How do you track and manage GTM experiments?
Curious how other founders here handle GTM experimentation in practice.
When you’re running experiments across acquisition, activation, pricing, or distribution, how do you usually track them over time?
Dedicated tools / platforms?
Notion, docs, spreadsheets?
Or mostly ad-hoc + intuition?
I’m especially interested in what’s worked once experiments start piling up and context starts getting lost.
Would love to hear real setups that have held up (or failed).
The first $500 MRR is the hardest milestone because everything is manual and nothing compounds yet. The founders who get through it are usually the ones with conviction about a specific problem rather than a general vision.
What's the specific problem you're most confident about solving?
The setup that's held up for me is a simple log with 5 fields per experiment: hypothesis, metric, baseline, result, and what we actually learned (separate from the result). The "what we learned" field is the one most people skip, and it's the one that matters when context starts getting lost 6 months later.
The trap I've seen a lot: tracking whether an experiment "worked" without capturing why you thought it would work beforehand. Without the hypothesis written down, a failed experiment just looks like a failed experiment. With it, you can sometimes see that the experiment failed because the hypothesis was wrong about user behavior, not because the channel doesn't work — and that's a different decision.
For tooling: a spreadsheet survives longest because it doesn't require buy-in and has zero friction to update. Notion works well for teams who need narrative + data together. The dedicated platforms (Growthbook, etc.) are great but tend to get abandoned when things slow down.
The question that usually breaks the context problem: "If a new team member had to understand what we've tried and why, could they from this doc?" If no, the experiment log isn't doing its job.