Quarterly GTM review
Connect market evidence, funnel performance, customer outcomes, and next-quarter choices.
Use at quarter close to decide what the GTM system should keep, change, or stop next quarter.
Before the working session
- Publish the last quarter’s commitments, definitions, and data sources before the meeting.
- Gather acquisition, conversion, implementation, adoption, retention, win-loss, and customer feedback in a common segment view.
Run the process
Reconcile commitments
For each priority, show target, actual, confidence in the data, and whether the outcome happened. Keep activity and outcome metrics separate.
Explain variance with evidence
List observed facts, plausible causes, conflicting signals, and unknowns. Compare by segment or channel when totals hide different motions.
Find the binding constraint
Ask whether the main limit is market reach, qualified conversion, proof, implementation capacity, or customer value. Trace one or two journeys end to end.
Make a small portfolio of choices
Choose at most three priorities with owner, expected customer or business result, leading signal, budget or capacity, and stop condition. Explicitly remove work to create room.
Fictional example: Lead volume rose, qualified conversion held steady, but activation fell in a newly targeted segment. The next quarter prioritizes fixing onboarding for that segment and pauses a broader acquisition push until time to first value improves.
Failure checks
- A dashboard tour is not a strategy review.
- Company-wide averages can hide one failing segment.
- Three new priorities without stopped work are usually more than three priorities.
Working worksheet
QUARTERLY GTM DECISION LOG Quarter / decision owner / participants: Prior commitment | target | actual | data confidence | conclusion: Segment or channel differences: Observed facts / competing explanations / missing evidence: Binding constraint and evidence: Priority 1–3 | outcome | leading signal | owner | capacity | dependency | stop rule: Work stopped or deferred and resource released: Next review date / decision to revisit: