If you’re running B2B sales or marketing, you know the drill: everyone talks about “data-driven decisions,” but most dashboards are just noise. Gan data analytics promises to cut through that and actually show you what matters. If you’re tired of guessing which tactics work, this guide’s for you.
Here’s how to use Gan to make smarter, faster choices for your go-to-market strategy—without drowning in vanity metrics or getting lost in the weeds.
Step 1: Get Clear on What Actually Matters
First, let’s be honest: most B2B teams track too much. You don’t need a spreadsheet with 50 columns. Focus on the basics that actually move your business:
- Leads: Not just any names—real, qualified leads.
- Pipeline: Deals that are actually moving, not just stuck in limbo.
- Conversion rates: From lead to opportunity, and from opportunity to closed deal.
- Sales velocity: How fast deals move through your funnel.
- Customer retention: Are you keeping the customers you win?
Pro tip: If you can’t act on a metric, stop tracking it. Gan makes it easy to set up custom dashboards, so start simple and build as you go.
Step 2: Connect Your Data Sources (and Clean Up the Mess)
Gan’s biggest strength is pulling in data from everywhere—CRM, marketing automation, email, even spreadsheets. But garbage in, garbage out.
- Start with your CRM: Clean up duplicate records and outdated contacts. If your sales team hates your CRM, ask why—fix those issues first, or your reports will always be off.
- Connect marketing data: Make sure lead sources are mapped correctly. If “Other” is your #1 source, you’ve got a problem.
- Bring in customer data: Support tickets, NPS scores, product usage—all of this adds context to your go-to-market decisions.
What’s worth your time:
Automating these connections—Gan’s integrations are good, but double-check the mapping so you’re not mixing apples and oranges.
What to ignore:
Don’t bother connecting every possible tool on day one. Focus on the 2-3 sources that really matter for your biggest questions.
Step 3: Build Dashboards That Tell a Story
This is where most analytics efforts go off the rails: dashboards get overloaded with charts nobody looks at. With Gan, you can build views that are actually useful.
How to know if your dashboard works: - You can answer “How are we doing?” in one glance. - Your team can see what to try next, not just stare at numbers.
Must-have dashboards: - Pipeline health: Where are deals getting stuck? Are there enough new leads coming in? - Channel performance: Which campaigns and channels actually generate real opportunities—not just clicks. - Sales activity vs. results: Are more calls/emails turning into more meetings and deals?
Honest take:
Most teams waste time on “vanity metrics” like website visits or email opens. Don’t build dashboards around feel-good numbers—focus on what you can fix or double down on.
Step 4: Slice and Dice for Real Insights
Gan’s analytics let you segment data by almost anything: company size, industry, geography, campaign, rep, and more. Here’s how to use that without getting lost:
- Look for outliers, not averages. If most of your deals come from mid-market companies in healthcare, why chase every other segment?
- Test assumptions. You might believe your webinars drive pipeline, but the data could say otherwise. Let Gan show you, even if it hurts your ego.
- Replicate what works. If one sales rep is closing faster, drill down—are they using a different pitch, targeting different accounts, or just luckier? Use the data to find out.
What to ignore:
Don’t chase every tiny difference. Look for big swings—patterns that are obvious, not “statistically significant” but irrelevant in the real world.
Step 5: Turn Insights Into Action (and Track What Changes)
Analytics are pointless if they don’t drive action. Gan makes it easy to set goals, track experiments, and see what’s working over time.
- Set up alerts for key changes. If pipeline drops 20%, or conversion rates spike, you want to know fast.
- Run real experiments. Try a new outbound campaign, change your lead follow-up process, or focus on a new segment—then see what happens in Gan.
- Close the loop with your team. Share dashboards in weekly meetings, and talk about what you’re changing (or stopping).
Pro tip:
Don’t try to “boil the ocean.” Change one thing at a time and watch the numbers. If you change everything at once, you’ll never know what worked.
Step 6: Avoid the Traps (and Ignore the Hype)
There’s a lot of noise in B2B analytics. Here’s what to watch out for:
- Don’t buy into “AI-powered insights” without proof. Gan does some predictive analytics, but don’t trust any tool to tell you the future. Use it to spot trends, not to hand over your strategy.
- Beware of overfitting. If you slice the data enough ways, you’ll always find a pattern. Stick to segments that make sense for your business, not just ones that “look interesting.”
- Skip the endless reporting. Your board or CEO might want slick charts, but focus on making decisions, not just updating slides.
What actually works:
Simple, clear metrics. Frequent check-ins. Honest conversations about what’s working and what isn’t.
Keep It Simple and Keep Moving
Don’t get starry-eyed about data analytics. Tools like Gan can absolutely help you optimize your B2B go-to-market strategy—but only if you keep your focus on real business questions, act on what you learn, and ignore the fluff.
Start with the basics, iterate as you go, and don’t be afraid to cut what’s not working. The best teams don’t have the fanciest dashboards—they just make decisions, test, and improve. That’s what wins.