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Tracking the right metrics after launching a Go-to-Market (GTM) strategy can make or break your success in the financial B2B space. Here’s a quick breakdown of the most important metrics and why they matter:
Why These Metrics Matter:
These metrics help you identify areas to improve efficiency, reduce costs, and maximize revenue. By tracking and analyzing them, financial B2B companies can refine their GTM strategies for long-term growth.
Keep reading for actionable tips and examples to optimize each metric and drive success.
Customer Acquisition Cost (CAC) is a key metric to evaluate how efficiently your post-launch go-to-market (GTM) strategy attracts new customers in the financial B2B space. It calculates the total cost of acquiring a single customer, covering all marketing and sales-related expenses.
For financial B2B companies, CAC includes both direct and indirect costs such as:
CAC can vary widely depending on the industry. For instance, B2B SaaS companies average $660 per customer, while industries like aerospace often exceed $2,000. These benchmarks can help financial B2B firms gauge their own efficiency [3].
To ensure sustainable growth, CAC should ideally align with a 3:1 ratio when compared to Customer Lifetime Value (CLV) [1]. Monitoring this metric enables companies to allocate resources wisely and fine-tune their GTM strategies.
To reduce CAC, focus on tracking trends, evaluating which channels perform best, and improving the efficiency of your sales and marketing efforts. Lowering CAC is a clear indicator of a more streamlined and effective strategy.
While CAC focuses on acquisition costs, pairing it with CLV provides a clearer picture of long-term profitability and business health.
Customer Lifetime Value (CLV) measures the total revenue a financial B2B company can expect from a single customer over the course of their relationship. It’s a key metric for understanding long-term profitability and shaping strategies for customer engagement and retention.
Here’s the basic formula to calculate CLV:
CLV = (Average Purchase Value × Average Purchase Frequency Rate) × Average Customer Lifespan
For financial B2B companies, focusing on CLV is especially important. Research shows that existing customers spend 67% more than new ones, making retention far more cost-effective than acquisition [4].
The main components of CLV - average purchase value, purchase frequency, and customer lifespan - are crucial for setting pricing strategies, identifying upsell opportunities, and improving retention efforts. For example, DXC Technology boosted its CLV by 25% in just one year by using an integrated CRM system [3].
To improve CLV after launch, financial B2B companies can take the following steps:
Additionally, McKinsey reports that cross-selling can increase sales by 20% and profits by 30%, while upselling is 20 times more effective [4]. Companies like Visora help financial B2B firms enhance CLV through customized sales funnels and data-driven strategies.
CLV becomes even more powerful when combined with Customer Acquisition Cost (CAC) to evaluate long-term profitability. By increasing CLV, financial B2B companies not only boost profits but also improve customer retention, which plays a major role in driving Net Revenue Retention.
Net Revenue Retention (NRR) is a critical metric for tracking financial growth in B2B companies after launching a go-to-market strategy. It measures the percentage of recurring revenue kept from existing customers, accounting for expansions, downgrades, and churn over a specific period.
The formula for NRR is:
NRR = [(Beginning Revenue + Upsells - Downgrades - Churn) / Beginning Revenue] × 100
Top-performing B2B SaaS companies often achieve NRR rates above 120%, with the median sitting at 104%. Companies with high average contract values (over $250,000) typically average around 110%. NRR underscores the importance of retaining and growing relationships with existing customers, which is essential for long-term financial success.
Some standout examples of NRR performance include Snowflake (169%), known for its scalability; Twilio (155%), excelling in upselling; and Datadog (146%), which focuses on customer engagement.
To boost NRR after launch, financial B2B companies should prioritize the following:
"Net revenue retention is the most important metric for any SaaS business" [3]
For companies needing specialized support, firms like Visora provide consulting services to help financial B2B businesses refine their customer retention strategies. They also assist in setting up advanced CRM systems to better monitor and analyze customer behavior.
NRR works alongside other metrics like Monthly Recurring Revenue (MRR) and conversion rates to give a more comprehensive view of post-launch performance.
Sales cycle length isn't just about how quickly deals close - it's a major factor in predicting revenue and managing resources. This metric tracks the time from the first contact with a lead to sealing the deal. For financial B2B businesses, the average sales cycle is 98 days, covering stages like initial outreach, proposal creation, negotiation, and finalizing the agreement.
