Score your GTM.

How clearly have you defined the market you sell into?

0: Not defined - we sell to anyone interested. · 4: Written market definition the team uses to qualify opportunities.

Do you know how big your market is and how fast it's growing?

0: No idea - never sized it. · 4: Bottom-up TAM/SAM with a clear growth rate we revisit.

Do you know who you actually compete with - including 'do nothing' and spreadsheets?

0: Not really - we hear competitor names ad hoc. · 4: Mapped competitors + substitutes + status quo, with our edge vs each.

How precisely is your Ideal Customer Profile defined?

0: No ICP - anyone who'll pay. · 4: Written ICP: industry, size, role, tech, behaviour signals.

Do you know what events signal a buyer is ready to buy?

0: No - we just outreach broadly. · 4: Documented trigger list feeding outbound and prioritisation.

How consistently does the team walk away from non-ICP deals?

0: We take every deal we can get. · 4: We disqualify non-ICP weekly and track the win-rate gap.

Is it clear what makes you different from the alternatives?

0: We sound like everyone else. · 4: One sharp positioning statement the whole team uses.

Can customers explain your value in their own words?

0: They can't - or they get it wrong. · 4: Most customers parrot our positioning back unprompted.

Do you have proof - case studies, ROI numbers, references - for the value you promise?

0: No proof beyond logos. · 4: Quantified case studies, references, ROI data per use case.

Does your messaging use the words your buyers actually use?

0: It's internal jargon / feature-speak. · 4: Messaging is built from buyer interviews and call recordings.

Have you tested your messaging in live calls or outbound?

0: Never tested - written once, left alone. · 4: We test messaging in outbound + calls and iterate monthly.

Do your website, sales deck, and outbound say the same thing?

0: They all say different things. · 4: Tight alignment across site, deck, outbound, demo.

Is your go-to-market motion (sales-led, PLG, hybrid) clearly defined?

0: We're trying everything at once. · 4: Primary motion is documented with clear stage gates.

Is the path from first touch to closed-won repeatable?

0: Every deal is a one-off. · 4: Reps can repeat the motion without founder help.

Do marketing, sales, and CS hand off cleanly?

0: Leads and customers fall through the cracks. · 4: Documented handoffs with SLAs and shared context.

Do you have enough pipeline to hit your target?

0: No idea what coverage we have. · 4: 3x+ coverage tracked weekly against quota.

Can you predict how much pipeline each channel will produce?

0: Pipeline is feast-or-famine. · 4: Each channel has known conversion + cost + lead time.

Is your CRM trustworthy - stages, next steps, close dates?

0: CRM is a graveyard. · 4: Clean CRM with enforced stage definitions and next steps.

Is your discovery and qualification structured?

0: Reps wing it on every call. · 4: Discovery framework (MEDDIC/SPICED/etc.) used on every deal.

Do you reach multiple stakeholders inside the buying account?

0: We rely on one champion and hope. · 4: We map and engage economic buyer + champion + users on every deal.

Do you control next steps with a clear close plan?

0: No - deals drift and 'go dark'. · 4: Mutual close plan shared with the buyer on every active deal.

Are your sales playbooks and enablement written down?

0: Nothing written - it lives in founders' heads. · 4: Current playbooks + onboarding new reps use day one.

Do you measure and improve how fast new reps reach quota?

0: We don't track ramp. · 4: Ramp is measured, benchmarked, and improving cohort over cohort.

Is your GTM plan connected to your capital and hiring plan?

0: GTM and finance plan separately. · 4: GTM model drives hiring + cash plan with shared assumptions.