GTM Strategy Lead: How to Analyze Year-over-Year Journey Orchestration

Here’s how to approach year-over-year journey orchestration analysis in RevSure:

Step 1: Frame the Analysis with Time-Based Cohorts

Start by defining the timeframes you want to compare, typically the current fiscal year vs. the previous one.

• Navigate to the Journey Module in RevSure.
• Apply filters for Fiscal Year or Quarter, Opportunity Type (e.g., Net New, Upsell), and GTM Segment (e.g., Enterprise, SMB, Industry)
• Use opportunity-level filters to narrow your lens to consistent funnel motion.

This alignment ensures you're comparing like-for-like GTM motions across time.

Step 2: Quantify the Engagement Volume Pre-Opportunity

To test whether marketing is doing enough early engagement, calculate the average number of campaign touches before an opportunity is created.

• Filter the view to show campaign-only engagements.
• Use the “Steps” metric to capture the number of distinct campaign interactions per opportunity.
• Compare this number year-over-year to identify material shifts.

For example, 2025 opportunities might average 6.6 touches, whereas 2024 averaged 10+, suggesting a decrease in pre-pipeline awareness efforts.

Step 3: Visualize the Journey Timeline

For qualitative insight, drill into specific journeys.

• Click on Journey Timeline for any opportunity.
• Switch to the Influence graph to identify key activity spikes.
• Use sorting and filtering to track the most impactful channels and sequences.

This helps pinpoint when momentum builds and where it might be breaking down.

Step 4: Attribute Influence by Channel

Not all touches are created equal. Compare which channels show up last before pipeline conversion.

• Use the Last Touchpoint filter in the Journey dashboard.
• Sort by engagement channel to see what was driving conversion in each year.
• Identify shifts—e.g., the decline in content syndication influence or increased reliance on outbound sequences.

This helps you reallocate investment toward high-leverage efforts.

Step 5: Compare Successful vs. Stalled Journeys

Go deeper by splitting the cohort.

• View journeys that became Closed Won vs. those that leaked out.
• Measure Engagement depth (steps, cadence) and channel diversity, and look for lag indicators, such as gaps in engagement or narrow channel exposure.

These insights help you move beyond correlation and into causation.

Step 6: Activate the Insights Across Teams

Share the output in ways that prompt action:

• Save and publish cohort views and dashboards.
• Share visualizations with Demand Gen, RevOps, and SDR leaders.
• Use “Add to List” to segment stalled accounts for retargeting.
• Embed insights into campaign retros, territory planning, and forecasting models.

Consider this the connective tissue between strategy and execution.

Conclusion: Turn Journey Data Into Strategic Leverage

As a GTM Strategy Lead, your job is to turn funnel noise into focused improvement. With RevSure, you can:

• Benchmark current engagement patterns against historical performance
• Validate hypotheses around awareness and outreach drop-offs
• Identify repeatable behaviors that drive pipeline
• Enable focused action across Marketing, SDRs, and Sales

Journey orchestration is no longer a black box; it’s your map to sustainable growth.

‍