B2B SaaS Startup Executive GTM Conversion Tracking Spreadsheet Template

Just pop in your numbers and let the spreadsheet take care of the formulas to track your GTM metrics.

Drawing from 10 years of working on a variety of startups, there’s a simple spreadsheet that is effective for gaining clarity on the B2B (and B2C) SaaS go-to-market motion. I’ve found that most early-stage CEOs (even some series A companies) are missing any version of this seemingly basic tracking method.

A clear understanding of the go-to-market motion is crucial to successfully navigating the complexities of building a successful B2B SaaS. 

See what tracking the following conversion rates metrics does for your GTM pipeline:

✅ Visitors to Contacts CR%

✅ Visitor to MQL CR%

✅ Contact to MQL (marketing qualified leads) CR%

✅ MQL to PQL (product qualified leads) CR%

✅ PQL to SQL (sales qualified leads) CR%

✅ SQL to Opportunity CR%

✅ Opportunity to Customer CR%

✅ Additional High-Level Metrics to Monitor like CAC, Average MRR etc.