From data to decisions: Solving GTM challenges with analytics
November 2024, Post 9/10, 5 min read
Over the last few years, working with a range of businesses, I’ve seen one constant: the companies that truly excel are the ones that understand how to use data to solve their biggest go-to-market (GTM) challenges. Whether it’s uncovering the root cause of stagnant pipelines, improving lead conversion, or retaining high-value customers, data is the common denominator.
On the flip side, I’ve also seen businesses struggle - not for lack of talent or effort - but because they rely on intuition instead of actionable insights.
In this article, I’ll share lessons from my experience in helping businesses embrace data-driven decision-making to overcome their GTM challenges. From building dashboards to fostering a culture of continuous improvement, these strategies aren’t just theoretical—they’ve been tested in real-world scenarios.
What I've seen: GTM challenges and data’s role in solving them
Across the businesses I’ve worked with, a few GTM pain points come up time and again. Here’s how data can turn these problems into opportunities:
Stagnant pipelines
The challenge: Deals seem to stall indefinitely, and it’s hard to pinpoint why.
The data solution: By tracking pipeline velocity and identifying where deals get stuck, teams can take targeted actions to re-engage prospects or reprioritise efforts. In one project, a simple "stalled deal" tracker helped increase pipeline movement by over 30% in just two quarters.
Low conversion rates
The challenge: plenty of leads, but they don’t convert to revenue.
The data solution: Segmenting the target markets and implementing a lead scoring system helped one sales team focus on high-quality prospects, doubling their lead win rate. By pairing this with analytics on lead sources and sales touchpoints, they also refined their outreach strategy for greater impact.
Customer retention issues
The challenge: Losing customers and struggling to understand why.
The data solution: For one SaaS company, tracking Net Promoter Score (NPS) and customer engagement metrics revealed dissatisfaction with a specific feature. Addressing this proactively not only improved satisfaction but also reduced churn by 10% within a year.
Dashboards: The foundation for actionable insights
The most successful businesses I’ve worked with use dashboards to simplify complex data into clear, actionable insights. These dashboards often include:
Pipeline velocity: Tracks how long deals take to progress through each stage.
Lead conversion rates: Identifies drop-off points in the funnel to focus improvement efforts.
Customer health scores: Combines usage data, survey feedback, and renewal likelihood into one view.
Revenue trends: Breaks down growth by segment, geography, or product line to highlight areas of opportunity.
When I helped an events business refine their sales pipeline dashboard, the clarity it provided led to a 20% increase in sales team productivity within three months.
Building a data-driven culture
Data isn’t just about dashboards—it’s about mindset. A culture where decisions are guided by data doesn’t happen by accident; it takes intentional effort. Here are three steps that have worked across my projects:
Integrate data into meetings: Use data as the starting point for pipeline reviews, strategy sessions, and client discussions. One client improved their deal closure rate simply by using a pipeline health dashboard as the centrepiece of every sales meeting.
Align incentives: Tie bonuses and KPIs to CRM usage, ensuring data is consistently updated and reliable.
Encourage curiosity: Equip teams with tools and training to explore data themselves. I’ve seen this approach uncover opportunities that were previously not considered.
From data to action: Lessons learned
If there’s one thing I’ve learned, it’s that data alone isn’t enough. It’s what you do with the data that matters. The businesses that succeed don’t just collect metrics—they act on them. Whether it’s improving sales efficiency, targeting at-risk customers, or identifying new revenue opportunities, data is their competitive advantage.
So, my advice to leaders tackling GTM challenges is simple: make data the heart of your strategy. Build the dashboards, train your teams, and embed data into your decision-making process.
The businesses I’ve worked with that embrace this approach aren’t just solving today’s problems—they’re building resilience and scalability for the future.
This article was written by Revn’s founder, Darren London. Darren is a results-driven Revenue Operations Consultant with extensive experience helping businesses optimise their GTM strategies, streamline operations, and drive measurable growth. From SaaS start-ups to global enterprises, Darren has partnered with organisations across sectors to implement data-driven processes, align teams, and improve revenue retention. Connect with him: https://www.linkedin.com/in/darren-london-b53a6b5/