Most go-to-market (GTM) teams might operate with a compass, steering them in the general right direction. Only with unified analytics do they gain a map—revealing exactly where they are, what terrain they’ve crossed, and where obstacles lie ahead.
While 89% of organizations say analytics is essential for innovation, only about a quarter truly operate in a data‑driven way. Despite growing access to insights, many organizations still struggle to connect insight to action—and it’s costing them in the form of missed opportunities and lost revenue.
With Highspot, you have an abundance of data at your fingertips—bringing together insights on your content, guidance, engagement, training, and coaching efforts. The key is just knowing how to use it to your advantage. Thanks to Scorecards and Reports, powered by Nexus™, understanding your data—and acting on it—has been radically simplified.
Here are a few tips for leveraging Highspot Analytics, so every go-to-market team can make smarter decisions that enhance execution and accelerate business outcomes.
Monitor content performance to maximize ROI
Marketing plays a critical role in the GTM organization—developing impactful content that drives demand, helps reps close deals, and supports customer retention and expansion. But how can marketing teams know which content is truly delivering these results? It’s an important question that many still struggle to answer.
That’s where Highspot’s Content Reports and Scorecards come in. The Content Scorecard compiles data on how your content is used, engaged with, and governed, as well as how it drives business outcomes—all in one comprehensive view. For a more focused view of a specific content asset, the Item Scorecard enables you to track how an individual content item is performing internally and externally.
Sometimes, teams need a deeper look into the higher-level metrics surfaced in the Scorecard. Reports provide that double click—allowing you to stack rank assets by performance and filter views to focus on what matters to your team. By gaining insight into how content is performing, marketing teams can make content investments that drive real business impact—and stop guessing what works.
TIP: Use the Content Scorecard to assess performance, keep assets up-to-date, and ensure new content created delivers business outcomes. Customers who use the Content Scorecard see a 25% improvement in content governance and experience an 18% increase in content views.

Reinforce the right rep behaviors and drive more impact
Too often, go-to-market teams don’t have visibility into how their programs are landing with reps—or how they’re impacting business outcomes. Before Highspot, 55% of enablement leaders struggled with a lack of insights into rep behaviors. This poses a challenge for enablement teams trying to prove the impact of their programs on business performance.
With Highspot Scorecards, teams can finally connect enablement activities—like content usage, training completion, and Sales Play views—to rep behaviors that drive performance, so they can double down on what works and quickly course-correct what doesn’t. For instance, the Play Scorecard reveals how sales guidance is being adopted and resonating with reps. You can track how many reps are engaging with a Play, using the right content, completing relevant training, and applying guidance in the field.
Instead of guessing how your strategy resonates with reps, give yourself a clear, real-time view of what’s working and what’s not—empowering you to make informed decisions and reassess your approach as needed.
TIP: Leverage the Play Scorecard to evaluate how your guidance around a new GTM initiative influences rep behavior and impacts business outcomes. When customers use the Play Scorecard to validate that reps are interacting with the materials in a play, they experience 12% higher buyer engagement.

Maintain a holistic view of GTM performance
One of the biggest barriers preventing organizations from leveraging their data in meaningful ways is that it’s often fragmented and living in siloed tools across GTM teams. In fact, 47 % of revenue operations leaders cite data integration across systems as a top data-quality issue, limiting their ability to extract valuable insights.
Beyond data quality, fragmented analytics also makes it difficult to understand how GTM initiatives are performing—yet that visibility is key to track progress, measure impact, and keep teams aligned. The Initiative Scorecard changes the game for understanding and scaling GTM performance. It allows teams to track leading indicators of success—related to enablement programs and rep activities—alongside lagging indicators tied to business outcomes.
With a cohesive, data-driven view of initiative performance, organizations can stop what isn’t working and scale what drives results—enabling faster decisions, stronger alignment across teams, and streamlined execution.
TIP: Utilize the Initiative Scorecard to define, execute, and continuously optimize your GTM initiatives. Customers who also leverage Highspot for training and coaching gain even deeper insights that help tell a holistic narrative about their GTM initiative performance. In fact, organizations that use a unified platform for their enablement efforts are 28% more likely to confidently measure the performance of their go-to-market initiatives.

Steer your GTM strategy with real-time insight
With a unified data model, supercharged by Nexus™, data becomes a catalyst, not a constraint. In fact, 38% of enablement leaders say Highspot allows them to surface strategic insights faster, empowering them to act with greater clarity and speed.
Rather than navigating your GTM strategy with a compass, give yourself a map. Highspot Analytics provide teams with real-time visibility into what’s working, what isn’t, and where to focus next. With the right data, unified and actionable, GTM teams can move beyond gut instinct and make smarter, faster decisions that drive measurable impact.
This blog post is part of Highspot’s research-backed blog series, Highspot Insights. With the help of our research teams, we provide data-driven best practices for sales enablement. If you have a topic you’d like to learn more about, please let us know. We’d love to hear from you.