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Go To Market Debt Assessment
Struggling to grow ARR and you want to know why? Take the free assessment to uncover your organizations GTM Debt blocking the path to revenue growth.
72
Questions
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1
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2
Name
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First Name
Last Name
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3
Your Company Email
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Must be a company email (non-personal domain)
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4
Company Website URL
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5
Job Title
*
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Please Select
Founder/CEO
Founder/not CEO
General Partner
Chief Financial Officer
Chief Revenue Officer
Chief Marketing Officer
Operations
Other
Please Select
Please Select
Founder/CEO
Founder/not CEO
General Partner
Chief Financial Officer
Chief Revenue Officer
Chief Marketing Officer
Operations
Other
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6
HQ Location
*
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Please Select
US - Bay Area
US - Other
Canada
France
UK
Europe (not UK or France)
APAC
Other
Please Select
Please Select
US - Bay Area
US - Other
Canada
France
UK
Europe (not UK or France)
APAC
Other
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7
Number of Company Employees
*
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1-10
11-20
21-50
51-100
100+
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8
Total Capital Raised
*
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Self-funded/bootstrapped
$0 - $1M
$1M - $5M
$5M - $10M
$10M - $20M
$20M+
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9
Annual Recurring Revenue (ARR) today
*
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$0 - $500k
$500k - $1M
$1M - $5M
$5M - $10M
$10M+
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10
What are your major strategic goals over the coming 12-18 months?
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Grow revenue significantly, WITHOUT raising new capital
Grow revenue significantly, AND raise new capital
Getting profitable
Be acquired
IPO
Other
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11
What top-line revenue growth are you forecasting over the next 12 months
*
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3x or more
2-3x
1.5 - 2x
1 - 1.5x
Flat growth
Negative growth
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12
Specifically related to go-to-market, what keeps you up at night?
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13
How did you hear about us?
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Please Select
LinkedIn
The RVNU Newsletter
Referral
Podcast
Google Search
Slack Community
Please Select
Please Select
LinkedIn
The RVNU Newsletter
Referral
Podcast
Google Search
Slack Community
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14
RVNU Phases of SaaS Startup Growth
Take time to consume the 4 'Fits' and 16 stages of the outlined 'SaaS Growth framework' below. Choose the number of the phase that most accurately depicts the stage of growth today. (Record Answer on next Page)
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15
Pick the number that most accurately depicts the stage of growth.
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1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
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16
Please agree to to the Terms and Conditions
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17
The hypothesis of the problem we are trying to solve is clearly articulated and documented?
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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18
Competitors: We have documented a category-by-category, feature-by-feature, and product-by-product comparison between us and our perceived competitive set.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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19
Unique Value Proposition: Our uniqueness is core to the effectiveness of our ICP’s business.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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20
Unique Value Proposition: Without us, or a competing product/service, our client’s business will find it harder to compete over time.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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21
Ideal Customer Profile: Our ideal customer profile is narrow, fully documented and socialized amongst the team.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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22
Ideal Customer Profile: Are your teams confident which prospects to say “no” to?
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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23
Total Addressable Market (TAM): What is your estimated TAM today?
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>$50bn
$20bn - $50bn
$10bn - $20bn
<$10bn
Don't know
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24
Serviceable Addressable Market (SAM): What portion of the TAM is serviceable today, in your opinion (assume unlimited sales & marketing resources)?
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>3%
2-3%
1-2%
up to 1%
not sure
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25
Serviceable Obtainable Market (SOM): What is the size of the Serviceable Obtainable Market today, in your opinion (assume unlimited sales & marketing resources)?
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>$500m
$200m - $500m
$100m - $200m
$50m - $100m
not sure
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26
Product/Service Critical Value: Our core offering that we deliver today, solves a pain point of our clients (ie: it measurably impacts company performance).
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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27
Value Exchange Measurement: The value exchange can be measured from within the original product’s code base in $.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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28
Your Idea Market Fit Score (out of 100)
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29
Design Partners: Our first batch of customers meet our hypothesized ideal customer profile (ICP), that we established in the idea market fit phase of growth.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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30
Measuring value exchange: Our first batch customers all proactively agreed to measure value exchange of our product/service as part of the agreement to work with us.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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31
Origin of foundational clients: Our first batch of customers were mostly from our network, versus running marketing or outbound campaigns.
