GTM Scorecard

Pipeline confidence depends on five conditions: clarity, coverage, conversion, coordination and control. The GTM Scorecard shows where your GTM system stands on each.

Before you start

28 questions across 5 sections · about 5 minutes to complete

Response scale

How much do you agree with each statement?

Strongly disagreeThis is not true for us.
DisagreeThis is generally not true for us.
Neither agree nor disagreeNo clear lean either way.
AgreeThis is generally true for us.
Strongly agreeThis is true for us.
Don't knowNot enough visibility to assess.

You'll see your results immediately, no email required.

Start the scorecard

Section 1 of 5

Clarity

Clarity reflects how clearly GTM teams understand the ICP, priority markets, segments, accounts and buyers to focus on, and why those buyers should choose you.

01Our ICP is clear enough that a new hire can identify a high-fit prospect.

02Our ICP is based on evidence from wins, losses, expansion and retention, not just who we'd like to sell to.

03We understand who buys, the problems they are trying to solve and what triggers the decision.

04GTM teams can consistently explain why buyers should choose us.

05We use win/loss insights to improve targeting, positioning and sales approach.

06Our packaging and pricing fit how target buyers want to buy.

07GTM resources are concentrated on our highest-priority markets, segments and accounts.

Back Next: Coverage

Section 2 of 5

Coverage

Coverage shows whether the revenue target is backed by the market opportunity, funnel volume, investment, capacity and program mix needed to deliver it.

08Our priority markets contain enough revenue opportunity to support the revenue target.

09We know how much of the revenue target is expected to come from new business, retained customer revenue and expansion.

10We work backward from the revenue target to quantify the demand and pipeline required to hit it.

11We know how much pipeline each GTM motion must produce.

12Our marketing programs generate enough qualified demand to support the pipeline target.

13Our GTM budget is sufficient to support the revenue plan.

14Our GTM teams have enough people and resources to deliver the revenue plan.

15We know the retention required and how much expansion pipeline is needed to hit our customer revenue targets.

Back Next: Conversion

Section 3 of 5

Conversion

Conversion shows how effectively buyers, opportunities and customers move through the revenue system, and where revenue is being lost or can grow.

16We know expected conversion rates at each major funnel stage and track actual performance.

17Opportunity stages reflect buyer progress, not seller activity.

18We identify and act on stalled, poorly qualified or unlikely-to-close opportunities.

19We understand what is driving changes in win rate.

20We track adoption, retention and expansion signals to identify revenue risk and growth opportunities within our customer base.

Back Next: Coordination

Section 4 of 5

Coordination

Coordination reflects how well GTM teams operate as one system around shared targets, ownership, handoffs and processes.

21Marketing, business development and sales are aligned to one pipeline and revenue plan.

22Ownership and responsibilities are clear across the end-to-end GTM process.

23Defined GTM handoffs prevent leads, opportunities and customer needs from being missed or delayed.

24Our GTM organization has the skills and capabilities the plan requires.

Back Next: Control

Section 5 of 5

Control

Control reflects whether leadership can see when GTM performance is off plan, understand why and act early enough to change the outcome.

25We can confidently defend our pipeline and revenue forecast, including the underlying assumptions, to leadership and the board.

26We detect GTM performance gaps early enough to act.

27When performance falls behind, we can identify the root cause before changing course.

28Performance reviews lead to clear decisions, owners and changes when needed.

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A few quick details

No name or email address is collected. These details help us understand patterns across companies taking the scorecard and do not affect your results.

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