GTM Metrics You Should Track — But Probably Aren’t
Everyone tracks sales.
But what if I told you, your product is not underperforming—your metrics are?
Most Go-To-Market (GTM) failures aren’t due to bad products.
They’re because leadership is flying blind with the wrong dashboards.
Here are 7 underused but powerful GTM metrics no one talks about (but we always track in the field):
1. OCF (Outlet Conversion Factor) = Productive Calls ÷ Total Calls – Measures call efficiency and rep effectiveness.
2. Weighted Distribution – Reflects reach in high-potential outlets (not just quantity but quality of reach).
3. SKU Level Repeat Rate – Tracks how often an SKU is being reordered — shows stickiness.
4. New Outlet Activation % – Tracks success in expanding distribution footprint.
5. Drop Size / AOV per Call – Evaluates call value to improve focus on order value and profitability.
6. Outlet Coverage Efficacy – Measures frequency vs. requirement: are the right outlets being covered with the right frequency?
7. Beat Hygiene Score – % of outlets covered as per beat plan, without misses or redundancies.
4. New Outlet Activation % – Tracks success in expanding distribution footprint.
5. Drop Size / AOV per Call – Evaluates call value to improve focus on order value and profitability.
6. Outlet Coverage Efficacy – Measures frequency vs. requirement: are the right outlets being covered with the right frequency?
7. Beat Hygiene Score – % of outlets covered as per beat plan, without misses or redundancies.
These are the numbers that actually drive course correction, especially in the critical first 90 days.
Here is the complete list of 12 metrics and a simplified review matrix for your GTM including who should review and how to measure:
12 GTM Metrics You Should Track But Probably Are Not and a Simplified Review Matrix
1. PC (Productive Outlets)
- What: % of active outlets stocking SKUs.
- Why: Distinguishes visits vs availability.
- How: Use DSR reports or SFA app data.
2. LPPC (Lines per productive call)
- What: Number of SKU(lines) sold per outlet.
- Why: Reveals range selling, not just effort.
- How: Use DSR reports or SFA app data.
3. New Outlet Additions/Productive new outlets
- What: New outlets visited % of new outlet visits that convert to orders.
- Why: Tracks sales conversion, not just coverage.
- How: Map daily visits vs. new order bookings.
4. SKU Repeat Rate
- What: Days between first invoice and first repeat order.
- Why: Indicates product-market fit at the point of sale.
- How: Track order frequency in retailer-level data.
3. New Outlet Additions/Productive new outlets
- What: New outlets visited % of new outlet visits that convert to orders.
- Why: Tracks sales conversion, not just coverage.
- How: Map daily visits vs. new order bookings.
4. SKU Repeat Rate
- What: Days between first invoice and first repeat order.
- Why: Indicates product-market fit at the point of sale.
- How: Track order frequency in retailer-level data.
5. Drop Size / AOV per Call
- What: Evaluates call value to improve focus on order value
and throughput. - Why: Tracks leakage in the sales funnel.
- How: Set rules in your billing or CRM system to flag drop-offs.
6. Average Order Value (AOV) by Outlet Type
- What: Value per bill across Kirana, General, Chemists, SAMT, MT and rural outlets.
- Why: Helps customize pitch and pack mix per channel.
- How: Break down by outlet class/category.
7. Outlet Conversion Factor
- What: Measures call efficiency and rep effectiveness.
- Why: Gaps can derail perfect GTM plans.
- How: Use GPS-enabled apps or sample beat audits.
8. Sales Team Learning Index
- What: % of field force applying new process or tool usage.
- Why: Measures training effectiveness.
- How: Use sales simulation tools or mystery shopping.
7. Outlet Conversion Factor
- What: Measures call efficiency and rep effectiveness.
- Why: Gaps can derail perfect GTM plans.
- How: Use GPS-enabled apps or sample beat audits.
8. Sales Team Learning Index
- What: % of field force applying new process or tool usage.
- Why: Measures training effectiveness.
- How: Use sales simulation tools or mystery shopping.
9. Outlet coverage Efficacy
- What: Evaluates call value to improve focus on order value and throughput.
- Why: Tracks leakage in the sales funnel.
- How: Set rules in your billing or CRM system to flag drop-offs.
10. Invoicing-to-Visibility Gap
- What: Days between Orders/Invoice and Delivery.
- Why: Helps reduce pipeline delays and stock outs.
- How: Audit at retail level or via distributor feedback(DMS if available).
11. RTM Flexibility Score
- What: Ability to switch between GT, MT, and D2C as per market needs.
- Why: Critical in volatile markets or launches, ensure healthy channel manoeuvrability.
- How: Track alternate channel performance %.
12. Dispute Resolution Lag
- What: Avg. time to resolve distributor/retailer issues.
- Why: Faster response = stronger channel trust.
- How: Use CRM case closure logs or sales manager logs.
11. RTM Flexibility Score
- What: Ability to switch between GT, MT, and D2C as per market needs.
- Why: Critical in volatile markets or launches, ensure healthy channel manoeuvrability.
- How: Track alternate channel performance %.
12. Dispute Resolution Lag
- What: Avg. time to resolve distributor/retailer issues.
- Why: Faster response = stronger channel trust.
- How: Use CRM case closure logs or sales manager logs.
Simplified Review Matrix
| KPI | Frequency | Reviewed By | Measured For |
|---|---|---|---|
| TC / Productive Outlets | Daily | Area Sales Manager (ASM) | Field Reps |
| LPPC | Daily | ASM / RSM | Individual Beats |
| UPC for Priority SKUs | Weekly | Category Manager / Trade Marketing | Priority SKUs |
| Outlet Conversion Factor | Weekly | ASM | Field Reps |
| Outlet Coverage Efficacy | Monthly | RSM / ASM | Beat - Level |
| New Outlet Additions | Monthly | RSM | Territory |
| SKU Repeat Rate | Monthly | Trade Marketing | All SKUs |
| Weighted Distribution | Monthly | Sales Analyst | Key SKUs / Outlets |
| Beat Hygiene Score | Monthly | ASM | Field Reps |
| AOV per Call | Weekly | ASM | Outlet Level / Beat - Level |
Glossary - Key FMCG Sales Metrics Explained
| Metric | Explanation |
|---|---|
| TC (Total Calls) | Total Outlets visited over a period (Day/week/month). |
| PC (Productive Calls) | Measures order taken per outlet visited. Indicates the efficacy of coverage. |
| LPPC (Lines per Productive Call) | Average number of line items (distinct SKUs) billed per productive
outlet. Gauges SKU penetration depth. |
| ECO (Effective Coverage) | Total unique outlets billed in a given period. Reflects reach and distribution spread. |
| UPC (Unique Productive Calls / Outlets for SKU0) | Number of unique outlets where a specific SKU (e.g., SKU0) has been billed. Critical for tracking the reach of priority SKUs. |