The length of a sales cycle can differ significantly based on company size and industry. For instance, businesses with 501-1,000 employees typically have cycles lasting 115 days, while larger enterprises with over 10,000 employees might see cycles stretch to 185 days.
Notably, B2B sales cycles have grown by 32% over the past year. Why? Factors like more complex decision-making groups, tighter budgets, thorough due diligence, and intricate products are driving this trend.
Want to shorten your sales cycle? Start by refining lead qualification. Use scoring systems to rank prospects and ensure you're connecting with decision-makers early. Research shows that responding to leads within five minutes can make them 21 times more likely to qualify, and involving all key stakeholders early can result in 74.6% of deals closing within four months.
Services like Visora's GTM consulting specialize in crafting tailored sales funnels and implementing advanced CRM tools. These solutions can help monitor and streamline your sales process, cutting down on delays.
Trimming your sales cycle isn't just about saving time - it can also elevate your conversion rates, a metric we'll explore next.
Monitoring conversion rates after your launch is crucial for spotting what’s working and what needs improvement in your go-to-market (GTM) strategy. For financial B2B companies, this metric highlights how well prospects move through your sales funnel - from first contact to closing a deal.
In financial B2B, a 2-5% conversion rate from lead to customer is generally seen as solid. Here's a breakdown of average rates across key funnel stages:
| Funnel Stage | Average Conversion Rate | Key Indicators |
|---|---|---|
| Lead to MQL | 12-15% | Email clicks, content downloads |
| MQL to SQL | 15-20% | Demo requests, initial sales calls |
| SQL to Opportunity | 20-25% | Proposal discussions, negotiations |
| Opportunity to Customer | 25-30% | Signed contracts, onboarding |
Want to improve your conversion rates? Focus on these areas:
Modern tools now allow you to track multiple conversion points, giving you a clearer picture of your GTM strategy’s effectiveness. For financial B2B companies aiming to boost conversions, services like Visora's GTM consulting can help create tailored sales funnels and set up advanced tracking systems.
Improving conversion rates doesn’t just lead to better sales now - it also helps drive recurring revenue, which we’ll dive into next.
MRR tracks the steady, predictable income a business earns monthly from active customers. For financial B2B companies, this often comes from sources like subscription fees, consulting retainers, or platform access charges. It's a key indicator of how well your go-to-market (GTM) strategy is working.
MRR typically grows through a mix of core services (50-60%), upsells (20-30%), cross-sells (15-20%), and expansions (5-10%). Aiming for 10-20% monthly growth is a common benchmark to measure your strategy's success against industry standards.
Here are some practical steps to improve MRR:
Using CRM tools can simplify MRR tracking by providing real-time updates and actionable insights. Companies like Visora specialize in helping financial B2B businesses improve MRR by enhancing customer retention and streamlining sales funnels.
MRR trends go beyond just showing revenue health - they also point to areas where you can tweak targeting, pricing, or retention strategies. While MRR is a solid measure of financial stability, pairing it with metrics like Net Promoter Score (NPS) can give you a fuller picture of customer satisfaction and long-term growth potential.
Net Promoter Score (NPS) is a key metric for understanding customer satisfaction and loyalty, making it a valuable tool for shaping financial B2B go-to-market (GTM) strategies. It works by asking customers to rate how likely they are to recommend the company on a scale of 0-10. Based on their responses, customers are grouped into three categories: Promoters, Passives, and Detractors.
Here’s why NPS matters: Companies with scores above 50 see revenue growth 2.5 times faster than those with lower scores [1]. According to Forrester, even a 10-point increase in NPS can result in a 6-7% revenue increase. A high NPS not only boosts retention and advocacy but also provides feedback that can lead to better products - making it a direct driver of revenue.
To get the most out of NPS, keep surveys short and follow up quickly with detractors to address their concerns. For financial B2B companies aiming to improve their NPS approach, firms like Visora specialize in integrating NPS into broader GTM strategies. They help turn survey results into concrete actions that drive growth and customer satisfaction.
