If you're reading this, chances are you've got a product to sell and a market to reach—but figuring out what’s actually working in your go-to-market (GTM) plan is harder than it should be. Maybe you’re tired of dashboards that look good but don’t tell you much. Or you’re getting pressure to “optimize” without knowing what’s worth your time. This guide is for founders, marketers, and sales leads who want to cut the fluff and use Sendler analytics to track what matters, spot the duds, and actually move the needle. No buzzwords, just practical steps.
Step 1: Decide What You Actually Need to Track
Before you even log in to Sendler, get clear on what you care about. GTM teams drown in data because they try to track everything. Don’t. Here’s what’s usually worth paying attention to:
- Lead sources: Where are your best leads really coming from?
- Conversion rates: At each step—visitor to lead, lead to qualified, qualified to closed.
- Sales cycle time: How long does it take to close a deal?
- Churn and retention: If you’re SaaS, are people sticking around?
- Channel ROI: Which channels actually make money, not just noise?
Ignore the rest unless you have a specific reason. “Engagement” is meaningless unless you know what action you want (and can profit from).
Pro tip: Don’t get seduced by dashboards. If you can’t make a decision or change based on a metric, it’s not worth tracking.
Step 2: Set Up Sendler for Clean, Reliable Data
Sendler is only as good as the data you feed it. Garbage in, garbage out. Here’s how to get the basics right:
a. Integrate All Your Key Sources
Connect Sendler to your:
- Website (for traffic and lead data)
- CRM (where deals live and die)
- Ad platforms (Google, LinkedIn, whatever you use)
- Email tools (for outbound and nurture tracking)
If you skip a source, you’ll end up with blind spots. Sendler’s integrations are usually straightforward, but double-check the mappings. A “lead” in your CRM needs to match what Sendler thinks a lead is.
b. Clean Up Your Events and Definitions
Set up custom events only for actions that matter—like “demo requested” or “trial started.” Don’t bother with fluff like “visited pricing page” unless you’re actually testing changes on that page.
Standardize your naming. If marketing calls it “MQL” and sales calls it “qualified lead,” you’re in for headaches. Pick one.
Watch out for: Data duplication and misattribution. If your sales team manually enters leads, make sure Sendler can stitch web and CRM data together, or you’ll end up double-counting.
Step 3: Build Simple, Focused Dashboards
It’s tempting to cram every chart onto one screen. Resist. Build dashboards in Sendler around specific questions:
- How are we performing by channel? (Don’t just look at volume—check conversion rates and cost per closed deal.)
- Where are leads dropping off in the funnel?
- Are our “best” leads converting, or are we just generating noise?
Less is more: One dashboard per team, max. If it doesn’t help someone do their job better, cut it.
Recommended widgets:
- Funnel visualization: So you can see exactly where people bail.
- Source-to-close tracking: Not just “leads by source,” but “closed deals by source.”
- Sales velocity: How fast deals move from first touch to closed.
Ignore: Vanity metrics like pageviews, social followers, or “engagement rate” unless you have a direct line to revenue from them.
Step 4: Actually Analyze Patterns—Don’t Just Admire the Graphs
Now that you have clean, useful dashboards, it’s time to dig in. Here’s what to look for:
a. Find the Blockers
- Are lots of leads coming in, but barely any converting? Check your qualification or follow-up process.
- Does one channel have a ton of volume but zero closed deals? Kill it or fix it.
- Are deals getting stuck in the same stage? Get sales and marketing in a room and figure out why.
b. Identify What’s Actually Working
- Track “first touch” and “last touch” attribution, but don’t get religious about it—if both your webinar and your outbound email show up in closed deals, keep both.
- Look at cost per closed deal, not just cost per lead.
Pro tip: If a channel works for small deals but not big ones, segment your data. Sendler lets you break down by deal size, so use it.
Step 5: Tie Metrics to Real Decisions (and Ignore the Rest)
Most analytics tools are great at telling stories but lousy at helping you actually do something. Here’s how to turn Sendler data into action:
- If a channel consistently underperforms, cut spend or try a new approach.
- If your sales cycle is too long, dig into the steps—see if you’re losing people to slow follow-up or unclear value props.
- If retention is low, talk to churned customers. Use Sendler’s cohort analysis to spot patterns (e.g., “Users from LinkedIn ads churn after one month”).
Don’t waste time “optimizing” metrics that don’t tie to revenue or real customer behavior. Fancy graphs are fun, but they don’t pay the bills.
Step 6: Run Tight Experiments (Not Endless Tweaks)
Sendler’s analytics are built for iteration, not endless debate. Here’s a no-nonsense approach:
- Pick one metric to move. (E.g., demo-to-close rate.)
- Run an experiment. Change your email script, landing page, or ad creative.
- Use Sendler to compare before-and-after. If it moved the needle, keep it. If not, move on.
- Don’t chase statistical significance for every tiny change. You’re not Google, and you don’t need a PhD to spot real trends.
Document what you tried and what happened. Over time, this log will be more valuable than any single dashboard.
What to Watch Out For
A few honest warnings:
- Attribution is never perfect. Sendler’s multi-touch models are better than most, but you’ll always have some “unknown”s. Don’t let that stop you from making decisions.
- Don’t let analytics replace real conversations. If you see churn spike, talk to customers—don’t just stare at charts.
- Resist the urge to overcomplicate. The more dashboards you build, the less anyone looks at them.
Wrapping Up: Keep It Simple, Ship, and Iterate
Sendler analytics can be a powerful tool for GTM teams, but only if you use it to answer real questions and take action. Don’t drown in data. Track what matters, use dashboards as decision tools (not trophies), and run small experiments to move the numbers that count.
Start lean, stay skeptical, and keep your process simple. The best GTM teams aren’t the ones with the fanciest reports—they’re the ones who learn fast and fix what’s broken. That’s it. Now go make your analytics work for you.