Building a go-to-market (GTM) motion is tough enough. Tracking if it’s actually working? That’s a whole other headache—especially if your reporting is all over the place. This guide is for marketers, sales leaders, or anyone tired of spreadsheet gymnastics and ready to get real visibility into GTM performance using Ortto.
If you want dashboards and reports that tell you what’s working (and what’s not), without a bunch of vanity metrics or confusing charts, you’re in the right spot. Let’s get to the stuff that actually helps you make decisions.
1. Get Clear on What Matters (Before You Touch Ortto)
Before you start dragging widgets around in Ortto, stop and think: What do you actually need to know to measure GTM success? Don’t skip this. It’s the difference between a dashboard that helps and one that collects dust.
Ask yourself: - What are our top 3-5 most important GTM goals? (e.g., pipeline created, deals won, MQL to SQL conversion rate) - Who will use this dashboard/report, and what do they care about? - What’s “success” for us? (Not what some blog says—what actually moves the needle for your team?)
Pro tip: Ignore vanity stats (like “total email opens” or “number of page views”) unless they directly tie to revenue or pipeline. Focus on metrics that answer “Are we getting customers?” and “How are they moving through our funnel?”
2. Make Sure Your Data Sources Are Connected
Ortto is only as good as the data you feed it. If your CRM, marketing tools, or product analytics aren’t hooked up, your dashboards will be, well, useless.
To get set up: - Connect your CRM (like Salesforce, HubSpot, or Pipedrive) to Ortto. - Pull in marketing data (emails, ads, website activity). - Integrate your product or app if you want product usage or activation metrics.
Watch out for: - Duplicate records or inconsistent data (e.g., contacts with missing emails). - Data silos—if something’s not connected, you’ll miss the big picture.
Honest take: If your integrations are half-baked or constantly breaking, fix that first. Building dashboards on bad data is a waste of time.
3. Build Your First Custom Dashboard
Now the fun part—making a dashboard you’ll actually use. Ortto has a drag-and-drop dashboard builder, but don’t get carried away adding every chart under the sun.
Step-by-step:
- Go to Dashboards in Ortto and hit “Create Dashboard.”
- Name it clearly—think “GTM Revenue Dashboard Q3” or “Weekly Pipeline Health.” Avoid vague names like “Marketing Overview.”
- Add only the widgets you truly need. For GTM, usually:
- Pipeline Created (value and count)
- Deals Won (total, by source, and by rep)
- Funnel Conversion Rates (lead > MQL > SQL > Opp > Won)
- Campaign Performance (by channel, if you’re running ads or emails)
- Revenue by Source (see which channels actually drive sales)
- Set filters for date ranges, teams, or segments you care about. Don’t try to make one dashboard for everyone—make a few targeted ones instead.
What to skip:
- Gauges and donut charts nobody understands.
- “All-time” stats—focus on this quarter or this month.
- Anything just because it “looks cool.” If you don’t know how you’d act on it, leave it out.
Pro tip: Start simple. You can always add more later if you find yourself wishing you had something.
4. Configure Reports for Deeper Dives
Dashboards are for quick checks; reports are for digging in. Ortto lets you build custom reports that slice and dice the data however you want.
Best use cases: - Cohort analysis: Are leads from last month converting better than before? - Attribution: Which channels are actually closing deals, not just generating leads? - Sales cycle analysis: How long does it really take to close a customer?
How to build a report: 1. Go to “Reports” and hit “Create Report.” 2. Pick your data source (e.g., Deals, Contacts, Campaigns). 3. Choose your dimensions (e.g., source, owner, stage, date) and metrics (e.g., count, revenue, conversion rate). 4. Apply filters—date range, segment, deal size, etc. 5. Visualize with a chart or table (don’t overcomplicate; tables are underrated).
Pro tip: If you find yourself exporting to Excel every week, that’s a sign your report needs tweaking. Get it working in Ortto so you can stop copy-pasting.
5. Set Up Alerts and Automated Updates
You don’t have time to check dashboards all day. Ortto can send alerts or scheduled reports so you and your team stay in the loop without babysitting the tool.
Useful automations: - Weekly snapshot emails: Send the key dashboard metrics to your team every Monday. - Threshold alerts: Trigger an alert if pipeline drops below a certain amount, or if a KPI spikes (good or bad). - Slack notifications: Pipe important updates straight into your team’s Slack channel.
What to skip:
- Daily emails with a wall of numbers—nobody reads them.
- “Everything is fine” alerts. Only set up notifications for stuff you’d actually act on.
6. Share and Iterate
Dashboards and reports are only useful if the right people see them. Ortto lets you share dashboards via links, embed them, or invite teammates.
Quick tips: - Share dashboards with clear context—don’t just drop a link, explain what to look at. - Get feedback. If people aren’t using your dashboard, ask why. Maybe it’s too complex, or missing the one metric they care about. - Review quarterly. Metrics and GTM strategies change; your dashboards should too.
Honest take: You’re not going to get it “perfect” the first time. The best dashboards evolve as your team learns what matters.
What Works, What Doesn’t, and What to Ignore
Works well: - Simple, focused dashboards that highlight real business outcomes. - Automated alerts for important shifts in metrics. - Segmenting by meaningful fields (like region, product line, or rep).
Doesn’t work: - Overloading dashboards with every possible widget. - Tracking metrics just because you can (e.g., “number of contacts created” with no context). - Ignoring data quality—garbage in, garbage out.
Ignore: - Fluffy “engagement” stats that don’t tie to pipeline or revenue. - Overly complex reports that require a PhD to interpret. - The urge to please everyone—build for the people who make decisions.
Keep It Simple. Tweak As You Go.
Don’t get overwhelmed by Ortto’s features or try to build a “master dashboard” right out of the gate. Start with the metrics that drive your GTM motion, get them in front of the right people, and improve over time.
It’s better to have one dashboard you actually use than five you never open. Focus on clarity, actionability, and real results—and if something isn’t helping, cut it. That’s how you actually track go-to-market success.