Return on Go-to-Market: What Growth Leaders Need to See

Lacking clarity on what investments are working and what aren't, is an issue.

Across boardrooms and investor updates, the question is no longer “Are we investing enough in growth?” It’s “Are we getting the return we should?”

That’s why Return on Go-to-Market (RoGTM) is quickly becoming the new operating standard.

It’s not just another performance metric—it’s a lens for understanding how commercial investments convert into revenue, margin, and enterprise value.

Most Team Aren't Under-Investing. They're Misallocating

SBI’s research shows a growing disconnect between investment and performance:

• Sales productivity is flat or declining for more than half of commercial teams
• GTM costs have risen 68% since 2021, while median revenue growth has fallen more than 50%
• Most companies still lack top-down alignment of what’s generating value and what’s just creating motion

This results in strategic plans that don’t scale, teams that can’t course-correct in time, and resources that go toward inertia, not outcomes.

RoGTM Brings Discipline to Growth Execution

RoGTM answers critical questions that traditional reporting can’t:

• Where are commercial dollars actually driving incremental value?
• Which roles, segments, or motions are yielding the highest ROI?
• How do commercial investments compare to peer benchmarks in capital efficiency?
• Where should resources be reallocated to close performance gaps or amplify an advantage?

This is about building a high-performing, revenue-efficient GTM system that holds up under internal and external scrutiny and market uncertainty.

From Intuition to Evidence, Faster