If you’re responsible for getting a SaaS product in front of the right people—and actually converting them—you know “go to market” is more than just a launch event or a deck. It’s a grind, and it’s easy to get lost in data that doesn’t help you make better decisions. This guide is for founders, marketers, sales leaders, and anyone who wants to use analytics for real GTM wins, not just dashboards that look pretty in meetings.
We’re going to walk through how to use Saleo analytics to actually optimize your go to market strategy: picking what to track, what to ignore, and how to use what you find to get results. No fluff, just the good stuff.
1. Get Clear on What GTM Success Looks Like (Before Touching a Dashboard)
Before you even log in to Saleo, you need to get honest about what “winning” means for your business. Most teams chase too many metrics or the wrong ones—pageviews, “engagement,” demo requests from random Gmail addresses. That won’t move the needle.
Start with these questions: - What’s the one thing we really want prospects to do? (Book a demo? Start a trial? Sign a contract?) - Where are we losing people in the sales funnel? - What signals show genuine buying intent, not just curiosity?
Pro tip: Write these answers down and share them. If your whole team isn’t clear, your analytics are going to be a mess.
2. Set Up Saleo Analytics for Your Real Goals
Once you know what matters, it’s time to make Saleo work for you—not the other way around.
a) Map Your Funnel Events
Don’t just turn on every default Saleo event. Map your actual sales funnel: - Top: Website visits, ad clicks, content downloads. - Middle: Product signups, demo requests, webinar attendance. - Bottom: Trials started, contracts sent, deals closed.
Do:
- Customize event names to match your process. (“Demo Requested” should mean real demo requests, not just form fills.)
- Tag key actions that indicate intent, not just activity.
Don’t:
- Track everything. Noise is the enemy.
- Rely on “vanity metrics” like total pageviews or generic engagement scores.
b) Integrate with Your Existing Stack
Saleo can plug into your CRM (Salesforce, HubSpot), email tools, or product backend. Integration isn’t just for show—it prevents siloed data.
Why bother?
- You get the full customer journey, not just website clicks.
- You can spot handoff gaps between marketing, sales, and CS.
Heads up: Integration takes real setup. Don’t hand it off to IT and forget it. Make sure you’re syncing the fields and events you actually need.
3. Identify the Metrics That Actually Matter
Here’s the hard truth: Most dashboards are padded with feel-good numbers. Here’s what’s worth caring about:
a) Conversion Rates at Each Stage
Track how many people move from one funnel stage to the next. Example: - Website visitor → Demo requested - Demo requested → Demo attended - Demo attended → Deal closed
If you see a huge drop-off somewhere, that’s where you focus—not on “more traffic.”
b) Time in Stage
How long does it actually take for a prospect to move from first touch to a closed deal? Long lags usually mean confusion or friction.
c) Source Quality, Not Just Quantity
Don’t obsess over where the most “leads” come from. Look at which sources actually result in sales. Saleo can show you this by tracking source all the way to closed-won.
What to Ignore
- Social media likes or shares unless you’ve proven they move people down the funnel.
- “Engagement” scores that don’t tie to pipeline or revenue.
- Any metric that doesn’t give you an action to take right now.
4. Use Saleo Dashboards to Spot Patterns (and Problems)
The point of analytics isn’t to admire charts—it’s to find bottlenecks and fix them.
a) Set Up Custom Dashboards
Create dashboards for: - Funnel conversion rates - Lead source performance - Sales cycle length
Don’t cram everything into one view. Keep it simple—if you can’t explain it in one sentence, it’s probably too complicated.
b) Slice by Segment, Not Just Totals
Looking at averages hides problems. Segment your data: - By persona or industry - By deal size - By sales rep
You’ll probably find certain segments convert much better than others. Double down on what’s working; stop wasting time on what isn’t.
c) Watch for Red Flags
- Sharp drop-offs between stages
- Sources that send lots of leads but zero revenue
- Deals stuck in the same stage for weeks
When you see these, don’t just note them—assign someone to dig in and act.
5. Turn Insights into Experiments (Not Just Reports)
Analytics are only useful if you do something with them. Here’s how to get moving:
a) Pick One Bottleneck to Fix
Example: If you’re losing most people between “demo requested” and “demo attended,” focus there before worrying about website traffic.
b) Run Small, Simple Experiments
- Change your demo booking email copy.
- Shorten your signup form.
- Test a new CTA on your landing page.
Track the results in Saleo. Don’t change everything at once—you’ll never know what worked.
c) Review Weekly, Not Just Quarterly
Make analytics review a regular habit. Weekly is ideal. The sooner you catch a problem, the easier it is to fix.
6. Avoid Common Analytics Pitfalls
It’s easy to get sidetracked. Here’s what to watch out for:
- Chasing “north star” metrics that don’t tie to revenue. If it doesn’t help you close deals, it’s probably a distraction.
- Paralysis by analysis. Don’t wait for “perfect” data. Good enough beats nothing.
- Assuming correlation means causation. Just because your webinar signups went up when you ran LinkedIn ads doesn’t mean the ads caused it—dig deeper.
7. Keep It Simple and Iterate
Don’t try to build a perfect GTM machine out of the gate. The best teams use analytics like a compass, not a crystal ball.
- Pick a few key metrics.
- Check them often.
- Run small experiments.
- Double down on what works.
You’ll get better results by staying focused and making regular tweaks than by chasing every new dashboard feature or metric. Saleo can help—but only if you keep it grounded in your real-world goals.
Bottom line: Use analytics to cut through the noise, not add more of it. Stay honest, stay curious, and keep things moving.