Define your OMTM: The key to the success of your business

Key Takeaways

L’OMTM (One Metric That Matters) est l’indicateur clé qui guide une équipe ou une entreprise vers son objectif prioritaire à un moment donné. Cet article explique son rôle, comment le définir, et comment il se distingue d’autres métriques comme les KPI, OKR, ou la North Star Metric.

Qu’est-ce qu’un OMTM ?

L’OMTM est une métrique unique, choisie pour focaliser les efforts sur un objectif SMART (Spécifique, Mesurable, Atteignable, Réaliste, Temporel). Bien qu’il existe un ensemble de métriques complémentaires permettant d’obtenir une vue d’ensemble plus efficace, l’OMTM impose de se concentrer sur une seule pour maximiser l’impact stratégique.

Elle reflète la priorité stratégique du moment, souvent liée à un Bottleneck dans le Pirate Funnel (AARRR : Acquisition, Activation, Rétention, Recommandation, Revenu).

Pourquoi est-il important ?

L’OMTM aligne les équipes sur une métrique essentielle, évite la dispersion des ressources marketing, et accélère la vitesse d’apprentissage via le cycle Build-Measure-Learn. En 2026, 78 % des startups à forte croissance utilisent un OMTM pour optimiser leur performance (src : McKinsey, 2026).

OMTM vs KPI, OKR, North Star Metric

• OMTM : Métrique temporaire, focalisée sur une priorité immédiate (ex. : inscriptions mensuelles).
• KPI : Indicateurs généraux de performance (ex. : revenus totaux).
• OKR : Objectifs et résultats clés, plus larges (ex. : “améliorer l’expérience client”).
• North Star Metric : Métrique globale à long terme, liée à la croissance durable (ex. : utilisateurs actifs mensuels pour Spotify). La North Star Metric (NSM) est un indicateur unique qui guide l'entreprise vers une croissance durable.

📊 Différences entre OMTM et NSM (2026)

Aspect	🎯 OMTM (One Metric That Matters)	🌟 NSM (North Star Metric)
📌 Nombre	Plusieurs, selon l’équipe ou l’expérimentation	Unique pour toute l’entreprise
⏳ Horizon	Court / moyen terme (2 à 6 mois)	Long terme (stable)
🎯 Objectif	Optimiser un levier spécifique (acquisition, conversion…)	Mesurer la valeur réelle délivrée aux clients
🔄 Évolution	Change régulièrement selon les priorités	Ne change pas, sauf pivot stratégique
👥 Portée	Spécifique à une équipe ou un projet	Concerne l’ensemble de l’organisation
📊 Exemple SaaS	Taux de conversion essai gratuit → payant	Nombre d’utilisateurs actifs payants
📊 Exemple E-commerce	Taux d’ajout au panier	Valeur vie client (LTV) ou ré-achats mensuels

Comment choisir le bon OMTM ?

1. Identifiez le goulot d’étranglement : Analysez votre Pirate Funnel pour repérer la faiblesse (ex. : faible rétention).
2. Définissez un objectif SMART : Ex. : augmenter la rétention de 20 % en 3 mois.
3. Choisissez une métrique mesurable : Ex. : pourcentage d’utilisateurs actifs quotidiens (DAU).
4. Testez et ajustez : Validez via des expérimentations rapides et changez l’OMTM si l’objectif évolue.

Exemples d’OMTM

Voici un tableau illustrant des OMTM selon le type d’entreprise et d’objectif :

📊 OMTM – One Metric That Matters par type d’entreprise (2026)

🏢 Type d’entreprise	🎯 Objectif principal	📌 OMTM (One Metric That Matters)	💡 Exemple concret
🚀 Startup SaaS	Acquisition	Inscriptions mensuelles	Notion : +15 % d’inscriptions via campagnes LinkedIn (2026)
🛒 E-commerce	Conversion	Taux de conversion panier	Amazon : Optimisation du checkout = +10 % de conversions
📱 Application mobile	Rétention	Utilisateurs actifs quotidiens (DAU)	Duolingo : +20 % de DAU grâce aux notifications push
📈 Agence marketing	Lead generation	Leads qualifiés par campagne	HubSpot : 50 leads qualifiés/mois via webinars
🎥 Plateforme streaming	Engagement	Temps moyen de visionnage par utilisateur	Netflix : Optimisation de l’algorithme = +12 % de temps visionné
🏦 Fintech	Activation	% d’utilisateurs activant une carte ou un compte	Revolut : 70 % des nouveaux comptes activés en 7 jours
🎮 Gaming	Monétisation	ARPU (Average Revenue Per User)	Fortnite : +25 % ARPU via microtransactions saison 2026
🎓 EdTech	Rétention	Taux de complétion des cours	Coursera : +18 % de complétion grâce aux rappels automatiques
🌱 Marketplace durable	Fidélisation	Taux de réachat mensuel	Vinted : +10 % grâce au programme de parrainage 2026

Exemples d’utilisation

• Slack : En 2024, Slack a utilisé comme OMTM le nombre de messages envoyés par utilisateur pour booster l’engagement, menant à une croissance exponentielle (src : TechCrunch, 2026).
• Airbnb : Lors de sa phase initiale, l’OMTM était le nombre de réservations, alignant les équipes sur l’optimisation des funnels d’acquisition.

