The metrics we use to measure GTM success were designed for a different era. Activity metrics made sense when human effort was the primary driver of outcomes. But in an AI-augmented world, we need to rethink what we measure.
Consider the traditional sales funnel. MQLs, SQLs, opportunities, closed-won. This framework assumes a linear progression that rarely exists in reality. Modern buyer journeys are non-linear, multi-threaded, and increasingly digital.
New metrics should focus on outcomes rather than activities. Customer lifetime value over deal size. Time to value over sales cycle length. Net revenue retention over new logo acquisition.
But measurement alone isn't enough. The metrics need to be actionable. If you can't influence a metric, you shouldn't be measuring it. And if AI can handle the influencing, your metrics need to reflect that reality.
The companies that figure this out will have a significant advantage. They'll invest resources where they matter and avoid the vanity metrics that distract from real progress.