Financial B2B companies are moving away from spreadsheets, opting for advanced software to gain real-time insights and automate reporting.
| Tool Category | Purpose & Key Features |
|---|---|
| CRM Systems | Manage customer relationships, track leads, analyze pipelines, and log interactions. |
| Analytics Platforms | Monitor user behavior, conversions, and map customer journeys. |
| Marketing Automation | Evaluate campaign performance, engagement, and attribution. |
| Financial Software | Keep tabs on revenue, expenses, and profitability metrics. |
Successful financial B2B companies rely on integrated data analysis. For example, Dropbox combined daily active user tracking with customer feedback, skyrocketing its user base from 100,000 to 4 million in just 10 months [2].
Automate Data Collection: Save time and reduce errors by automating how you collect data. Tools like Visora's CRM systems help financial advisors gather client data efficiently while staying compliant.
Set Review Cycles: Regular reviews keep you on track. Here's a simple schedule:
Visualize Your Data: Use dynamic dashboards to present real-time metrics like MRR (Monthly Recurring Revenue) and conversion rates.
"There's very little you can measure for your GTM goals if you don't use anything more than Google Analytics" [3].
Tracking too many metrics can dilute your focus. Prioritize key indicators based on your company's stage. Early-stage businesses should focus on acquisition metrics, while mature firms should emphasize retention and growth.
Take your analysis further with predictive tools and AI to:
Tracking metrics is just the starting point. The real game-changer is using these insights to sharpen your GTM strategy.
Building on tracking and analysis insights, let's look at how financial B2B companies can use metrics to refine their go-to-market (GTM) strategy. A practical framework to consider is "Win, Keep, Grow, Steal." Here's how it breaks down:
| Business Goal | Key Metrics | Strategic Actions |
|---|---|---|
| Customer Acquisition | CAC ($702 avg) | Focus on high-performing channels and refine targeting |
| Revenue Growth | MRR + NRR | Adjust pricing strategies and prioritize upselling |
| Customer Success | NPS + CLV | Strengthen onboarding and retention initiatives |
| Market Position | Win Rate + Pipeline Coverage | Differentiate from competitors effectively |
For startups and early-stage businesses, metrics like CAC and conversion rates are crucial to optimizing customer acquisition. On the other hand, more established companies should focus on MRR and NRR to ensure long-term growth.
"Every launch should have one 'north-star' goal and related performance indicators." - Product Marketing Expert [4]
Lower Acquisition Costs:
Increase Customer Value:
Using predictive analytics with integrated CRM systems, companies can better anticipate customer needs and prevent churn. For example, Visora's marketing campaigns help financial advisors detect early signs of disengagement and take action.
Key Areas to Focus On:
Post-launch GTM metrics are crucial for driving growth in the financial B2B sector. As Scott Brinker puts it:
"Data-driven marketing is no longer a nicety, it's a necessity. Companies that fail to leverage data analytics will fall behind their competitors."
This idea is backed by Gartner's report showing that 70% of companies using data analytics see improved ROI [1].
Success in this space relies on three key elements: ongoing monitoring, collaboration across teams, and smart adjustments. When sales, marketing, and customer success teams work together, metrics can guide decisions effectively. For financial B2B companies looking to refine their approach, tapping into specialized expertise can help craft better GTM strategies.
As discussed, achieving GTM success involves refining your approach over time using metrics like CAC, CLV, and NRR. By putting these metrics to work, financial B2B companies can turn data into actionable plans that fuel long-term growth. As markets shift and customer needs evolve, your metrics framework should evolve alongside them to stay effective and relevant.
Financial departments use KPIs to track performance and inform decisions. According to a 2022 KPMG study, 71% of companies actively measure financial performance with KPIs [1].
| KPI Category | Key Metrics | Purpose |
|---|---|---|
| Profitability | Gross Profit, Net Profit | Gauge overall financial health and earnings |
| Liquidity | Current Ratio, Quick Ratio | Evaluate ability to meet short-term obligations |
| Operational | Working Capital, Cash Flow | Monitor day-to-day financial efficiency |
| Performance | ROI, EBITDA | Assess investment and operational success |
EY highlights that 62% of CFOs focus on KPIs when making strategic decisions [2]. For financial B2B companies, choosing the right KPIs involves selecting metrics that:
Profitability and liquidity KPIs are especially critical. They ensure that go-to-market (GTM) strategies not only attract customers but also remain financially sustainable. To stay relevant, KPIs should evolve alongside business goals and market changes.
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