Pillar 1: Positioning & Product-Market Fit

Q1. How clearly have you identified and activated your best-fit customers (ICP)?

A. We have an ICP that is vague or shifting, and we pursue a broad mix of leads without focus.

Emerging

B. We have one core ICP defined, but we have not fully mapped the buying committee, confirmed messaging resonance, or expanded beyond a narrow niche.

Evolving

C. We have a prioritized and validated ICP that is embedded into every aspect of GTM, with a process to continually identify and activate new high-potential segments.

Optimized

Q2. How well do you connect your product's unique features to customer-relevant value?

A. We describe features and capabilities without linking them clearly to buyer pain points or desired outcomes.

Emerging

B. We connect features to benefits in some messaging, but our core value proposition is not consistently applied across assets, pitches, and campaigns.

Evolving

C. We connect every differentiator to a clear, tested value proposition that ties our product to urgent, high-impact buyer value, and we use it consistently across all channels and conversations.

Optimized

Q3. How effectively do you differentiate against alternatives your buyer might consider (including competitors and "do nothing")?

A. We focus on our own features and capabilities without consistently addressing alternatives.

Emerging

B. We highlight some differences, but they are not always tied to the value that matters most to the buyer.

Evolving

C. We consistently position our unique value against all viable alternatives, making the cost of not choosing us clear.

Optimized

Q4. How well does your narrative align with market forces and industry shifts that create urgency?

A. We do not connect our story to any broader market or industry shifts.

Emerging

B. We reference trends occasionally, but they are not embedded in our core story.

Evolving

C. We align our narrative with market dynamics that make our product urgent and necessary now.

Optimized

Pillar 2: Revenue Engine & Measurement

Q1. How clearly is your funnel defined and managed from awareness to close?

A. We have no structured funnel and operate mostly reactively.

Emerging

B. We have defined late-stage phases like Proposal and In Contract, but we are missing early-funnel stages and do not use historical metrics to map or optimize the journey.

Evolving

C. We have a fully mapped and actively managed funnel with clear stage definitions, conversion targets, and aligned sales/marketing plays.

Optimized

Q2. How effectively do you track and attribute marketing's impact on revenue?

A. We track top-level metrics like traffic or leads, without linking them to revenue.

Emerging

B. We track MQLs and opportunities, but attribution is inconsistent.

Evolving

C. We measure full-funnel performance with multi-touch attribution and reallocate spend based on ROI.

Optimized

Q3. How well are sales and marketing aligned on targets and follow-through?

A. We operate with separate goals and inconsistent follow-up.

Emerging

B. We have some shared metrics, but gaps remain in lead flow and follow-up discipline.

Evolving

C. We have aligned targets, SLAs, and joint performance reviews tied directly to revenue outcomes.

Optimized

Pillar 3: Program, Content & Brand Execution

Q1. How would you describe your campaign strategy?

A. We launch sporadic, standalone campaigns with little cross-channel coordination.

Emerging

B. We run some coordinated campaigns each quarter, but they are mostly time-bound pushes.

Evolving

C. We run a blended calendar of always-on, segmented programs by channel and target segment, layered with timed activations to accelerate pipeline.

Optimized

Q2. What role does content play in your GTM strategy?

A. We produce ad hoc content like blog posts or sales decks without a clear plan.

Emerging

B. We create some gated assets and nurture content, but it is not yet a steady engine.

Evolving

C. We operate a strategic content program that fuels always-on campaigns and timed activations, driving awareness, education, and conversion.

Optimized

Q3. How consistent and distinctive is your brand identity, voice, and tone across channels?

A. We have an inconsistent or generic brand presence that changes from channel to channel.

Emerging

B. We have a defined visual and verbal identity, but it is not always applied consistently or does not reinforce a distinctive market position.

Evolving

C. We have an instantly recognizable brand identity, tone, and imagery that reinforce our positioning and are applied consistently across all touchpoints.

Optimized

Pillar 4: Team, Tools & Enablement

Q1. Do you have the strategic team composition and partners to execute your GTM plans effectively?

A. We are under-resourced and rely on the existing team to cover critical gaps.

Emerging

B. We use agencies or freelancers for some roles, but we lack leadership in key areas such as demand gen, positioning, or campaign orchestration.

Evolving

C. We have the right mix of in-house expertise and fractional talent, providing flexibility, strategic direction, and executional strength without adding full-time overhead.

Optimized

Q2. How well do your tools support marketing and sales alignment?

A. We have a fragmented tech stack that is underutilized.

Emerging

B. We have some connected tools, but data is incomplete or difficult to act on.

Evolving

C. We have fully integrated tools that enable automation, insight-sharing, and faster decision-making.

Optimized

Q3. How integrated is AI into your marketing and GTM operations?

A. We do not use AI beyond basic tasks.

Emerging

B. We experiment with AI for some content or research, but without a clear operational framework.

Evolving

C. We embed AI across workflows — from campaign ideation to execution and optimization — to drive efficiency, scale, and sharper market insights.

Optimized

Pillar 5: Growth Strategy & TAM Expansion

Q1. How clearly have you mapped your Total Addressable Market (TAM)?

A. We have not mapped our TAM or revisit it rarely.

Emerging

B. We have a TAM estimate but do not actively use it in decision-making.

Evolving

C. We actively use TAM data to prioritize GTM efforts.

Optimized

Q2. Do you have plays to reach new segments, geos, or verticals?

A. We focus on one core market without expansion plays.

Emerging

B. We have tested a few expansion areas but without a systematic approach.

Evolving

C. We run targeted expansion plays into new segments, geos, and verticals.

Optimized

Q3. How intentional is your growth strategy?

A. We operate reactively, with growth driven primarily by founders.

Emerging

B. We have some strategy in place, but it is not consistently connected to marketing.

Evolving

C. We follow a GTM roadmap with cross-functional support to drive intentional growth.

Optimized

Pillar 1: Positioning & Product-Market Fit

Q1. How clearly have you identified and activated your best-fit customers (ICP)?

Q2. How well do you connect your product's unique features to customer-relevant value?

Q3. How effectively do you differentiate against alternatives your buyer might consider (including competitors and "do nothing")?

Q4. How well does your narrative align with market forces and industry shifts that create urgency?

Pillar 2: Revenue Engine & Measurement

Q1. How clearly is your funnel defined and managed from awareness to close?

Q2. How effectively do you track and attribute marketing's impact on revenue?

Q3. How well are sales and marketing aligned on targets and follow-through?

Pillar 3: Program, Content & Brand Execution

Q1. How would you describe your campaign strategy?

Q2. What role does content play in your GTM strategy?

Q3. How consistent and distinctive is your brand identity, voice, and tone across channels?

Pillar 4: Team, Tools & Enablement

Q1. Do you have the strategic team composition and partners to execute your GTM plans effectively?

Q2. How well do your tools support marketing and sales alignment?

Q3. How integrated is AI into your marketing and GTM operations?

Pillar 5: Growth Strategy & TAM Expansion

Q1. How clearly have you mapped your Total Addressable Market (TAM)?

Q2. Do you have plays to reach new segments, geos, or verticals?

Q3. How intentional is your growth strategy?

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