GTM Engine: Understanding the Overview

What This Is

The Overview section of the GTM Engine brings together account progression, marketing planning, predictive insights, workspace health, and business context.

It helps you understand how accounts move through your go-to-market journey, explore potential marketing strategies, identify areas that need attention, and review the information supporting your workspace.

The Overview includes five areas:

• Account Progression: Review account lifecycle stages, recorded movement, and initiative contribution.
• Marketing Simulator: Explore marketing strategies and compare potential outcomes before taking action.
• Probabilities: Examine preliminary forecasts based on recorded workspace history.
• Workspace Health: Review your GTM engine's configuration, supporting evidence, and recommended improvements.
• Workspace Context: Review the business information and data sources used to provide context for your workspace.

When to Use This

Use Overview when you want to:

• Understand where your accounts are in their lifecycle and whether they're advancing.
• Explore different marketing plans, budgets, channels, and assumptions.
• Review available forecasts of account progression.
• Identify gaps in your GTM engine's setup or operating evidence.
• Review and improve the business context available in your workspace.
• Determine which marketing activities or configurations may need attention.

Navigating the Overview

Open GTM Engine > Overview in Propensity.

The Overview opens on Account Progression by default. Use the left sidebar to switch between the available sections.

The sidebar groups Workspace Health and Workspace Context under Workspace, separating these configuration and context tools from account reporting and planning.

Each section serves a different purpose. Account Progression helps you understand recorded activity, Marketing Simulator explores hypothetical scenarios, Probabilities examines historical evidence for forward-looking estimates, and the workspace sections help you review the foundations supporting your GTM engine.

Account Progression

Account Progression helps you understand how accounts move through the buying lifecycle and where additional attention may be needed.

The page combines account-stage information, recorded movement, reporting metrics, and initiative-level observations.

Recommended Actions and Updates

At the top of the page, a carousel displays relevant updates, recommendations, and actions.

Each card includes information about an item that may need your attention and, when applicable, a link to the related area of Propensity.

You can move between available cards using the navigation controls or pause the automatic rotation.

When an eligible recommendation card offers Discuss with Apex, select it to add the card to your editable Apex draft. Review it and select Send when ready. You may also see Dismiss, Snooze for 24 hours, and Not relevant to manage the recommendation. These controls appear only for supported current cards.

Account Progression Metrics

Four cards summarize key account movement metrics:

When supported, the cards also provide comparisons with the previous reporting period.

These metrics depend on recorded lifecycle observations. If sufficient history is unavailable, Propensity displays an unavailable state rather than treating missing information as zero.

Account Lifecycle

The Account progression section displays account distribution and recorded movement across seven lifecycle stages:

1. Target
2. Aware
3. Engaged
4. Marketing Qualified
5. Sales Accepted
6. Opportunity
7. Customer

Account-stage information is based on verified automatic lifecycle observations. Manual stage edits are not included in this reporting view.

Depending on the available data, this section can show:

• Current account counts by stage.
• Accounts with unknown or unclassified stages.
• Recorded advances between stages.
• Stage-to-stage conversion rates.
• Average observed time to advance.
• Average observed time spent in each stage.
• Movement summaries, including advances, regressions, and skipped stages.

When account reporting is available, you may also be able to select supported counts to explore the underlying accounts in Account Results.

The page also provides information about account identity coverage, including records that could not be matched to a unique account. Unresolved records are excluded from the corresponding stage and movement metrics.

Understanding unavailable information

Current stage counts and historical movement are evaluated separately. You may see verified account totals even when progression rates, transitions, or time-in-stage metrics are unavailable.

Initiative Contribution

The Initiative contribution section helps you compare observed account movement across marketing initiatives.

When supporting data is available, the table includes:

• Initiative name.
• Accounts with a verified lifecycle stage.
• Accounts that advanced.
• Progression rate.
• Supporting observation coverage.

This information helps you explore where account advancement has been observed in relation to your initiatives.

However, an account's association with an initiative does not establish that the initiative caused the account to advance. The same account may also appear in more than one initiative.

What Needs Attention

The What needs attention section highlights available evidence and reporting gaps that may require review.

Depending on the available data, this may include unresolved account identities, missing lifecycle observations, or incomplete historical coverage.

Use these insights to understand which parts of your reporting are supported by evidence and where additional information is needed.

Marketing Simulator

The Marketing Simulator lets you explore potential marketing strategies before putting them into action.

You can build a plan, adjust assumptions, and run simulations to examine how different budgets, channels, audiences, and timelines might affect projected outcomes.

Getting Started with Marketing Simulator

Open Marketing Simulator from the Overview sidebar.

You can begin in three ways:

• Recommend a plan: Provide initial planning information and let Apex help you develop a starting plan.
• Describe my plan: Explain the strategy or idea you want to explore.
• Build it myself: Configure your planning inputs manually.

You can review and change the proposed plan before running a simulation.

Configuring Your Plan

Goal

Select the main objective you want your marketing plan to support.

The available options are:

Budget

Enter the amount you want to use as your planning budget.

The initial recommendation form accepts a positive budget amount in USD. Apex uses this input when developing the suggested strategy and its planning assumptions.

Timeframe

Select the period you want your marketing plan to cover.

