Know what to fix first, before you buy more activity.

Most GTM problems are not performance or scaling problems. They come from foundational gaps in alignment, orchestration and ownership of outcomes, and they surface as questions every function answers differently:

  • Why is pipeline up and revenue flat?
  • Why does each function describe a different customer?
  • Why is there no confidence in the FY27 number?

Built on the Sell into Signals™ methodology, the GTM Audit measures how well your marketing and sales motions surface in-market buyer signals, activate the buying group and start conversations before buyers raise their hand. An evidence-backed diagnostic scores how marketing, sales, operations, product marketing and customer success actually contribute to revenue, where responsibility is unclear, and what to fix first.

What we deliver

  • An evidence-backed assessment: maturity gaps and model
  • A coverage verdict: which jobs are owned, owned in name only, or unowned
  • What the gaps cost, in your own numbers
  • Your Revenue Recipe™: priorities, owners, plays and completion tests
  • A 90-minute leadership readout

What we examine

The audit scores your go-to-market across marketing, sales and operations, and tests whether the jobs a revenue engine depends on have a named owner with the time, the measure and the incentive to do them. Then it computes the order to fix things in, rather than choosing it.

Marketing lens

Audience and data
Who you target, how the list is built, scored and refreshed, and whether the buying group is mapped per account.
Messaging and content
Positioning by persona and stage, value-first offers, and whether copy is personalized from real signals.
Campaigns and channels
What triggers a send, how channels work together, and how quickly a signal becomes a touch.
Web and conversion
Landing pages, forms and CTAs, and whether intent on your site becomes a follow-up.
Measurement and activation
One funnel with shared definitions, a dollar value at every stage, and budget that moves on evidence.

Sales lens

BDR and digital sales
How prospecting lists are built and prioritized, and whether outreach starts from signals or from volume.
Account executives
Stage discipline, deal context, stakeholder coverage and the quality of the forecast commit.
Enablement
Whether coaching changes behavior in live deals, and how that is measured.

Ops lens

Data and systems
CRM trust, required fields, enrichment and one taxonomy every function reads the same way.
Orchestration and routing
The workflows that turn a signal into an action, who it goes to, and how fast.
Handoffs and ownership
Where accounts pass between teams, what is lost at each handoff, and who holds the number.

Every dimension is scored on one five-level scale, from manual and reactive to predictive and adaptive, so marketing and sales are measured against the same bar. Each finding then falls into one of three groups:

Design gaps

The system was set up this way

Changing it takes a decision, not more effort. In most audits these are the majority of findings.

Ownership gaps

Nobody holds the job

Or someone holds it without the time, measurement or incentive to do it. Naming an owner comes before improving it.

Execution gaps

Owned, designed, inconsistently done

The smallest group, and the only one a better hire would fix on its own.

How the audit works

  1. Align on scopeDefine success and the outcomes that matter most. Agree access and who we interview.
  2. Review the evidenceYour CRM, pipeline, results and comp plans, and what the data cannot show.
  3. Interview the teamLeaders across marketing, sales, operations and customer success, held separately. The divergence between answers is a finding.
  4. Test ownershipCheck that owners of critical jobs have the time, measures and incentives to deliver.
  5. Findings and prioritiesDecide with leadership what to keep, what to fix first and what depends on it.
  6. Set the action planYour Revenue Recipe™: first actions, named owners, deadlines and measures of progress.

What we need from you

A CEO or founder as sponsor. Read-only access to CRM, marketing automation, outbound tools, billing and the last three board decks. A short series of 60-minute interviews with the leaders who own marketing, sales, operations and customer success. Timing depends on scope and access.

What it costs

The audit is a paid diagnostic. Scope and fee are agreed on our first call, once we know your size, functions and systems. Diagnosis is paid. Delivery is earned: where results can be attributed to the work, our fees follow the pipeline and revenue we agree to move.

What you receive

Numbers a board already tracks, not a maturity score. Every figure shows its arithmetic, every assumption is stated, and no industry benchmark stands in for your data. Illustrative extract from a demo company below.

Illustrative extract · demo company data

Fix-first. 3 of 19 jobs that must be owned have no owner.

MeasureWhere it stands
Win rate19%
Pipeline quality48% below won-deal coverage
Recoverable cost$955,900 a year

86% of the gaps were design or ownership decisions, not performance.

Also in the report

  • The binding constraint, and why work above it will not compound until it closes
  • Pattern findings that two scores make together, such as the AI amplification check: activity up, outcomes flat
  • The first three moves, each with an owner, a first action and a done test
  • Three routes for every gap: your team, a specialist partner, or Revenue Chef

Action plans

Every audit ends in one of three places, and all three are good outcomes. The audit tells you which one you are in, honestly, including when the answer is not yet.

Ready

We run the Revenue Recipe™ with you

The jobs that must be owned are owned, results can be attributed, and we put the plan to work on your priority accounts on performance terms.

You getSenior leadership on the motion, fees aligned to outcomes

Not yet

Close the gaps first, then run

Unowned jobs, unresolved attribution or no shared number come first. Your team closes them, or our GTM engineering partners do. Then we re-test and start.

You getA scoped fix, three routes for each gap, a re-issued verdict

In-house

You take the plan and run it

Some teams need the diagnosis and the plan, not the delivery. You leave with both and no obligation.

You getThe Revenue Recipe™, the readout, and a re-run when you want it

Let's findyour 5%.

Request a GTM Audit, or start with a 30-minute conversation about where the friction is.

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