A category and a motion are only as strong as the scoreboard that guides them. We moved the org to a single, shared scorecard that connects To → Through → In (Demand → Content/Digital Experience/Lifecycle → Sales/Proof) and ties every program to efficiency (payback, GSE). This page explains the operating logic, the metrics that matter, and how we use them to decide what to start, stop, or scale.
Why one scorecard
End debate on definitions; align Marketing, Sales, CS, Product on the same truth.
Make trade‑offs obvious (focus on the constraint in the system).
Tie program outcomes to pipeline, revenue, and efficiency, not vanity metrics.
The model (To / Through / In → Efficiency)
To (Demand): sessions, qualified demo requests, meetings, cost/meeting.
Through (Content, DX & Lifecycle): content‑assisted meetings, site CTR & demo‑rate, demo quality, nurture influence.
In (Sales & Proof): meeting→SQL, proof → demo conversion (macro), demo→pilot/proof (in‑cycle), win rate, cycle days, forecast accuracy.
Efficiency: CAC payback (months), GSE (Core/Lagged/Magic), ACV mix, NRR/GRR.
Cadence & decision rights
Weekly Business Review: scorecard review; pick the single bottleneck currently limiting ARR (coverage, demo path, proof capacity, stage hygiene, or paper process); commit a 1–2 week fix with an owner and metric.
Monthly: experiment read‑outs; budget reallocation; re‑tier ABM lists; stage hygiene audit.
Quarterly: OKR close & commit; pricing/offer updates; resourcing shifts.
DRIs: named per metric (owner, source, refresh day, acceptance criteria).
Metric dictionary (owners)
Demand — Content / DX / ABM / SDR
Through — Content / DX / Lifecycle / AE
In — Sales Mgr / AE / CSM / RevOps
Efficiency — Finance / RevOps
Outcomes
Coverage: 3-4× pipeline coverage; Tier‑1 coverage 80%.
Conversion: meeting→SQL 65%; proof→demo 60%; opp→win 80% (+30 pp).
Velocity: cycle days ↓ 25 days; time‑to‑first‑meeting 30 days.
Efficiency (mirrored): CAC payback ~2.5 months; GSE ~1.9×.
Momentum: Event spine and proof‑led motion delivered $12M net‑new ARR in 120 days post‑PDAC; largest first‑month sales increase in company history (July, Q3 M1).