The 8 Metrics That Belong on Your GTM Dashboard
1. Marketing-Sourced Pipeline (This Week / This Month / This Quarter)
How much net new pipeline did marketing generate? Not MQLs — pipeline. Measured in dollars. This single number does more to align marketing and sales than anything else in your stack.
2. MQL Volume vs. Target
Raw MQL count versus your weekly/monthly target. Keep the target visible. When you’re at 60% of target on Day 15, someone needs to know. When you’re at 140%, the next question is: are they good MQLs or are we chasing volume?
3. MQL-to-SQL Conversion Rate (Rolling 30 Days)
This is your lead quality indicator. A healthy B2B SaaS rate is 20-30%. If it drops below 15%, you have a scoring or ICP problem. If it jumps to 50%+, you may be under-generating. Rolling 30 days smooths out weekly noise.
4. Speed to Lead (Median, Last 7 Days)
Time from form submission or intent signal to first SDR touch. Target: under 5 minutes for high-intent inbound. This metric is often the single highest-leverage fix in a demand gen function. Broken routing workflows lose more pipeline than any bad campaign.
5. Pipeline Coverage Ratio
Total open pipeline divided by quarterly revenue target. Healthy range: 3x-4x. Below 2.5x heading into a quarter is a red flag. Above 5x may signal that sales is hoarding opportunities or that the pipeline has data quality issues.
6. CAC (New Logo, Last 90 Days)
Total marketing and sales spend on new business divided by the number of new customers acquired. Track the trend, not just the number. A rising CAC trend over three quarters is an early warning signal, regardless of where the absolute number sits.
7. Win Rate (MQL Cohort, Last Quarter)
Of the MQLs generated last quarter, what percentage became customers? This is a lagged metric — it takes time for a cohort to fully close — but it’s the truest measure of whether marketing is generating the right demand.
8. Marketing-Sourced Revenue % (Monthly Trailing)
What percentage of closed revenue can be traced back to a marketing-sourced first touch? For most B2B SaaS models, 40-60% is healthy. Below 30% suggests either attribution issues or an over-reliance on outbound. Above 70% may indicate over-dependence on inbound that creates fragility.
What Doesn’t Belong on This Dashboard
Email open rates. Bounce rates. Webinar registrants. Social media impressions. Page views. These are activity metrics, not revenue metrics. They belong on operational dashboards, not your GTM dashboard. Every metric on the minimum viable GTM dashboard should have a direct line to revenue.
How to Build It
The simplest version uses Salesforce reports feeding a Google Data Studio (Looker Studio) dashboard with a Marketo or HubSpot data connection. The key is agreement — marketing, sales, and finance must agree on how each metric is defined and calculated before the dashboard goes live. The conversation about definitions is often more valuable than the dashboard itself.
For teams without a BI tool, a well-maintained Google Sheet updated weekly by marketing ops with manual Salesforce pulls is still better than 14 automated dashboards nobody trusts.
Want to build this dashboard for your team?
Agni Consulting helps B2B SaaS teams build GTM dashboards that marketing, sales, and finance actually use together. Start with a free 30-minute discovery call.
Book a Free Intro CallFrequently Asked Questions
What metrics should be on a B2B SaaS GTM dashboard?
The eight core metrics are: marketing-sourced pipeline, MQL volume vs target, MQL-to-SQL conversion rate (rolling 30 days), speed to lead (median, last 7 days), pipeline coverage ratio, CAC for new logos (last 90 days), win rate by MQL cohort, and marketing-sourced revenue percentage. Each has a direct line to revenue — no vanity metrics.
What is a good pipeline coverage ratio for B2B SaaS?
A healthy pipeline coverage ratio is 3x to 4x your quarterly revenue target. Below 2.5x heading into a quarter is a serious warning sign. Above 5x may indicate data quality issues or opportunity hoarding in the CRM. The ratio should be reviewed weekly, not just at the start of a quarter.
What tools do you need to build a GTM dashboard?
The minimal viable setup uses Salesforce (or HubSpot CRM) as the revenue data source, your MAP (Marketo or HubSpot) for marketing metrics, and either Looker Studio, Metabase, or a well-structured Google Sheet for visualization. The key is not the tool — it’s ensuring marketing, sales, and finance agree on how each metric is defined before building.
What is marketing-sourced pipeline and how do you calculate it?
Marketing-sourced pipeline is the total dollar value of sales opportunities where the first meaningful touch was a marketing activity — inbound form, content download, paid ad click, webinar registration, etc. Calculate it by filtering open and closed opportunities in your CRM by ‘Lead Source = Marketing’ (however your team has defined it) and summing the opportunity value.