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Go-to-Market (GTM) Maturity Assessment

Find Out How Your GTM Stacks Up

Organization KPIs & Goals

1. What are the critical KPIs your organization uses to keep you on track to reach the organizational goals you have set? (Select all that apply)

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2. How well aligned are your Sales & Marketing teams on these KPIs and the supporting metrics to reach them? (5 = Very Well)

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Ideal Customer Profile & Total Addressable Market

1. In terms of identifying your Ideal Customer Profile (ICP), the Total Addressable Market (TAM) and the key Buyer Personas, how well has that been identified and documented for your organization? (5 = Very Well)

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2. How well aligned are Marketing and Sales in the identification of your ICP, TAM and Buyer Personas? (5 = Very Well)

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3. How well aligned are Marketing and Sales on the tiering and prioritization of Accounts? (5 = Very Well)

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ABX Strategy

1. How well aligned are the Marketing and Sales motions that are used based upon the tier and level of engagement of an Account? (5 = Very Well)

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2. Please rate your ability to track the Buyer Journey of each account with defined criteria for each journey stage. (5 = Very Well)

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3. How well are you differentiating the Sales and Marketing messaging and tactics used based upon where an account is at in the buying journey? (5 = Very Well)

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4. How well are you differentiating the Sales and Marketing messaging and tactics used based upon what people at that account have shown interest in? (5 = Very Well)

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Data Foundation

1. Please rate the breadth of behavioral data you are currently using to prioritize accounts and/or determine where they're at in the Buying Journey (5 = We use almost all of the data sources)

Example Behavioral Data

  • 3rd Party Intent Data
  • Anonymous Account-level Web Traffic
  • Marketing Automation Person-level Web Traffic
  • Marketing Campaign Data (through Marketing Automation and/or CRM)
  • Other Marketing Automation Activity (e.g. Form Fills, Email Activity, Webinar Activity)
  • Sales Engagement Activity (through integrated email tracking or direct CRM tracking)
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2. Please rate the breadth and accuracy of firmographic/technographic data you are currently using to prioritize accounts and/or determine where they're at in the Buying Journey (5 = We use almost all of the data sources)

Example Behavioral Data

  • Firmographic: # of Employees, Revenue, Industry/Sub-Industry
  • Technographic: Complementary and Competitive Technologies that an Account might use today
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Measurement Strategy

1. How well does your organization use data and analytics to inform its go to market strategy and decisions? (5 = Very Well)

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2. How does your organization track and measure the effectiveness of its marketing efforts? (Select all that apply)

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3. How likely are you to meet or exceed pipeline and revenue targets? (5 = Very Likely)

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