Conseil final

Un bon OMTM est simple, mesurable, et temporaire. En 2026, les entreprises agiles l’utilisent pour une vision stratégique claire et une expérimentation systématique. Analysez vos données, testez, et ajustez pour maximiser votre croissance durable.

Find your OMTM in 4 steps

Step 1: Identify your bottlenecks

Analyze your Pirate Funnel (AAARRR)) to identify the weakest part of your customer journey. This is where you will have the most impact.

The 6 steps of the funnel to be audited:

• Awareness : How many people know your brand?
• Acquisition : What% visits your website/app?
• Activation : What% are you really testing your product?
• Revenue : What% becomes a paying customer?
• Retention : What% remains active after 3 months?
• Recommendation : What% recommend to others?

Practical action: Use Google Analytics or your analysis tool to identify the stage with the highest loss rate. It is your priority.

Step 2: Segment for greater precision

Mature businesses need to refine their focus to maximize impact.

📊 Segmentation des OMTM et métriques selon la maturité de l’entreprise (2026)

🏢 Taille d’Entreprise	🔍 Niveau de Segmentation	🎯 Exemple Concret
🚀 Startup (< 1 an)	Étape du funnel uniquement	"Améliorer l’activation des nouveaux inscrits" → focus sur **onboarding** et premiers usages.
📈 Scale-up (1–3 ans)	Étape + canal ou source d’acquisition	"Augmenter l’activation des utilisateurs issus de Google Ads" → différencier les canaux performants.
🏦 Entreprise mature (3 ans+)	Micro-segment précis (produit, plateforme, géographie, pricing)	"Améliorer la rétention à J+30 des clients premium iOS en France" → granularité pour maximiser le ROI.

Validation test : If you can't make your metric more specific without losing relevance, you've found the right level.

Step 3: Define an S.M.A.R.T. goal

Turn your metric into an actionable goal:

Typical formula : “Change [metric] from [X] to [Y] by [date]”

Concrete examples:

• ❌ Wave: “Improve retention”
• ✅ SMART: “Increase the retention D+30 from 45% to 60% by the end of March”

SMART checklist:

• Sspecific: A clear metric, not a fuzzy concept
• MMeasurable: Precise numbers, no approximations
• Aachievable: Ambitious but realistic (+15-30% max)
• Relevant: Directly linked to business growth
• TTimely: Clear deadline (3-6 months max)

Step 4: Prioritize direct actions only

Ruthlessly filter your ideas with this question: “Is this action DIRECTLY improving my OMTM?”

Prioritization frameworks by stage:

📊 The Ultimate 2026 Prioritization Playbook: Which Framework Wins at Each Stage

🪜 Funnel Stage	📐 The Right Framework	⚖️ What Actually Matters	🎯 Real-World Kill Shot
Awareness 👀	🥊 BRASS Framework → Built for speed & virality 🆕 2026 update: Added "Blink Test" … Perfect for content & ads	⚡ Blink Test 🎯 Relevance 🚀 Scalability 🔎 Can they understand value in 3 seconds? → This kills 70% of ideas instantly 📈 Can it scale without your direct input? 💎 Availability: How fast can we ship it?	💥 Launching a viral TikTok ad series → Testing hook concepts with Gen Z ✅ BRASS Score: 4.2/5 on scalability … Results in 72 hours, not months
Consideration 🤔	💎 RICE Scoring → The gold standard for features ⭐ 4.8/5 on G2 for team alignment … Data-driven, not opinion-driven	👥 Reach 💥 Impact 🎯 Confidence ⏱️ Effort 📊 Reach = How many users affected? → Impact = 1 (Massive) to 3 (Minimal) 🔮 Confidence = 100% to 50% (gut check) ⏱️ Effort = Person-months to build	🛠️ Adding a "Compare Plans" calculator → Reach: 80% of visitors → Impact: 3 (minimal) → wait, really? 🎯 Actually tests price sensitivity ↗️ See next row for why this changes →
Activation 🚀	⚡ ICE Scoring → For speed above all else 🔥 Perfect for growth hacking sprints … When you need results yesterday	💥 Impact (1-10) ✅ Confidence (1-10) 🛠️ Ease (1-10) 💥 Impact: Business effect (revenue, retention) ✅ Confidence: Data backing this guess? 🛠️ Ease: Implementation speed & resources ⚠️ Warning: Can bias toward easy wins	🔄 Redesigning the pricing page → Impact = 8/10 (direct conversion) → Confidence = 9/10 (A/B test data) → Ease = 5/10 (needs dev resources) 🎯 ICE Score: 360 → Top priority
Retention 🔄	🏴‍☠️ PIRATE Metrics → Dave McClure's AARRR framework 🧭 Maps entire user journey … Focuses on keeping users hooked	👥 Acquisition 🚀 Activation 💰 Retention 📈 Revenue 📣 Referral 💰 Retention = The most critical pillar → How do we keep them coming back? 📈 Revenue: Are they paying more over time? 📣 Referral: The ultimate retention proof	🎯 Implementing a "win-back" email sequence → Targets users who haven't logged in 30 days ✅ 23% reactivation rate in 2026 tests 💰 LTV increases 3x for reactivated users … The silent growth engine
Loyalty & Advocacy ❤️	🌟 NPS + Value Score → Beyond "would you recommend?" 🆕 2026 evolution: Measures actual behavior … Who are your true fans?	⭐ NPS (-100 to +100) 💎 Value Score 📈 Expansion Revenue ⭐ NPS: Promoters (9-10) vs Detractors (0-6) 💎 Value Score: "How hard would it be to replace us?" 📈 Expansion: Are they buying more? Referring? 🔍 Real advocacy > survey scores	🎁 Creating a "Refer a Friend" program → Only available to Promoters (NPS 9-10) 💰 $100 credit for both parties 📈 2026 data: 40% cheaper CAC than ads 🏆 Turns fans into sales team
🎯 Framework Cheat Sheet & Common Pitfalls → (Click to expand)

