Free GTM Skills / Operate / Playbook 15
Measurement and reporting
Three 90-day objectives with measurable key results, a weekly scorecard where every number has a source and an owner, a 30-minute weekly go‑to‑market meeting that reads it, a monthly review and report, and a 90-day reset.
Why it matters
Revenue is the result of what was done 60 days ago. Leading indicators (leads by source, follow-up speed, meetings, pipeline created) tell the team whether the plan is working early enough to change it. One scorecard for sales and marketing together ends the argument about whose numbers are right.
Order of operations
- Do the goal math backwards from the revenue goal to weekly leads; mark assumed rates.
- Write three objectives for the quarter and two or three key results each, every one measurable from a named source.
- List the initiatives under each key result with owners and dates.
- Build the scorecard: ten to fifteen rows, leading indicators at the top, a source and owner per row.
- Run the weekly meeting on the scorecard; decisions written down.
- Monthly review and report. 90-day review: score, learn, replace assumptions, reset the objectives.
Skills in this playbook
- Playbook1
- Play5
- Loop2
- Playbook
Reporting and experiments (playbook)
Routes the weekly update, experiment briefs and readouts, and the quarterly plan, all on the shared funnel definitions.
reporting-experiments - Play
Scorecard and OKRs
Turn a founder's revenue goal into three 90-day objectives with measurable key results, a weekly scorecard where every number has a source, a 30-minute weekly go‑to‑market meeting that reads it, and a 90-day review that resets the plan.
scorecard-and-okrs - Play
Weekly marketing update
Produces one page: the funnel counts by source against last week and the quarter's pace, spend by channel, the three things that happened, the three things next week, and the open decisions.
weekly-marketing-update - Play
Quarterly GTM plan
Produces the quarter's plan: the number by stage and by source, the budget by channel with cut, scale, build and test labels, the calendar of launches and events, the experiments, the owners, and the weekly pace the update will track against.
quarterly-gtm-plan - Play
Experiment brief
Produces the brief: the hypothesis, the one metric and its threshold, the budget and time box, the kill criteria, the owner, the readout date, and the decision it informs, logged before the first dollar.
experiment-brief - Play
Experiment readout
Produces the verdict against the brief's threshold (scale, kill, extend once), what was learned, the next brief if any, and the decision-log entry.
experiment-readout - LoopRuns weekly
Weekly channel update
Chains paid-weekly-report, the funnel pull on the stage definitions, the experiment readouts due this week, and weekly-marketing-update into the one page leadership reads, then files the week's numbers so the month and the quarter are built from the same history.
weekly-channel-update - LoopRuns monthly
Monthly experiment readout
Produces the one page of verdicts, lessons and the budget moves they imply.
monthly-experiment-readout