Every enterprise startup, regardless of motion, must convert awareness → adoption.
Avoid vanity metrics like web traffic or raw sign-ups. Track qualified interest — the users and buyers who satisfy your ICP and have demonstrated need.
Most founders want to know what “great” looks like when it comes to their company’s funnel metrics. While there is no one size fits all, here is a sample:
Your credibility as a founder is your first marketing asset, and it’s the cheapest form of awareness. Publish insights, not press releases. Host workshops, join podcasts, show your roadmap. Write what only you could write — a perspective born of the problem you’re solving.
If you have to spend your time convincing, you’re already losing.
Your biggest enemy post-PMF is false positives: leads that look good on paper but aren’t truly desperate. Score leads by pain intensity, timing, and fit.
References are the currency of enterprise sales. Your goal is to get 10 delighted users to evangelize the world they live in now, thanks to your solution. Their before and after story is what unlocks your GTM machine.
A good sign is that they speak openly about the outcome you enabled, and if you ask them, they will take calls with prospective customers for you. These contacts lower friction, increase trust, and open doors you could never reach alone.
The Secret is References
References are the currency of enterprise sales. Your goal is to get 10 delighted users to evangelize the world they live in now, thanks to your solution. Their before and after story is what unlocks your GTM machine.
A good sign is that they speak openly about the outcome you enabled, and if you ask them, they will take calls with prospective customers for you. These contacts lower friction, increase trust, and open doors you could never reach alone.
Building your GTM machine
