24 questions. Answer them honestly.
Score: 1 point for every “yes, confidently.” The gaps are where the work is.
Do you actually know who you sell to?
- 1.Can you name your top 5 closed-won accounts and the specific situation each was in when they bought?
- 2.Do you know the 2-3 signals that consistently show up before a best-fit account becomes a buyer?
- 3.Could you describe your ICP without using firmographic filters (size, industry, revenue) alone?
- 4.Have you talked to a customer in the last 90 days specifically to ask why they bought?
- 5.Do you know which 20% of accounts in your pipeline drive 80% of revenue — and what they share?
- 6.If a new lead landed in your inbox tomorrow, could you tell in 30 seconds whether they fit?
Is the offer doing the work it should?
- 7.When a prospect asks “what do you do?” — can you answer in one sentence they remember?
- 8.Is your pricing anchored to outcome value, or to your cost-plus-margin?
- 9.Do you have one clear primary offer, or three half-built ones competing for attention?
- 10.Is there a documented reason a prospect should choose you over the obvious alternative?
- 11.Does your website articulate the offer the same way you articulate it on a sales call?
- 12.If you raised prices 30% tomorrow, do you know which segment would still buy?
Is the system actually built — or still living in your head?
- 13.Is there a documented process from first touch to closed-won that someone other than you could run?
- 14.What percentage of your prospecting, follow-up, and qualification is automated vs. manual?
- 15.If you took a two-week vacation, would deals still move through the pipeline?
- 16.Are AI tools doing real work in your business — or are you still “exploring” them?
- 17.Is your CRM the source of truth, or is the real source of truth your inbox and your head?
- 18.Do you have a system that surfaces in-market accounts to you — or are you hunting cold every week?
Do you know what’s working, what isn’t, and what to kill?
- 19.Do you know which channel produces your best customers, not just your most leads?
- 20.When a deal is lost, is there a documented post-mortem — or does it just disappear?
- 21.What's the one metric you check every Monday that tells you if the engine is healthy?
- 22.Have you killed a tactic in the last quarter because the data said to?
- 23.If revenue grew 50% next year, do you know which two systems would break first?
20–24 yes:Your engine is in great shape. You probably don't need outside help — keep iterating.
14–19 yes:You have most of it. The gaps are usually in Deploy or Drive — execution and measurement. That's where most of our work lives.
8–13 yes:The strategy is partially clear but the system isn't built. This is the most common profile we see — and the one where 30–90 days of focused work makes the biggest difference.
Under 8:Start with Discover. Trying to deploy systems before you're clear on the buyer is how most growth budgets get burned.
Two or three answers stinging is normal.
That's usually where the highest-leverage work is. If you want a second pair of eyes on the gaps, we offer a 30-minute Growth Audit — no pitch deck, no sales script, just a real conversation about what you're trying to build.