The GTM Execution Diagnostic

Answer each question with documented evidence — not gut feel. A question that makes you uncomfortable is more valuable than one that confirms what you already believe. Score one point for each genuine yes.

E — Evaluate

Can every member of your revenue team describe your ICP in the same terms and agree on whether a specific prospect qualifies?

Do you have documented evidence — from win-loss interviews or buyer research — for why your best customers chose you?

Is your positioning distinct from your three closest competitors in the specific terms that matter to your ICP?

A — Architect

Can your CRM produce pipeline generated by channel and campaign, going back 12 months, with a high level of accuracy?

Is there a documented Sales Accepted Lead definition that sales and marketing have both agreed to and apply consistently?

Do you know your customer acquisition cost by channel, updated at least quarterly?

S — Ship

Is at least 20% of your marketing budget allocated to demand creation — building intent in buyers not yet actively searching?

Are sales and marketing running from the same account intelligence for your top-20 target accounts?

Can you attribute a specific campaign or piece of content to at least three deals closed in the last six months?

Y — Yield

Does your monthly marketing report lead with pipeline generated and influenced — not MQL volume or campaign metrics?

Are investment decisions for next quarter based on documented ROI from this quarter, not on what was done last quarter?

Has any channel budget been reduced in the last six months based on performance data rather than internal advocacy?

How to interpret your score

10 – 12

Strong

GTM infrastructure is solid. The priority is optimisation, not rebuild.

7 – 9

Gaps present

Material gaps in one or two phases. A targeted audit identifies the highest-leverage fixes.

4 – 6

Structural issues

Multiple gaps across phases. A full GTM architecture review should precede further spend.

0 – 3

Rebuild required

The current motion is unlikely to produce the results the business requires. Start with an E-A-S-Y Audit.