Section 1 of 6 · Market and buyers
Market and buyers How clearly defined is your ideal customer profile (ICP)? Not defined A rough idea, not written down Defined but inconsistently used Clear, documented, and used daily
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How confident are you that you have repeatable product-market fit right now? Still figuring it out Some signals, not consistent Strong evidence, not yet proven with data Proven, repeatable demand
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How clearly do you understand the buyer roles involved in a typical sale? No clear view of the buying group We usually know one main contact only We understand several roles in most deals We have a clear map of the buying group
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Do you treat different customer segments differently: messaging, pricing, effort? One approach for everyone Informal differences, not defined Defined segments, inconsistently applied Clear segments that drive how we sell
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When you lose a deal, do you know why? We rarely find out Anecdotes, no pattern We ask sometimes, nothing gets recorded Structured win and loss reviews that shape how we sell
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Section 3 of 6 · Sales process and conversion
Sales process and conversion Roughly what share of your sales team’s week goes to actual selling: conversations, meetings, proposals? Less than half About half Most of it Never measured
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Do you have a documented, consistently followed sales process? No defined process It exists in people’s heads Documented but loosely followed Documented, followed, and reviewed
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How do you qualify and handle new leads? No qualification, every lead gets treated the same Gut feel, no set criteria Some criteria, applied inconsistently A defined framework covering fit, need, and next step, used consistently
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Of the leads and new conversations you generate, roughly what proportion become qualified opportunities? Under 10% 10 to 25% 25 to 40% Over 40% Not tracked
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How structured are your first and discovery meetings? No structure, it varies by person Loosely structured Structured for most of the team Consistent, trained, and repeatable
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How often do commercial meetings end with a clear, agreed next step? Rarely Sometimes Often Almost always
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What is your current win rate on proposals sent? Below 20% 20 to 40% 40 to 60% Over 60% Not tracked
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Section 5 of 6 · Technology and AI
Technology and AI What best describes your contact database or CRM today? No central list or CRM Scattered lists across people and tools A central list exists but it’s patchy A central system with tags, status, and next actions
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How well do you track your sales pipeline? No real tracking A spreadsheet, inconsistently updated A CRM in place, partially used A CRM used consistently, with clear visibility
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How does your team run outbound outreach today? No outbound to speak of Individual inboxes and manual follow-up An outreach or sequencing tool, used by some A sequencing engine the whole team runs, connected to the CRM
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How is your sales team currently using AI? Not using AI Experimenting ad hoc, occasional ChatGPT use Used for specific tasks: content, admin, research Embedded in the workflow: outreach, meeting analysis, proposal drafts
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Which of these does your sales team actually use? Select all that apply.
A CRM (HubSpot, Salesforce, Pipedrive, Dynamics, or similar) Spreadsheets as the main system of record LinkedIn Sales Navigator An email outreach or sequencing tool Marketing automation Data or enrichment tools An AI assistant in the workflow None of these
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Section 6 of 6 · Leadership and coaching
Leadership and coaching Who is primarily responsible for revenue generation today? No one has clear ownership Shared across leadership Founder / CEO Head of sales or sales director
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How do salespeople get coached in your business? They don’t, they’re left to it Ad hoc, when problems surface Regular 1:1s, mostly pipeline updates Structured coaching on skills and deals, informed by data
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When you hire a new salesperson, how do they ramp? Sink or swim Shadowing, no structure Some materials, no defined plan A documented plan with milestones We rarely or never hire salespeople
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How accurate has your revenue forecast been over the last year? We don’t forecast formally Off by more than 25% regularly Within 10 to 25%, variable Consistently within 10%
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How often does leadership formally review sales data? We don’t have usable data Quarterly or rarely Monthly Weekly
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Before we show your results, how would you rate each area of your revenue engine? Be honest: the report compares your read against what your answers actually measured. Rate every area to continue.
If you could fix just one of these in the next quarter, which would move the needle most? Market and buyers Demand and lead generation Sales process and conversion Client growth and retention Technology and AI Leadership and coaching
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Overall, how would you rate the health of your revenue engine today? Ad-hoc, we’re guessing at everything Weak, some activity but little structure Functional, works but not optimized Strong, structured, and growing
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