# Weekly Go-to-Market Review Worksheet

By Evan Weber, founder of Experience Advertising and GTM Champion
LinkedIn: https://www.linkedin.com/in/worldsgreatestmarketer/
Guide: https://gtmchampion.com/blog/weekly-go-to-market-review-template

Copy this worksheet into a shared team document. Replace the prompts with your own evidence. Pick one customer segment and one growth motion for the review.

## Review context

- Review date:
- Customer segment:
- Growth motion (sales-led or product-led):
- Desired customer outcome:
- Reporting period, cutoff and timezone:
- Comparison period:
- Meeting owner and attendees:
- Data gaps or incomplete cohorts:

## Check last week's commitments

| Commitment | Owner | Due date | Delivered and verified? | Result so far | Blocker / next step |
| --- | --- | --- | --- | --- | --- |
| | | | | | |
| | | | | | |
| | | | | | |

Separate delivery from effectiveness. A shipped change is not proof of an improved outcome.

## Scorecard

Use one row per meaningful metric. Show underlying counts beside percentages. Compare cohorts with the same amount of time to activate or return.

| Metric and exact definition | Current value and underlying counts | Comparable prior period | Team target and rationale | Report source and owner | Interpretation and decision |
| --- | --- | --- | --- | --- | --- |
| Suitable buyers reached | | | | | |
| Held meetings / activation | | | | | |
| Retained use | | | | | |
| Won revenue (separate from pipeline) | | | | | |

For every metric, record exclusions (spam, duplicates, tests), measurement window, attribution model and lookback window where applicable. Use additional rows if they help a decision. Fill in targets based on your business; there is no universal healthy conversion threshold.

## Five questions to discuss

1. Are we reaching the right buyers? Include a small sample of eligible accounts or prospects and why they fit.
2. Can interested prospects take the next step? Check response time, routing, held meetings or meaningful product activation.
3. Are activated users coming back? Compare equally mature cohorts using one retention definition.
4. Is the activity becoming revenue? Keep won revenue, open pipeline and acquisition costs distinct.
5. What are customers telling us? Bring two or three concrete observations, their frequency and what you will investigate. Remove private details before sharing.

## 30-minute agenda

| Time | Focus | Required outcome |
| --- | --- | --- |
| 0 to 5 minutes | Last commitments | Verified delivery, results so far and blockers |
| 5 to 10 minutes | Scorecard | Meaningful changes and data gaps |
| 10 to 20 minutes | One bottleneck | Diagnosis grounded in evidence |
| 20 to 25 minutes | Next action | Manageable change, owner and success measure |
| 25 to 30 minutes | Read back decisions | Written responsibilities, dependencies and review dates |

## Decision record

Duplicate this section for each meaningful change.

- **Problem:** Where are suitable buyers or users getting stuck?
- **Evidence:** Report links, counts, observations and dates supporting the diagnosis.
- **Hypothesis:** Why might this change help?
- **Action:** What exactly changes, and for which audience?
- **Owner:** Who will deliver it and verify that it works?
- **Dependency:** What must happen before it can go live?
- **Success measure:** What will you compare, and over what period?
- **Guardrail:** What adverse outcome would make you pause?
- **Review date:** When will enough evidence be available?
- **Decision at review:** Continue, adjust, stop, or collect more evidence.

## End-of-meeting readback

- The single most useful next action:
- Owner and delivery date:
- Verification needed before calling it shipped:
- Evidence and date needed to assess effectiveness:
- What remains on hold, and why:

## Measurement notes

Keep attribution settings consistent and log changes. Avoid dividing this week's spending by this week's customers if those customers came from earlier campaigns. Respect the measurement window for search content, enterprise deals and immature cohorts.

Sources supporting the guide:
- Amplitude retention definitions: https://www.amplitude.com/docs/analytics/charts/retention-analysis/retention-analysis-interpret
- Google Analytics attribution settings: https://developers.google.com/analytics/devguides/config/admin/v1/rest/v1alpha/AttributionSettings