The GTM Scorecard
Score your go-to-market in 2 minutes.
Ten questions across the five challenges every founder-led firm runs into. You'll get an instant score, a read on where your growth is leaking, and the first fix. No cost, no call required.
- 01
We have a written, specific definition of our ideal customer, not “anyone who needs what we do.”
- 02
We know who's on the buying team and what actually drives each of them to buy.
- 03
Our offer and pricing are packaged and consistent, not reinvented for every deal.
- 04
Our messaging speaks to why our ideal customer buys, not just what we do.
- 05
We have a named list of the accounts we want to win, with contact details (a “Dream 100”).
- 06
We know where our buyers gather, online and offline, and we show up there.
- 07
Our ideal customers would find us if they searched, on Google and on AI (ChatGPT / Perplexity).
- 08
Our website and online presence reflect the quality of the work we actually do.
- 09
We can trace new business to a specific source, not just “word of mouth.”
- 10
We have target numbers for leads, meetings and pipeline, and we track against them.
Answer all 10 to see your score.
The five challenges of go-to-market
Every founder-led firm that grew on word-of-mouth leaks growth in the same five places. The scorecard measures each one.
Market knowledge
You're selling to a blur. If you can't name exactly who you're for and what makes them buy, everything after this is a guess, and you pay for the guess in wasted spend and slow deals. Fix the target, and the whole engine gets cheaper to run.
- We have a written, specific definition of our ideal customer, not “anyone who needs what we do.”
- We know who's on the buying team and what actually drives each of them to buy.
Proposition
You've got the goods; the offer and message aren't landing. When your pitch is 'what we do' instead of 'why it matters to them,' buyers can't tell you apart from the next firm. That's a positioning problem, not an effort problem.
- Our offer and pricing are packaged and consistent, not reinvented for every deal.
- Our messaging speaks to why our ideal customer buys, not just what we do.
Engagement
You know your buyers exist, you just haven't built a way to reach them on purpose. No named list, no repeatable route in. That's why new business still feels like waiting for the phone to ring.
- We have a named list of the accounts we want to win, with contact details (a “Dream 100”).
- We know where our buyers gather, online and offline, and we show up there.
Visibility
If your buyers can't find you, on Google or when they ask AI, you're invisible at the exact moment they're looking. Word of mouth got you here. It won't put you in the room when someone is actively searching for what you do.
- Our ideal customers would find us if they searched, on Google and on AI (ChatGPT / Perplexity).
- Our website and online presence reflect the quality of the work we actually do.
Metrics & measures
You can't improve what you can't see. If new business traces back to 'someone passed our name on,' you've got no dials to turn. The moment you can attribute a lead to a source, growth stops being luck.
- We can trace new business to a specific source, not just “word of mouth.”
- We have target numbers for leads, meetings and pipeline, and we track against them.