Free · 2 minutes · no call required
GTM readiness scorecard score your go-to-market in two minutes
Seven questions across the things that decide whether a go-to-market motion holds: ICP clarity, pipeline predictability, channel coverage, intent data, measurement, outbound and ownership.
You see your score straight away, with no email needed.
It is the same set of questions we start every GTM Quest engagement with.
A low score is not a sales pitch, and a high one may mean you do not need an agency at all.
We will say so either way.
Reviewed by Dan Keegan, GTM Quest · 28 September 2026 · 6 sources linked below
How the scorecard worksseven questions
- 01Answer seven questions2 MINICP · CHANNELS · DATA
- 02See your scoreINSTANT0 to 21
- 03See your weakest areasINSTANTSCORED 0 OR 1
- 04Optional written breakdownBY EMAILONE EMAIL
Questions7
01/ the seven questions
What the GTM scorecard measures seven dimensions
Most go-to-market problems get misdiagnosed as channel problems.
These seven checks look upstream first.
Each answer scores 0 to 3, so the total runs from 0 to 21.
The weighting is our own judgement from running go-to-market engagements, not a published benchmark.
02/ your result
What your GTM readiness score means four bands
Pick a band to see what it means and what we would suggest.
These are the same words the scorecard shows you.
Which band did you land in?
0 to 7 out of 21
Foundations missing
There is no GTM engine to optimise yet.
The basics need building before any channel work will hold.
- ✓ Do not buy execution or lead generation yet; it will not stick. Start with ICP definition and one channel taken properly to working. Realistically this is 4-8 weeks of focused work, and much of it you can do without an agency.
8 to 13 out of 21
Patchy engine
Parts of this work, but they are not connected, so results swing month to month.
- ✓ You are at the stage where a build-and-handover engagement pays off: the raw material exists, it just is not systematised. Prioritise measurement first so you can tell which of the working parts is actually carrying the load.
14 to 18 out of 21
Working but leaky
The engine runs.
The losses are in the joins: handoffs, follow-up, and accounts that go quiet.
- ✓ Avoid rebuilding anything. The return here is in intent tracking and tightening the follow-up loop on accounts already showing interest. Smaller intervention, faster payback.
19 to 21 out of 21
Strong
This is a functioning, measured GTM operation.
- ✓ Honestly: you probably do not need an agency. What tends to help at this level is a specific, narrow piece of work (a new segment, a new region, a channel you have not tried) rather than a full engagement. Be sceptical of anyone who tells you otherwise.
If you score at the top, the honest answer is usually that you do not need an agency.
If you score at the bottom, buying execution will not help yet.
We will tell you either result.
03/ what to fix first
The order we would fix things in upstream first
Weak areas are rarely independent.
Fixing them in this order stops you paying twice.
Tighten the ideal customer profile
Everything downstream inherits a vague ICP.
And buyers decide early: 6sense found 94% of buying groups had ranked preferred vendors before first contact, so aiming at the right accounts is where the leverage is.
- ✓ Won-deal patterns
- ✓ A named account list
- ✓ Written disqualifiers
Name one owner
A system nobody owns decays within a quarter.
Before any channel work, decide who runs it day to day: a founder, a GTM lead, or a GTM engineer.
- ✓ One accountable owner
- ✓ A weekly review
- ✓ Documented workflows
Trace deals back to their source
Without attribution you cannot tell a failing channel from a slow one, so budget gets cut from the wrong place.
Start with self-reported source plus CRM fields that sales actually fill in.
- ✓ Source on every opportunity
- ✓ Self-reported attribution
- ✓ Monthly pipeline by source
Take one channel to working
Do not add more channels.
Get one reliably producing meetings, with known conversion from input to pipeline.
Then add a second that compounds with it.
- ✓ Known input-to-meeting ratios
- ✓ A weekly number
- ✓ Then a second channel
Move outbound from volume to triggers
Buyers punish noise: Gartner found 73% of B2B buyers actively avoid suppliers who send irrelevant outreach.
Account-level signals tell you who to contact now and what to say.
- ✓ Account identification
- ✓ Signal-triggered sequences
- ✓ Protected sending domains
This is the shape of our first 90 days with a client.
See how we work and our B2B lead generation service.
04/ try it
How many of your accounts are buying now? the intent question, in numbers
The scorecard asks whether you know which accounts are in market.
This is why it matters: most are not.
The arithmetic is Professor John Dawes's, from the Ehrenberg-Bass Institute.
The method: if customers replace a supplier every 5 years, about 1 in 5 is in market each year and 1 in 20 each quarter. Ehrenberg-Bass Institute ↗
In market this quarter
5%
About 50 of your 1,000 accounts are buying this quarter. 950 are not buying yet.
Dawes is clear that 95% is a heuristic, not a precise rule: work out your own figure from how often your customers replace what you sell.
The small number is who you can win this quarter; the large one is who needs to know your name before they start.
05/ the idea
What is GTM readiness? and how it differs from a launch checklist
GTM readiness is whether your go-to-market can produce pipeline predictably: you know who you sell to, you can reach them, you can tell what worked, and someone owns the system.
It is different from launch readiness, which asks whether one product or campaign is ready to go live.
A readiness check matters more now because buying is harder to influence late.
Forrester's 2026 study puts a typical purchase at 13 internal stakeholders and nine external influencers, and 6sense found buyers purchased from their preliminary favourite 77% of the time.
A GTM motion that only works once a buyer raises their hand is working on a small part of the market.
