GTM Audit Framework

Domain A tests whether you know who you are selling to, why you win, and whether your market understanding is based on evidence or assumption. Five items, 4 points each: (A1) ICP specificity — 4 points if ICP is defined to list-buildable criteria validated by revenue data; 2 points if documented but not revenue-validated; 0 if it's 'mid-market companies.' (A2) Differentiated positioning — 4 points if your one-sentence value prop cannot apply to your top 3 competitors; 2 points if it's differentiated but not tested with buyers; 0 if it's generic. (A3) Win/loss rigor — 4 points if you've conducted 20+ structured win/loss interviews in the last 6 months; 2 points if 5-19 interviews; 0 if loss reasons come from rep opinions only. (A4) Pricing rationale — 4 points if pricing maps to a documented value metric with buyer validation; 2 points if rationale exists but not validated; 0 if pricing is cost-plus or competitor-anchored only. (A5) Category narrative — 4 points if you have a documented category narrative that sales uses consistently; 2 points if it exists but is not operationalized; 0 if there is no narrative.

Domain B tests whether your demand generation function produces predictable pipeline at measurable unit economics. Five items, 4 points each: (B1) Channel concentration risk — 4 points if no single channel produces more than 60% of pipeline; 2 points if 61-80%; 0 if over 80%. (B2) CAC by channel — 4 points if CAC is tracked by channel with fully-loaded costs updated quarterly; 2 points if tracked but not fully-loaded; 0 if only blended CAC is known. (B3) Pipeline coverage discipline — 4 points if 3x pipeline coverage is maintained and there is an active process to generate more when it drops; 2 points if monitored but no response process; 0 if not tracked. (B4) Inbound vs outbound balance — 4 points if neither inbound nor outbound is over 75% of pipeline (balanced motion); 2 points if one is 75-90%; 0 if 90%+ from one source. (B5) Content-to-pipeline attribution — 4 points if content contribution to pipeline is measured with clear attribution; 2 points if partially measured; 0 if not measured.

Domain C tests whether sales execution is process-driven or talent-dependent. Five items, 4 points each: (C1) Playbook adherence — 4 points if sales playbook exists, is current, and rep adherence is measured; 2 points if playbook exists but adherence is not tracked; 0 if no playbook. (C2) Qualification rigor — 4 points if a qualification framework (MEDDIC or equivalent) is used on all deals over $10k and deal scores are tracked; 2 points if framework exists but is inconsistently applied; 0 if qualification is ad hoc. (C3) Multi-threading — 4 points if multi-threading (3+ active contacts per enterprise deal) is measured and coached; 2 points if it is a stated expectation but not measured; 0 if not tracked. (C4) Forecast accuracy — 4 points if weekly forecast is within 15% of actual at 30-day horizon for last 3 quarters; 2 points if within 25%; 0 if over 25% variance. (C5) Ramp efficiency — 4 points if new AE ramp to full quota is under 4 months and is tracked; 2 points if tracked but ramp is 4-6 months; 0 if over 6 months or not tracked.

Domain D tests the quality of your measurement infrastructure and whether it enables fast, confident decision-making. Five items, 4 points each: (D1) CRM data quality — 4 points if CRM completeness on required fields is above 90% and is measured weekly; 2 points if above 75%; 0 if below 75% or not measured. (D2) Funnel visibility — 4 points if conversion rates at every funnel stage are tracked by source and reviewed monthly; 2 points if tracked but not by source; 0 if any stage conversion is unknown. (D3) Revenue metrics completeness — 4 points if ARR, NRR, CAC, LTV, payback period, and pipeline coverage are all calculated and current; 2 points if 4-5 of 6 are current; 0 if fewer than 4. (D4) Attribution model — 4 points if marketing attribution model is documented, agreed upon by sales and marketing, and consistently applied; 2 points if model exists but is disputed; 0 if no attribution model. (D5) Decision speed — 4 points if leadership can answer the 10 key GTM questions within 5 minutes using live dashboards; 2 points if answers take up to an hour; 0 if answers require building an ad hoc analysis.

Domain E tests whether your post-sale function is protecting and growing the ARR you have acquired. Five items, 2 points each: (E1) NRR is above 110% — the benchmark for a healthy B2B SaaS business at Series A/B. (E2) Onboarding is documented — new customers follow a written process in the first 30 days with clear success milestones. (E3) Health scoring exists — accounts are proactively monitored for churn risk signals before the renewal conversation. (E4) Expansion motion is defined — CS has a documented playbook for identifying and pursuing upsell opportunities. (E5) Churn post-mortems happen — every churned account has a documented reason that feeds back to product and sales.

Domain F tests whether your GTM team has the skills, tools, and information to execute at the level the strategy requires. Five items, 2 points each: (F1) Headcount matches strategy — you have the right roles for your motion (PLG companies are over-hiring AEs; sales-led companies are under-investing in sales engineers). (F2) Onboarding program exists — new GTM hires have a structured 90-day ramp program, not 'shadow for two weeks then figure it out.' (F3) Tool stack is rationalized — you can name every GTM tool you pay for and justify each one's ROI; there is no tool doing the same job as another tool. (F4) Competitive intelligence is available — all reps have access to a current competitive brief and know how to use it. (F5) Coaching cadence is active — managers conduct structured deal reviews and call coaching weekly, not only when a deal is at risk.

GTM Audit Workbook: the full 100-point scorecard in spreadsheet format with scoring rubric, maturity tier mapping (Foundational/Developing/Functional/Optimizing), and a prioritized remediation plan template that orders interventions by revenue impact per dollar invested.