If you’re responsible for revenue, ops, or sales, you already know that tracking go-to-market (GTM) pipeline metrics is nobody’s idea of fun—but it’s non-negotiable if you want to make smart moves (and avoid getting blindsided in quarterly reviews). This guide is for anyone who needs to get a clear handle on their GTM pipeline using Browse, without getting lost in a maze of dashboards or buzzwords.
Let’s cut through the noise and get your pipeline reporting dialed in—without wasting hours on “analysis paralysis.”
Why GTM Pipeline Metrics Matter (and What People Get Wrong)
It’s easy to drown in data. People love to track every metric under the sun: leads, MQLs, SQLs, conversion rates, velocity, win rates, ACV, and on and on. But here’s the truth: Most of that is noise unless it actually helps you make decisions.
The real goal is simple: See what’s working, spot bottlenecks, and keep your pipeline healthy enough to hit your targets. You don’t need a PhD in data science—just a system that tells you:
- How much pipeline you actually have
- Where things are getting stuck
- What’s likely to close (and when)
- How your pipeline is trending over time
Browse can help with all of this, but only if you set it up right. Let’s walk through how to do that.
Step 1: Decide What to Track (Don’t Track Everything)
Before you start clicking around in Browse, get clear about what you really need to track. Here’s what actually matters for most GTM teams:
- Pipeline Value: Total value of open opportunities, segmented by stage.
- Pipeline Coverage: Ratio between pipeline and quota (are you even close to having enough in play?).
- Stage Conversion Rates: Where deals drop off (so you can actually fix something).
- Deal Velocity: How fast deals are moving—or not.
- Forecasted Revenue: What’s likely to close, based on current pipeline and historical data.
Ignore vanity metrics that make the slide deck look pretty but don’t drive decisions. If your CEO or CRO isn’t asking about it, don’t obsess over it.
Pro tip: Write down your top 3-5 metrics before you open Browse. Otherwise, you’ll end up tracking everything (and learning nothing).
Step 2: Connect Your Data Sources
Browse is only as good as the data you feed it. Garbage in, garbage out. Here’s how to get started:
- Identify Your Source of Truth: For most teams, this is Salesforce, HubSpot, or another CRM. Browse needs access to where your pipeline lives.
- Connect the Integration: In Browse, go to the integrations panel and connect your CRM. Follow the prompts—usually OAuth or API key-based. If you hit snags, triple-check permissions on your CRM side.
- Map Your Fields: Make sure Browse is pulling the right fields (amount, stage, owner, close date, etc.). If your CRM is a mess, clean up the field mappings now or you’ll regret it later.
- Pull a Test Dataset: Before you get fancy, import a small batch and spot-check the data. Are the deal values, owners, and stages showing up correctly? If not, fix it now.
Honest take: Most integration problems come down to bad field mappings or missing permissions. Don’t blame Browse—or any other tool—if your CRM data is junk.
Step 3: Set Up Your Pipeline Views in Browse
Now for the fun part. Browse gives you flexible ways to slice and dice your pipeline data. Here’s how to set up views that actually help:
- Create a Main Pipeline Dashboard: This should show total open pipeline, split by stage. Filter by team, region, or product if that’s relevant for your org.
- Add Conversion Funnels: Use Browse’s funnel widgets to see stage-to-stage conversions (e.g., Demo → Proposal → Negotiation → Closed Won/Lost). If you spot a stage where deals die, dig deeper.
- Set Up Trend Lines: Track pipeline value and count over time. This helps you spot “pipeline inflation” (lots of deals, no movement) or healthy growth.
- Forecast Widget: Use Browse’s forecasting tools to see what’s likely to close this quarter, based on historical conversion rates and deal stages. Don’t just trust gut feel.
- Owner/Rep Views: Give managers a view filtered by rep. This is the fastest way to spot who needs help and who’s sandbagging.
Don’t bother: If nobody ever looks at your “by industry” or “by deal type” breakdowns, kill those widgets. Less is more.
Step 4: Automate Your Reporting (But Don’t Overdo It)
Nobody wants to build reports from scratch every week. Here’s how to avoid that:
- Schedule Recurring Reports: In Browse, use the report scheduler to email dashboards to your team and execs on a set cadence—weekly, monthly, whatever works.
- Set Up Alerts: If pipeline drops below a certain threshold, or a stage conversion rate tanks, set up an alert. Don’t go wild or you’ll tune them out—pick a couple of critical thresholds.
- Share Live Links: For execs who love to dig, share live dashboard links instead of PDFs. That way, they can answer their own “what if” questions without pinging you.
Real talk: Automation saves time, but don’t let it lull you into ignoring your pipeline. Always sanity-check the numbers before big meetings. Automated reports don’t catch weird data.
Step 5: Dig into the Data (Find the Story, Not Just the Numbers)
Metrics are just numbers until you add context. Here’s how to actually use what Browse is telling you:
- Spot Trends Early: If pipeline is shrinking, don’t wait until the end of the quarter to sound the alarm. Look at your trend lines weekly.
- Identify Bottlenecks: If conversion from Proposal to Negotiation is tanking, talk to your reps. Maybe the product isn’t resonating, or pricing is out of whack.
- Check Rep Consistency: One rep has deals stuck in “Demo” for months? That’s a coaching moment, not a data issue.
- Compare Forecast vs. Reality: After the quarter, compare forecasted closes with what actually happened. If you’re always off, tweak your forecast assumptions or stage definitions.
Ignore: Don’t get sucked into “analysis paralysis.” If a metric isn’t actionable, drop it.
Step 6: Clean Up Your Data Regularly
Old, stale, or junky data will ruin your pipeline reporting. You’ve got to stay on top of it:
- Close Out Dead Deals: Don’t let zombie opportunities inflate your numbers.
- Update Stages: Make sure deals actually move through the stages—don’t let reps park everything in “Negotiation” until the last minute.
- Audit Field Mappings: As your CRM evolves, check that Browse’s mappings are still accurate.
- Review Data Hygiene: Set a recurring slot (monthly or quarterly) to review data quality. It’s boring, but it saves pain later.
Hard truth: The best dashboards in the world won’t help if the underlying data is garbage.
What Works, What Doesn’t, and What to Ignore
What works: - Keeping your dashboards simple and focused - Automating the boring parts (scheduled reports, alerts) - Regular data hygiene
What doesn’t: - Tracking every possible metric “just in case” - Hoping automation will fix bad data - Overcomplicating your pipeline stages (keep them practical)
Ignore: - Vanity metrics that never get discussed in pipeline reviews - Fancy visualizations that confuse more than they clarify - Custom fields nobody on your team understands
Wrap-Up: Keep It Simple, Iterate Often
Pipeline tracking doesn’t have to be painful. Start with the basics, keep your process tight, and use Browse for what it’s good at: turning raw CRM data into useful, actionable views. Don’t let the perfect be the enemy of the good—set up what you need, see what actually helps, and tweak as you go. Iterate every quarter, not every year.
Above all, remember: The best GTM pipeline reporting is the one your team actually uses. Keep it honest, keep it simple, and don’t be afraid to cut what isn’t working.