The scorecard is a quick self-assessment.
A GTM audit goes further: we look at your CRM data, your lists, your sequences and your reporting, and write down what to change and in what order.
See what a GTM audit covers and what it costs.
GTM readiness vs RevOps maturity
RevOps maturity models focus on process and systems: CRM hygiene, forecasting, tooling.
GTM readiness is wider: it includes whether the ICP is right and whether channels work at all.
A team can have a tidy CRM and still be aiming at the wrong accounts.
06/ checklist
GTM readiness checklist ten things to have in place
If you can tick all ten, you will score well.
Each one maps to a question in the scorecard.
01
A written ICP
Firmographics, roles and buying triggers, agreed by sales and marketing.
02
A named account list
Built from won-deal patterns, not a bought database.
03
Known conversion rates
From contact to meeting to opportunity, for at least one channel.
04
One channel that works
A channel that reliably produces meetings month after month.
05
A second channel that compounds
Chosen because it makes the first work better: content that warms outbound, for example.
06
Account-level visibility
You can see which target accounts are researching you or your category.
07
Source on every opportunity
Every deal traceable to what started it, across channels.
08
Trigger-based outbound
Outreach started by a signal, from domains that protect your main one.
09
One owner
A named person who runs the system day to day and reports on it weekly.
10
A weekly number
Meetings held and pipeline created, reviewed with sales every week.
07/ next step
Scorecard or GTM audit? what each gives you
The scorecard is free and fast.
An audit looks at the evidence.
→ Start with the scorecard. If the weak areas are ones you cannot fix internally, book a call and bring your score.
→ The Bridge Group puts average SDR ramp at 3.0 months; the State of GTM Engineering found most GTM engineers work as a team of one. Our default is to build, prove and hand over to your hire.
08/ privacy
What happens to your answers plainly
Your score is calculated in your browser and shown straight away.
Your answers are not sent to us unless you ask for the written breakdown; our site analytics records only that the scorecard was started and completed, with the score and band, and no personal details.
If you do, we store your email, optional company name, your answers and your score, and send you one email with the breakdown.
We recalculate the score on our server from your answers, so the email always matches what you saw.
You can unsubscribe from anything else in one click.
15 minutes · video or phone
Book 15 minutes on your score
Bring your score and your weakest areas. We tell you the order we would fix them in, and whether you need outside help at all, whether or not you work with us.
- 0115 minutes, video or phone
- 02We go through your weakest areas
- 03A written next step after the call
- 04No obligation, no sequence of follow-ups
Pick a day that suits · live availability
09/ questions
GTM readiness FAQ
How the scorecard works, what the score means and what happens to your answers.
A short self-assessment of whether your go-to-market can produce pipeline predictably, across seven dimensions: ICP, predictability, channels, intent data, measurement, outbound and ownership.
Whether your go-to-market motion is ready to scale: a clear ICP, at least one working channel, visibility of in-market accounts, attribution and an owner.
Seven questions, each scored 0 to 3, for a total out of 21.
Any answer scoring 0 or 1 is shown as one of your weakest areas.
19 or above is our "Strong" band.
14 to 18 means the engine runs but leaks; below 8 means the foundations need building first.
See the bands.
Yes.
It takes about two minutes and shows your score without asking for an email.
No. Your email is only needed if you want the written breakdown sent to you.
It is a deeper review of the evidence (CRM data, lists, sequences and reporting), ending in a written plan in priority order.
We run them as a short engagement, scoped and quoted in writing after a call.
Another name for a GTM audit or readiness review: an assessment of ICP, channels, data, measurement and ownership, with recommendations.
The scorecard is a quick version you can do yourself.
Because most accounts are not buying at any moment.
The Ehrenberg-Bass Institute's heuristic is that about 95% of business buyers are out of market in a given quarter.
Knowing which accounts are in market changes where a team spends its week.
A go-to-market system with no owner stops being maintained, data decays, and results fade.
It is also the main reason build-and-handover engagements fail, which is why we ask about it before anything else.
Then you probably do not need an agency.
What tends to help at that level is a narrow piece of work (a new segment, region or channel) rather than a full engagement.
A GTM advisor who reviews your decisions as you scale may be all you need.
Often, yes: ICP work, account lists, Clay enrichment, outbound, attribution and handover are what we build.
Book 15 minutes and bring your score.
To see how that work fits together, read what a go-to-market strategy agency does.
Book 15 minutes · London · UK and Europe
Got your score? Bring it to a 15-minute call.
We go through your weakest areas, tell you the order we would fix them in, and whether you need outside help at all.
11/ sources
Every source on this page
Each figure above links to one of these. All were opened and checked on 28 September 2026.
- 6sense, 2025 Buyer Experience Report (Business Wire, Nov 2025)businesswire.com
- Gartner, 61% of B2B buyers prefer a rep-free buying experience (June 2025)gartner.com
- Forrester, The State of Business Buying, 2026 (Jan 2026)forrester.com
- Ehrenberg-Bass Institute (John Dawes), The 95-5 rule: most B2B buyers are not in the marketmarketingscience.info
- The Bridge Group, SDR models, motions and metrics 2025 (Feb 2025)bridgegroupinc.com
- GTM Strategist (Maja Voje), The 2026 State of GTM Engineering (Mar 2026)knowledge.gtmstrategist.com
00/ the scorecard
Score your go-to-market in seven questions
Pick the answer closest to where you are today. Your score appears at the end, with no email needed.