Monthly GTM Review Scorecard

Scorecard Dimensions

Evaluate your GTM performance across four categories each month. Score each metric green (on track), yellow (needs attention), or red (off track).

Pipeline Health

Metric	Target	Green	Yellow	Red
New pipeline created	Varies by team	100%+ of target	80-99% of target	Below 80%
Pipeline coverage ratio	3x quota	3x or higher	2-3x	Below 2x
Average deal size	Based on historical	Within 10% of average	10-20% below average	20%+ below average
Pipeline velocity (days)	Based on historical	Faster than average	Within 10% of average	10%+ slower than average
Win rate	Based on historical	At or above average	5-10% below average	10%+ below average

Revenue Performance

Metric	Target	Green	Yellow	Red
Closed-won revenue	Monthly quota	100%+ of quota	85-99% of quota	Below 85%
New logo acquisition	Monthly target	100%+ of target	80-99% of target	Below 80%
Expansion revenue	Monthly target	100%+ of target	80-99% of target	Below 80%
Churn rate	Below 2% monthly	Below 1.5%	1.5-2.5%	Above 2.5%
Net revenue retention	110%+	115%+	100-114%	Below 100%

Marketing Performance

Metric	Target	Green	Yellow	Red
MQLs generated	Monthly target	100%+ of target	80-99% of target	Below 80%
MQL-to-SQL conversion	25%+	30%+	20-29%	Below 20%
Cost per MQL	Based on budget	Below target	Within 15% of target	15%+ above target
Website traffic	Month-over-month growth	5%+ growth	Flat (0-5%)	Declining
Content engagement	Based on benchmarks	Above benchmark	At benchmark	Below benchmark

Operational Health

Metric	Target	Green	Yellow	Red
CRM data quality score	90%+	92%+	85-91%	Below 85%
Lead response time	Under 5 minutes	Under 5 min	5-15 min	Over 15 min
Forecast accuracy	Within 10%	Within 5%	5-15% variance	15%+ variance
SDR activity attainment	100% of targets	100%+	80-99%	Below 80%
Tech stack utilization	80%+ adoption	85%+	70-84%	Below 70%

Monthly Review Process

1. Collect data from CRM, marketing automation, and analytics platforms by the 3rd business day of the month.
2. Score each metric using the green/yellow/red criteria above.
3. Identify the top 3 areas needing immediate attention (any red metrics).
4. Prepare a one-page summary with scores, trends (improving, stable, declining), and recommended actions.
5. Present in the monthly GTM leadership meeting.
6. Assign owners for each action item with deadlines.
7. Archive the scorecard for quarter-over-quarter comparison.