Table Table 3 Growth that compounds 6 September 2026

How is GTM efficiency different from MER or ROAS?

Metric	Typical numerator	Typical denominator	Causal boundary
MER	Total revenue	Total marketing spend	Descriptive blended signal
ROAS	Attributed revenue	Ad spend	Depends on attribution and does not prove incrementality
GTM efficiency	Declared output such as contribution	Declared GTM resources	Depends on declared boundary; not causal alone
CAC payback	Gross profit or contribution over time	Acquisition cost	Requires cohort, cost, margin, and maturity rules

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Source: Table from this essay. Sources and interpretation are given in the article.

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What is go-to-market efficiency? The denominator across growth and capacity

Go-to-market efficiency is a declared output-to-resource ratio. Name output, denominator, maturity, and capacity before comparing motions.

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Isoglu, S. (2026). How is GTM efficiency different from MER or ROAS? [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-go-to-market-efficiency-fig04/

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@misc{isoglu-2026-what-is-go-to-market-efficiency-fig04,
  author = {Isoglu, Sinan},
  title = {{How is GTM efficiency different from MER or ROAS?}},
  year = {2026},
  howpublished = {Table 3, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-go-to-market-efficiency-fig04/},
  note = {From the essay {What is go-to-market efficiency? The denominator across growth and capacity}}
}

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