Why Most GTM Reporting is Useless

You invested six figures in Salesforce, hired a rev ops team to build dashboards, and six months later nobody's looking at them. Or worse, people are looking at them but spending every team meeting arguing about whether the numbers are right instead of deciding what to do about them. One rep shows an 85% close rate, another shows 15%, and the blended number looks fine on paper. The CEO says visibility is their number one priority. The CRO says they know their deals. And the data underneath all of it is fiction. In this episode, Eddie Reynolds and Rachael Bueckert break down why most go-to-market reporting is useless and what it actually takes to get data you can trust. The conversation covers the definition debates that burn entire team meetings, the real story behind massive close rate gaps, why your best rep might be ignoring half her territory and you'd never know it, how to build reporting that an average rep on an average day can feed accurately, and why focusing on one metric at a time beats trying to fix everything at once. Resources Mentioned in This Episode: GTM Ops Frameworks Build Your Own AI-Powered Dashboard 01:11 - The problem with GTM reporting right now 02:13 - Visibility is the CEO's #1 priority but nobody trusts the data 05:54 - The 18-month CRO cycle and why reporting never matures 09:02 - The MQL definition debate that burns every team meeting 11:54 - One rep at 15%, another at 85%: both numbers are fiction 16:32 - Your best rep is ignoring half her territory 21:13 - Stop looking for rainmakers, build for the average rep 23:09 - What it takes to build reporting you can actually trust 45:28 - What actually belongs on an executive dashboard 46:53 - The Moneyball approach to go-to-market data 50:06 - Pick one metric and fix it before touching anything else _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok