GTM Dictionary

The Go-to-Market Dictionary: Soft Metrics

Discover the importance of soft metrics in your go-to-market strategy with our comprehensive guide.

In the world of go-to-market (GTM) strategies, metrics play a critical role in measuring success. While hard metrics such as revenue, sales, and profit are the backbone of any GTM plan, there is an often-overlooked component that is equally important: soft metrics.

Understanding Soft Metrics in Go-to-Market Strategies

Soft metrics are qualitative data points that are harder to measure but still provide important information about your GTM strategy. They often relate to customer engagement, employee satisfaction, and brand awareness, and are critical for building a sustainable and long-term strategy.

Defining Soft Metrics

Soft metrics are data that cannot be quantified and expressed numerically or statistically. They are subjective and have a context that requires interpretation. They include information such as brand reputation, customer loyalty, employee satisfaction, market awareness, and social media engagement.

For example, brand reputation refers to the perception of your brand in the market. It is influenced by factors such as product quality, customer service, and overall customer experience. Customer loyalty is another soft metric that measures how likely your customers are to continue doing business with you. This is important because it costs more to acquire new customers than to retain existing ones.

Employee satisfaction is also a critical soft metric. Happy employees are more productive, engaged, and motivated to help your company succeed. They are also more likely to stay with your company for the long term, reducing turnover costs.

The Importance of Soft Metrics in GTM Strategies

Soft metrics are essential to GTM strategies because they provide insight into areas of your business that hard metrics do not. For example, brand reputation is an essential soft metric that is critical to a brand's success. If your brand has a poor reputation, it doesn't matter how much revenue you generate because nobody wants to do business with a company they don't trust.

Similarly, customer loyalty is important because it helps to reduce customer churn and increase customer lifetime value. By focusing on improving customer loyalty, you can increase revenue and profitability over the long term.

Employee satisfaction is also crucial to the success of your GTM strategy. Happy employees are more likely to provide excellent customer service, which can lead to increased customer satisfaction and loyalty. They are also more likely to recommend your products or services to others, which can help to increase brand awareness and drive new business.

Common Misconceptions About Soft Metrics

There is a misconception that soft metrics are not as important as hard metrics. However, this is not the case. Soft metrics are just as crucial to the success of a GTM strategy as hard metrics, and failing to take them into account can lead to catastrophic consequences.

For example, if you focus solely on hard metrics such as revenue and profit, you may overlook important soft metrics such as customer satisfaction and employee engagement. This can lead to a decline in brand reputation, customer loyalty, and employee retention, all of which can have a negative impact on your bottom line.

It is important to measure both hard and soft metrics and use them in tandem to make informed decisions about your GTM strategy. By doing so, you can build a sustainable and successful business that meets the needs of both your customers and your employees.

Key Soft Metrics to Consider in Your GTM Strategy

When it comes to creating a successful go-to-market (GTM) strategy, it's important to consider more than just the hard metrics like revenue and profit. Soft metrics, such as brand awareness, customer satisfaction, employee engagement, market share, and social media engagement, can provide valuable insights into the success of your overall strategy. In this article, we'll explore some of the key soft metrics you should consider when developing your GTM plan.

Brand Awareness

Brand awareness is a soft metric that measures how well-known your brand is in your target market. It's essential to create a lasting impression and a recognizable brand. A high level of brand awareness can lead to greater customer loyalty and increase customer acquisition. To improve your brand awareness, you can invest in marketing efforts such as social media advertising, influencer marketing, and content marketing.

For example, if you're a new player in the e-commerce industry, you can collaborate with popular influencers in your niche to promote your brand and products. This can help you reach a wider audience and build brand awareness.

Customer Satisfaction

Customer satisfaction is an essential soft metric that measures how satisfied customers are with your product, service, or brand. Positive customer satisfaction leads to customer retention, brand loyalty, and positive reviews, which can attract new customers. To improve customer satisfaction, you can focus on providing excellent customer service, offering personalized experiences, and addressing customer complaints in a timely manner.

For instance, you can offer a loyalty program that rewards customers for repeat purchases or provide a chatbot service that can assist customers with their inquiries 24/7. These efforts can help you improve customer satisfaction and build a loyal customer base.

Employee Engagement

Employee engagement is a soft metric that measures how involved and engaged your employees are in the organization. Highly engaged employees are more productive, creative, and committed to their work, which can lead to higher-quality products and services, and positive customer experiences. To improve employee engagement, you can invest in training and development programs, offer competitive compensation and benefits, and create a positive work culture.

For example, you can organize team-building activities, provide opportunities for career growth, and recognize and reward outstanding employee performance. These efforts can help you foster a positive work environment and improve employee engagement.

Market Share

Market share is a soft metric that measures the percentage of a market that a company controls. It's vital in understanding your position in the market and the level of competition you face in your industry. Understanding your market share can help you establish a strategy that sets you apart from your competitors. To improve your market share, you can focus on product differentiation, pricing strategies, and marketing efforts.

For instance, you can offer unique features that are not available in your competitors' products or services, provide competitive pricing, and invest in targeted marketing campaigns that resonate with your target audience. These efforts can help you increase your market share and establish your brand as a leader in your industry.

Social Media Engagement

Social media engagement is a soft metric that measures how engaged your customers are on social media platforms. It's essential in building brand awareness and can lead to higher levels of customer engagement, customer loyalty, and increased sales. To improve your social media engagement, you can invest in social media marketing, create shareable content, and engage with your followers.

For example, you can create social media campaigns that encourage user-generated content, respond to customer comments and messages promptly, and provide exclusive offers and discounts for your social media followers. These efforts can help you increase your social media engagement and build a strong online presence.

Overall, considering soft metrics in your GTM strategy can provide valuable insights into the success of your overall plan. By focusing on brand awareness, customer satisfaction, employee engagement, market share, and social media engagement, you can create a comprehensive strategy that not only drives revenue but also builds a strong brand and a loyal customer base.

Measuring Soft Metrics Effectively

Soft metrics are an essential part of any business, and measuring them effectively is crucial for success. Soft metrics refer to the intangible factors that contribute to a company's success, such as customer satisfaction, employee engagement, and brand reputation.

Now that we know what soft metrics are and why they're important, let's explore some ways to measure them effectively.

Qualitative vs. Quantitative Data

One way to measure soft metrics is to use both qualitative and quantitative data. Qualitative data provides in-depth information about customers or employees, while quantitative data provides numerical information. By using both types of data, a company can obtain a comprehensive view of its soft metrics.

For example, qualitative data can be gathered through focus groups, where customers or employees are asked open-ended questions about their experiences with the company. This type of data can provide valuable insights into how customers or employees feel about the company and its products or services.

Quantitative data, on the other hand, can be gathered through surveys or other quantitative research methods. This type of data can provide numerical information about customer or employee satisfaction, such as a Net Promoter Score or employee engagement score.

Surveys and Feedback

Surveys and feedback from customers and employees are excellent ways to measure soft metrics. By asking specific questions, you can learn more about their opinions and experiences, giving you a better understanding of how your brand is perceived.

For example, customer satisfaction surveys can help you understand how satisfied your customers are with your products or services. Employee engagement surveys can help you understand how engaged your employees are with their work and the company.

It's important to ask the right questions in these surveys to get the most valuable information. For example, instead of asking a yes or no question, ask an open-ended question that allows customers or employees to provide more detailed feedback.

Social Listening Tools

Social listening tools such as Hootsuite, Sprout Social, and Brandwatch can help measure social media engagement. These tools analyze social media activity and provide insights into metrics such as sentiment, engagement, and reach.

By monitoring social media activity, a company can gain valuable insights into how its brand is perceived by customers. For example, if a company sees a lot of negative sentiment on social media, it may need to take steps to address the issues causing the negativity.

Analyzing Market Trends

Finally, analyzing market trends can help measure market share and brand awareness. By following industry news and competitor activity, a business can see where it stands and develop strategies to improve.

For example, if a company sees that its competitors are gaining market share, it may need to adjust its marketing strategy to better compete. By keeping a close eye on market trends, a company can stay ahead of the competition and ensure its long-term success.

In conclusion, measuring soft metrics effectively is crucial for any business. By using a combination of qualitative and quantitative data, surveys and feedback, social listening tools, and market trend analysis, a company can gain valuable insights into its soft metrics and develop strategies for improvement.


Soft metrics are an often-overlooked component of go-to-market strategies, but they are just as crucial as hard metrics. By understanding, measuring and effectively using soft metrics, a business can develop a sustainable and successful GTM strategy that will lead to long-term success.