Free Resource · GTM-360

B2B GTM Diagnostic Checklist

24 questions across 6 areas of your revenue system. Check what's true for your business. See where the gaps are.

No email required. Works in the browser. Takes about 10 minutes.

0/24Revenue system needs attention

ICP & Targeting0/4 checked

Your ICP is documented — not just in people's heads — with firmographic, technographic, and behavioural criteria.

Your win rate is higher in one segment than others, and you've adjusted targeting to focus on that segment.

Your 12-month new customer cohort looks similar to your original ICP — not a different persona that came in through inbound or partnership channels.

You've reviewed your churned or at-risk accounts from the last 12 months and updated your ICP to exclude that profile.

Pipeline Quality & Stage Design0/5 checked

Each pipeline stage has written entry criteria that require documented buyer evidence — not seller activity.

A deal cannot advance from Stage 3+ without a documented economic buyer who has confirmed the business problem.

Your 4× pipeline coverage is producing at least 25% win rate on entered pipeline. If not, you've diagnosed why.

Late-stage deal slippage (deals that push from one quarter to the next) is below 20% of commit-stage pipeline.

You can identify which rep or which ICP segment accounts for most of your slippage. It is not randomly distributed.

Forecasting & Revenue Governance0/4 checked

All reps use the same written definition of 'Commit', 'Best Case', and 'Pipeline' — and you can verify this by asking them independently.

Your forecast accuracy (actual vs. forecast at week 1 of quarter) is consistently above 80%.

You use at least two inputs to triangulate the forecast — e.g., pipeline × historical close rate, plus activity data, plus rep commit.

The gap between your Q1 week-1 forecast and your Q1 actual is smaller than it was two years ago.

GTM Alignment0/4 checked

Marketing and sales agree on the ICP definition — using the same words to describe the same buyer, not parallel definitions that don't intersect.

The metrics marketing is measured on align with what makes sales' job easier — not just volume metrics that create friction downstream.

Customer success knows which customer profiles expand vs. churn, and this feeds back into marketing's targeting and sales' qualification.

You have a defined, documented handoff process from marketing to sales (with criteria) and from sales to CS (with context passed).

Revenue Metrics & Signals0/4 checked

You know your win rate by lead source, and at least one source is materially better than others. You're investing proportionally.

You know your average sales cycle by deal size and segment, and you use this to flag deals that are running significantly over time.

Your CRM data quality is high enough that you trust it for decision-making — you don't need to 'go around' the CRM to get the real picture.

Your net revenue retention (NRR) is above 100%, or if below, you have diagnosed the specific customer profile responsible and adjusted your ICP.

GTM Tech & AI Readiness0/3 checked

Every tool in your GTM stack amplifies a specific decision. You can name the decision and the tool.

Before deploying AI in your sales motion, you validated that the ICP, messaging, and stage criteria it operates against are correct.

Your outbound sequences are based on validated messaging — not untested hypotheses amplified by automation.

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