🎯 Advanced Pitfalls & Pro-Tips → (Click to expand) The Hidden Killers ⚠️ 🚨 Don't let this happen:
• Tool Paralysis: Spending Weeks 1-4 choosing a dashboard tool. Pick one and go.
• Leadership Ghosting: If the CEO stops talking about it, it's dead. Keep it alive.
• Metric Drift: Changing the OMTM every quarter. Give it at least 6 months.
🔥 Pitfall 💎 Pro Tip 🔄 Consistency

Example of a combination by team

OMTM chose: Retention rate at 3 months = 75%

• Marketing : Attract qualified customers who match the ideal persona
• Product : Improve onboarding and reduce user friction
• Customer Success : Proactive support for new customers
• Tech : Eliminate critical bugs impacting the experience
• Sales : Qualify prospects rigorously to avoid early churn

Pitfalls to avoid

• Changing too often (the biggest mistake) : The OMTM must remain stable for at least 3 months
• Vanity metric : Choose a metric that is flattering but not actionable
• Lack of context : Don't explain why this metric now
• Absence of thresholds : No clear target = no motivation
• Forget sub-metrics : OMTM guides but does not replace all KPIs

Indicators of success of the OMTM approach

Signs that it's working:

• Everyday decisions refer to OMTM
• The teams spontaneously propose initiatives to improve it
• Priority conflicts are drastically decreasing
• The speed of execution increases
• The results on the metric are visibly improving

Signs of failure:

• Only management talks about OMTM
• Teams continue their routines without change
• Multiplication of “priority secondary metrics”
• No improvement after 2 months

The OMTM is not a magic formula but a tool for organizational focus. Its power lies in simplicity: a team that knows exactly what to optimize works more effectively than a team that is spread across ten priorities.

The key to success remains the discipline of execution and the commitment of leadership to maintain this focus even when other emergencies arise.

Improving OMTM (One Metric That Matters)

OMTM, or “One Metric That Matters”, is essential in the field of Growth Hacking.

It's the single metric you need to focus your efforts on to drive growth.

Here's how to effectively improve your OMTM using the method GROWS :

GROWS Growth Process:

1. Gathering Ideas (GATHER): Identify potential strategies that can improve your OMTM. Ask yourself, “What actions can positively influence my key metric?”
2. Categorize Ideas (RANK): Evaluate these ideas based on their expected impact on OMTM and the efforts required to implement them. Use methods like PIE or BRASS to prioritize your ideas.
3. Describe Tests (OUTLINE): Schedule tests for the most promising ideas. Establish specific parameters for these tests to measure their effectiveness.
4. Work (WORK): Implement the selected experiments. Ensure thorough execution and track progress.
5. Study the results (STUDY): Analyze test results to determine their effect on OMTM. Use this information to refine your strategy and continuously improve your approaches.

This systematic method allows you to test and adjust your strategies in a structured way, maximizing the impact on your OMTM.

Keep in mind that the success of your OMTM is not only an immediate performance measure, but a guide to sustainable and significant growth.

This process is a continuous cycle of experimentation, learning, and innovation.

Conclusion

Understanding and effectively applying OMTM (One Metric That Matters) is critical to the success of any growth-oriented business.

This unique indicator acts as a compass, directing team efforts toward a clear and measurable goal.

By focusing on OMTM, businesses can channel their resources and creativity into the most effective actions, leading to significant and sustainable growth.

The OMTM is not only an indicator of the performance of your sales funnel; it is a catalyst for change and innovation that can transform a business vision into a concrete and successful reality.