The available options are:

• 3 months
• 6 months
• 12 months
• 24 months

Use available workspace context

This checkbox is selected by default.

When enabled, the recommendation can incorporate relevant workspace context that is available and permitted for use.

You can clear the checkbox if you want to develop a starting plan without using available workspace context.

Generating Your Recommended Plan

After entering your inputs, select Recommend my plan.

Apex helps create a starting strategy based on the information you provided and the workspace context available for the request.

You can review the proposed plan and change its details before running a simulation.

The initial recommendation is a starting point, not a completed forecast or a launched marketing campaign.

Suggested costs, conversion rates, and other assumptions should be reviewed before you rely on them. They are planning inputs unless their supporting sources have been verified.

Running and Reviewing a Simulation

After your plan is ready, select Run simulation to calculate results using the current inputs.

After running a simulation, you can explore three views:

• Account progression: Explore projected movement through the account lifecycle.
• Funnel & financials: Examine potential marketing funnel and financial outcomes.
• Geography: Review how projected results relate to geographic allocations.

The Simulator also provides timeline playback controls to explore how projected outcomes develop throughout the plan.

These results represent scenario-based planning estimates, not actual campaign performance or guaranteed future results.

Saving and Comparing Simulations

You can save plans, review previous simulation runs, and compare two saved simulations.

This is useful when evaluating different strategies, such as comparing channel allocations or exploring how a different budget could affect projected outcomes.

Saving a plan does not run a new calculation. If you change inputs after a simulation, select Run simulation again to calculate results for the updated strategy.

The Simulator also includes Apex-assisted planning and an explicit Build Draft action that can prepare an inactive campaign draft from a selected simulation. Creating a draft does not launch a campaign.

Probabilities

The Probabilities section provides forward-looking estimates based on recorded historical information from your workspace.

It is designed to help you explore whether accounts may advance to later lifecycle stages within a selected timeframe.

Unlike the Marketing Simulator, which evaluates hypothetical plans and assumptions, Probabilities uses available historical observations to calculate preliminary estimates.

Forecast Timeframes

Open Probabilities from the Overview sidebar.

Select a forecast horizon of:

• 30 days
• 60 days
• 90 days

When sufficient historical evidence is available, Propensity can calculate estimates for supported account progression outcomes within the selected timeframe.

Understanding the Probabilities Tabs

The section includes five tabs:

Forecasts

Provides an overview of available estimates, including account-stage progression, supported outcome information, and calculation status.

Campaigns

Allows you to review available forecasts associated with campaigns and accounts. Supported filters help narrow the results by account, campaign or initiative, and target stage.

Accounts

Provides an account-level outlook based on supported campaign forecasts. Where multiple campaigns are involved, the displayed bounds reflect uncertainty about their combined effects rather than validated confidence intervals.

Evidence

Explains the historical observations and limitations supporting a calculation. This section is particularly useful for understanding why an estimate is available or why additional data is required.

History

Displays saved forecast calculations, including their calculation dates, results, and model versions.

Creating and Refreshing Forecasts

Select Create forecast when no calculation has been saved, or Refresh forecasts to request a new calculation when appropriate.

Forecast generation is an explicit action. The page displays the status of pending or completed calculations and provides a way to check the current status.

If the required observations are incomplete, a forecast may show Insufficient evidence or another unavailable state.

The available estimates are preliminary and are not validated guarantees of future outcomes. Some outcomes, including opportunity creation, require additional historical evidence and may remain unavailable.

Probabilities does not automatically change lifecycle stages, qualify accounts, route accounts, or update probability fields in your CRM.

Workspace Health

Workspace Health helps you understand how your GTM engine is configured and whether the platform has enough evidence to assess different areas of the workspace.

This area builds on the existing Engine Health functionality and is now accessible through the updated Overview navigation.

It distinguishes between having a capability configured and having evidence that the capability is operating as expected.

Engine Setup

Engine Setup provides a checklist covering important parts of your GTM engine, including workspace foundations, data sources, audience configuration, scoring, activation, validation, seller handoff, and measurement.

Each area can display its current assessment status and available supporting evidence.

Use the checklist to identify missing configurations or areas that have not yet been fully evaluated.

Where available, you can expand an item to review its recommended next step or navigate to the relevant configuration area.

Engine Optimization

Engine Optimization provides a broader assessment of the engine's current state.

It brings together stage-level evidence, areas that require attention, and recommendations for improving the workspace's setup or operations.

You can explore supporting insights, evidence, and stage-level details to understand why a particular assessment was produced.

A positive setup status does not necessarily mean a capability is delivering successful marketing results. Workspace Health describes available configuration and operating evidence rather than guaranteeing performance.

Workspace Context

Workspace Context helps you manage the business information and supporting sources that Propensity AI can use to understand your workspace.

It includes four sections:

• Context Matrix: Review connected systems, available context, and quality assessments
• Additional Context: Add supporting business information through files, text, and public links
• Understanding: Review what Propensity has learned from selected sources, including supporting evidence and information gaps
• Activate: Approve reviewed context for use in Propensity AI conversations

For more information, see How to Use Workspace Context

Important Notes

• Marketing Simulator and Probabilities are separate tools. Saving or running a marketing simulation does not automatically create a probability forecast. Each tool uses its own inputs, calculations, and saved results