The Six Must-Have Reports That GTM Leaders Need for Smarter Decision-Making

GTM leaders rely heavily on clear and accurate data to drive alignment, accelerate revenue, and guide strategic planning. In a fast-moving B2B environment, there is no room for guesswork. Whether managing marketing, sales, or customer success, having a set of foundational reports is essential for tracking progress, identifying bottlenecks, and making smart, timely decisions.

While every business has unique goals and structures, there are six core reports that consistently stand out across high-performing go-to-market teams. These reports bring operational clarity, reinforce accountability, and help GTM leaders maintain a forward-looking perspective. Below, we break down each one and how it contributes to revenue operations and cross-functional alignment.

1. Executive Scorecard

The executive scorecard is the cornerstone of effective GTM leadership reporting. It provides a comprehensive, high-level overview of performance across marketing, sales, revenue, and retention. Rather than diving into granular metrics, this report highlights the health of the business at a glance.

Key indicators often include:

• Pipeline generated vs. target
• Closed revenue vs. goal
• Customer retention and churn rates
• Average deal size
• Sales cycle length
• Lead conversion rates

This report gives leaders the ability to quickly identify what is on track and what is falling behind. More importantly, it shows where strategic attention is needed most. GTM leaders use this scorecard to align their teams during executive meetings, prioritize initiatives, and course-correct in real time.

2. Pipeline Forecast Chart

No GTM leader can make confident decisions without visibility into current and projected pipeline performance. The pipeline forecast chart offers that view by blending historical data, current opportunity stages, and predictive modeling to estimate future revenue outcomes.

This report typically includes:

• Total pipeline value by stage
• Forecasted revenue by confidence range
• Month-over-month changes in opportunity value
• Close probability by sales stage

What makes this report valuable is not just the snapshot of current pipeline but the forecast confidence bands. These help leaders understand potential best-case and worst-case scenarios, informing hiring plans, budget adjustments, and go-to-market campaign timing.

A well-designed pipeline forecast allows GTM leaders to stay proactive instead of reactive, spotting potential shortfalls before they become major issues.

3. Marketing Bowtie Funnel

The marketing bowtie funnel visualizes the full customer lifecycle, from lead generation to customer expansion. Unlike traditional marketing funnels that stop at conversion, this report includes post-sale metrics, giving a complete view of the revenue journey.

The bowtie funnel includes stages such as:

• Leads generated
• Marketing qualified leads (MQLs)
• Sales qualified leads (SQLs)
• Opportunities created
• Deals closed
• Onboarding and activation
• Expansion and renewal

This report is especially useful for identifying leaks or drop-offs between stages. For example, a spike in SQLs that does not lead to a proportional increase in opportunities may highlight a misalignment between sales and marketing definitions or a breakdown in handoff processes.

By analyzing the full journey, GTM leaders can drive cross-functional accountability and implement changes that improve performance at every touchpoint.

4. SDR Activity Report

The SDR activity report tracks the daily and weekly performance of sales development representatives. This report gives visibility into the top-of-funnel engine that drives pipeline creation.

Metrics commonly include:

• Number of outbound emails or calls
• Response and reply rates
• Meetings or demos booked
• Conversion rate from outreach to SQL
• Time to first touch

This report helps leaders understand whether SDRs are consistently hitting their activity goals and whether those activities are producing results. It is not just about volume — it is about effectiveness.

Trends from this report can inform coaching, shift outreach strategies, or signal when messaging needs to be adjusted. For GTM leaders, it provides insight into whether top-of-funnel activity is building a healthy pipeline or if there is a need to recalibrate resources.

5. Trend Report: Demos to Deals

This report helps connect early-stage engagement with revenue outcomes. It tracks the monthly relationship between demos conducted and deals closed, allowing GTM leaders to monitor conversion trends over time.

Key data points might include:

• Number of demos scheduled per month
• Demos-to-deals conversion rate
• Average days between demo and close
• Comparison to historical averages

A declining demos-to-deals trend might suggest issues with lead quality, demo delivery, or post-demo follow-up. Conversely, a spike in conversions can point to successful new positioning, stronger SDR execution, or seasonal demand patterns.

This report enables GTM leaders to identify pattern changes early, so they can act before those shifts impact revenue forecasts.

6. Marketing Revenue by Source

Marketing teams often report on vanity metrics like clicks and form fills. This report cuts through that noise by showing which marketing channels actually generate revenue, not just leads.

This report typically breaks down:

• Revenue generated per channel (paid, organic, email, social, events)
• Cost per revenue dollar earned by source
• Time to convert by channel
• Lead-to-close rate per campaign

It provides the insight needed to allocate marketing budgets more effectively. If paid search is driving volume but poor revenue performance, it may be time to re-evaluate spend. If events consistently produce high-converting leads, they may warrant deeper investment.

For GTM leaders, this report aligns marketing with business outcomes, allowing for more strategic growth planning and performance management.

Why These Reports Matter for GTM Alignment

What makes these reports essential is not just the data they contain, but how they work together to inform decision-making. GTM leaders must align marketing, sales, and customer success — and that alignment requires a shared view of performance.

These reports offer:

• Consistent communication: They serve as a common language across departments
• Predictive insight: Leaders can spot trends and act before problems grow
• Operational accountability: Teams understand how their work impacts broader goals
• Budget optimization: Investments can be tied directly to results
• Strategic clarity: Leaders can align execution with quarterly or annual objectives

Without this level of reporting, teams often operate in silos, with disjointed goals and conflicting narratives. With it, GTM leaders can steer the entire organization toward scalable, repeatable growth.

Evolving the Reporting Stack

It is worth noting that these reports are not static. As the business matures or changes direction, the underlying metrics and formats may evolve. The important thing is that these reports remain tied to decision-making. They should always answer the question: what action should we take next?

Strong GTM leadership means constantly refining the data inputs, updating definitions, and improving how insights are communicated. These six reports serve as a foundation, but the best teams continuously optimize how they use them to drive clarity and performance.