Self-assessment · Free · v2.0
Score your GTM.
Rate each sub-item from 1 (critical gap) to 5 (best-in-class). Your category and overall scores update live. Nothing leaves your browser unless you ask for a review.
Before you start · Your motion
How product-led vs. sales-led is your business?
Drag the slider to weight your go-to-market motion. If you run both, set it somewhere in the middle (e.g. 50/50). We use this to weight your scores by how relevant each question is to your motion — and to hide questions that don't apply.
Why this matters
Why do you exist in the world? Who do you serve, what problem do you solve for them, and why should they choose you over the alternatives? This sounds obvious. It isn't. Most companies have some version of this written down somewhere and almost none of them have it working across the organisation. Marketing tells one version of the story. Sales tells another. The website says something different from the sales deck. The product doesn't quite match either. I've seen this in every company I've worked at and it ultimately means the company doesn't scale. In the early days you're typically selling to a passionate early adopter market who go seeking you out. They take pride in trying the cool new product but as you scale you now need to resonate with a market who are more stuck in their ways. Your story needs to unstuck them. This is the classic “crossing the chasm”… but what I've learned is that you're constantly crossing chasms and to do that your story needs to be crystal clear. The best companies have a clear and connected story from their mission statement all the way to product features. They have it verticalized. They have versions for different buyer personas. This is deep and important work.
Evidence to consider: ICP definitions, win/loss data, positioning doc, messaging hierarchy, competitive battlecards
ICP & Segmentation
What good looks like: A precise, multi-dimensional ICP validated by data — not just firmographics but behavioural and needs-based signals — with distinct profiles for PLG and SLG customers.
Your score
Positioning, Messaging & Competitive Intelligence
What good looks like: A single positioning document drives all messaging from mission to feature level, with audience variants. Competitive intelligence is a continuous function.
Your score
Category & Narrative Strategy
What good looks like: A deliberate point of view on the category — whether you are creating, redefining, or competing in one — embedded in PR, content, and analyst relations.
Your score