}}/quarter	Weekly
Pipeline Created (Count)	Number of new opportunities	CRM	{{X}} opps/quarter	Weekly
Qualified Pipeline ($)	Pipeline in Stage 2+	CRM (Opportunity Stage)	{{$X}}/quarter	Weekly
Pipeline Coverage Ratio	Qualified Pipeline / Quota	CRM + Finance	3x minimum	Weekly
Average Deal Size	Pipeline $ / Opportunity Count	CRM	${{X}}	Monthly
Pipeline by Source	Inbound / Outbound / Partner / PLG	CRM (Lead Source)	Track split	Monthly
Pipeline Velocity	(# Opps x Win Rate x Avg Deal Size) / Sales Cycle Length	CRM	${{X}}/day	Monthly

Key charts:

• Stacked bar: Pipeline created by week, colored by source
• Line chart: Pipeline coverage ratio over time (with 3x threshold line)
• Funnel: Stage-by-stage conversion from MQL to Closed Won

Section 2: Marketing Performance

Metric	Definition	Data Source	Target	Cadence
MQLs Generated	Leads meeting MQL criteria	MAP (HubSpot, Marketo)	{{X}}/month	Weekly
MQL → SQL Conversion	% of MQLs accepted by sales	CRM	> 30%	Monthly
SQL → Opportunity Conversion	% of SQLs that become pipeline	CRM	> 50%	Monthly
Cost per MQL	Marketing spend / MQLs	Finance + MAP	< ${{X}}	Monthly
Cost per SQL	Marketing spend / SQLs	Finance + CRM	< ${{X}}	Monthly
Organic Traffic	Sessions from organic search	Google Analytics	{{X}}/month	Weekly
Content-Sourced Pipeline ($)	Pipeline where first touch was content	CRM + Attribution	${{X}}/quarter	Monthly
Email Engagement	Open rate, click rate, unsubscribe rate	MAP	Open > 25%, Click > 3%	Weekly

Key charts:

• Line chart: MQLs by week with trendline
• Waterfall: Funnel conversion MQL → SQL → Opp → Closed Won
• Table: Top 10 content pages by pipeline influenced

Pull your marketing data into a unified view using your analytics integration.

Section 3: Sales Efficiency

Metric	Definition	Data Source	Target	Cadence
Win Rate	Closed Won / (Closed Won + Closed Lost)	CRM	> 25%	Monthly
Average Sales Cycle	Days from Opp Created to Closed Won	CRM	< {{X}} days	Monthly
Quota Attainment	Closed Won ARR / Quota	CRM + Finance	> 80%	Monthly
Activity Metrics (per rep)	Calls, emails, meetings per week	Sequencing tool + CRM	{{X}} meetings/week	Weekly
Meetings Booked	Total meetings set by SDR team	CRM + Calendly	{{X}}/week	Weekly
Meeting → Opp Conversion	% of meetings that create an opportunity	CRM	> 40%	Monthly
Stage-to-Stage Conversion	Conversion rate at each pipeline stage	CRM	Track trends	Monthly
Forecast Accuracy	Forecast vs. Actual at quarter end	CRM	Within 10%	Quarterly

Key charts:

• Bar chart: Quota attainment by rep (anonymous or named, depending on culture)
• Scatter plot: Activity volume vs. pipeline created (shows efficiency)
• Line chart: Win rate by month with 6-month rolling average

Compare your sales metrics against industry benchmarks to contextualize performance.

Section 4: Customer Health

Metric	Definition	Data Source	Target	Cadence
Net Revenue Retention (NRR)	(Starting ARR + Expansion - Contraction - Churn) / Starting ARR	Finance	> 110%	Monthly
Gross Churn Rate	Churned ARR / Starting ARR	Finance	< 8% annually	Monthly
Logo Retention	Retained customers / Total customers at period start	CRM	> 90%	Monthly
Expansion Revenue	Upsell + Cross-sell ARR	CRM	{{$X}}/quarter	Monthly
Time to Value	Days from closed won to first key milestone	Product analytics	< {{X}} days	Monthly
NPS / CSAT	Customer satisfaction score	Survey tool	NPS > 40	Quarterly

Key charts:

• Cohort chart: Retention by signup cohort (monthly)
• Waterfall: ARR movements (new, expansion, contraction, churn)
• Bar chart: Expansion revenue by quarter

Section 5: Operational Health

Metric	Definition	Data Source	Target	Cadence
CRM Data Quality Score	% of required fields completed on opportunities	CRM	> 90%	Weekly
Lead Response Time	Median time from lead creation to first sales touch	CRM + MAP	< 5 minutes	Weekly
SLA Compliance	% of leads followed up within SLA	CRM	> 95%	Weekly
Tech Stack Utilization	Active users / Licensed seats per tool	Tool admin panels	> 80%	Monthly
Integration Health	% of syncs running without errors	Integration platform	> 99%	Daily
Data Freshness	Time since last successful data pipeline run	ETL/ELT tool	< 1 hour	Daily

Use the GTM tech stack audit checklist quarterly to keep this section accurate.

Dashboard Build Checklist

• Identify data sources for every metric listed above
• Confirm field mappings between CRM, MAP, and BI tool
• Build data models/transformations (SQL views or dbt models)
• Create individual chart components for each section
• Set up automated refresh cadence (hourly for activity data, daily for everything else)
• Add date range filters (this week, this month, this quarter, custom)
• Add segment filters (by team, by region, by product line)
• Set up email/Slack alerts for metrics that breach thresholds
• Share dashboard with stakeholders and walk through it in first review
• Schedule recurring reviews: weekly with GTM team, monthly with leadership

How to Customize

• For early-stage companies (pre-Series A), remove Section 4 (Customer Health) initially and focus on Sections 1-3. You need pipeline and conversion data before you have enough customer data to track meaningfully. Add customer metrics once you hit 50+ paying accounts.
• For PLG companies, add a “Product-Qualified Leads” metric to Section 2, and split pipeline source into Inbound / Outbound / PLG / Partner. Also add product usage metrics (DAU, activation rate, feature adoption) to Section 4 alongside NRR.
• For multi-product companies, add product-line filters across the entire dashboard. Pipeline, win rate, and customer health metrics can look wildly different between products, and a blended view hides problems. Build one master dashboard and then segment by product in the filter controls.