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Strongly disagree
Disagree
Neither agree or disagree
Agree
Strongly agree
We're too early for this
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32
Top of funnel demand: The demand from the market is overwhelming, there is no sign of top of funnel saturation, rather you are struggling to keep up with the demand.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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33
Proof of adoption: Using data you can prove all influencers on the client side have adopted the tool. (note: this means you have proof of usage to the point at which the influencer will have a grounded opinion on value exchange of using your product/service)
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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34
Usage defined: You have internal alignment on the features of the product/service that provide the highest value to your clients.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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35
Proof of Usage: Using data you can prove usage of the features that deliver the highest value exchange to your customers.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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36
Proof of value: Through real client conversations, you have been able to prove $ value of your product with 10+ clients.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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37
Client validation of value: The $ value assigned has been signed off by the economic buyer at your client.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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38
Value as an ICP iteration forcing function: You have used the feedback from your first customers to re-validate or iterate your hypothesis in the idea market fit phase of growth.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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39
Pricing iteration: You have used the value exchange data captured from your first customers to iterate your pricing.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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40
Fair pricing achievement: You can confidently state, with backup from clients, that your pricing sits in range between 10% and 20% of the value being exchanged.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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41
Understanding prospect nuance: You are now very confident which prospects to say “no” to, and which to say “yes” to?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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42
Your Product Market Fit Score (out of 100)
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43
Documented sales playbook: You have developed a proprietary sales playbook that concisely documents how the founder won your first batch of customers, who were also able to clearly illustrate value exchange.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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44
'Programmatic' acquisition of net new customers: You have used your proprietary sales playbook to successfully acquire net new ICP customers from outside of your network.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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45
Viable acquisition costs: Your pipeline conversion metrics (eg: lead to opp, discovery to close) have maintained a viable cost to acquire the customer (CAC) as volume has increased using new (non-network) acquisition channels (eg: email; outbound; events)
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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46
Sales: At least one non-founder has been able to replicate or exceed the founder's sales success.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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47
Marketing: The volume of qualified opportunities per seller has been maintained or increased with the addition of at least one non-founder seller.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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48
Reporting: Your CRM is the central source of truth, and illustrates inputs, outputs and efficiency metrics of your go-to-market org, spanning marketing, sales and customer success that enable you to manage your org by numbers?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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49
Lead volume & quality: You have signal that proves the net new lead volume & quality available to you can support the sales reps you intend to hire.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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50
Opportunity volume: Your AEs (sales reps) are overwhelmed with qualified opportunties.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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51
Data validated resource decisioning: Your data pinpoints which activities, when specialized to a specific resource, would increase the yield per rep. (eg: every $1 spent in marketing will yield >$1 in net new sales)
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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52
Burn rate calculation: You have calculated what forecasted burn rate you can sustain, and for how long while attempting to build your first sales pod(s), by documenting a bottoms-up forecast.
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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53
GTM roles: You are confident what GTM roles you should specialize first, when and in what order, and what level of resource is required in each role, to maintain an optimal burn rate vs growth trajectory goals? (eg: (1 SDR, 2 AEs, 1 CS)*3)
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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54
Hiring: You have a standardized hiring process & profiles with a scoring system that aligns with the competencies in each specalized role.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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55
Onboarding: You have a standardized onboarding process to ensure new hires will ramp quickly and hit targets as planned.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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56
Synchronised sales & finance revenue forecasts: You are confident your finance revenue forecasts match your sales revenue forecasts in your CRM.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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57
Inter-department SLAs: Agreed upon ‘Rules of Engagement’ across GTM teams and roles, that capture lead/opportunity/deal volume and quality, with feedback loops for iteration of both volume and quality.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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58
Sales Targets: You have set revenue targets (annually recurring revenue - ARR) doing a bottoms up calculation that backs into an expected yield on a per head basis.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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59
CS >> Product SLA: There is a service level agreement in place between CS and Product that ensures Product proactively considers adapting the roadmap in line with key client feedback.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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60
Renewal/Expansion evidence: Your customers have renewed past year 1 and/or expanded their footprint with your product/service due to continuing exchange of value.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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61
New client onboarding tracking: You have documented onboarding stages with exit criteria that are tracked in the CRM.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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62
Client retention tracking: You have documented the retention stages with exit criteria that are tracked in the CRM.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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63
Client expansion tracking: You have documented the expansion stages with exit criteria that are tracked in the CRM.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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64
Performance evaluation: You are evaluating performance of onboarding, retention and expansion using data and dashboards from the CRM.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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65
Opportunity volume: The data proves that the volume of opportunity at the top of the funnel sustains your growth goals for the next 12-24 months minimum.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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66
CAC Payback period: The data proves that payback period is consistently less than 12months quarter after quarter.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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67
Quota performance: Your quota-carrying roles are performing in aggregate at an average of 70%+ to target quarter after quarter.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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68
Forecast accuracy: The business can accurately forecast revenue targets within a +/- 10% variance to target quarter after quarter.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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69
Your Go-to-Market Fit Score (out of 100)
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70
Executive leader functions: You are confident which functional leaders you need to hire or promote onto your executive team in order to achieve scale (eg: VP Marketing, VP Sales, VP CS + VP Product + VP Eng + VP Finance all reporting to CEO)
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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71
GTM executive leader calibre: You have experience hiring leader(s), to manage and drive execution of the GTM playbook with performance to 80% participation QoQ and above at this stage of growth?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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72
New hire onboarding program: You have a new hire onboarding program in place across the GTM org built to actively reduce ramp time for each specalised role?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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73
Performance standards & criteria by role: The GTM org has prerformance standards & criteria in place to ensure proper management & tracking to role-specific metrics and expectations?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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74
Promotion pathing: The GTM org has promotion paths mapped for specalized roles in order to provide upward career paths and retain top talent within the GTM org.
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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75
Applicability of playbook to new opportunities: You can confidently use your GTM playbook to take your current product/service to a new geography, vertical, segment, etc. to expand new revenue?
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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76
Access to capital: You have access to the capital required to fund your push to new lines of business
*
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Strongly agree
Agree
Neither agree or disagree
Disagree
Strongly disagree
We're too early for this
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77
Your Scale Score (out of 100)
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78
1: Hypothesis Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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79
2: Market Analysis Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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80
3: Market Sizing Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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81
4: MVP Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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82
Your OVERALL Idea Market Fit Score (out of 100)
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83
5: Foundational Clients Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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84
6: Prove Usage & Adoption Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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85
7: Prove Value Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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86
8: Realise Value Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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87
Your OVERALL Product Market Fit Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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88
9. Repeatability Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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89
10. Foundational AE/Non-Founder Sales Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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90
11. Build Sales Team Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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91
12. Control Churn Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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92
13. Sustainability Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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93
Your OVERALL Go-to-Market Fit Score (out of 100)
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94
14. Hire Executives Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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95
15. Expand GTM Org Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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96
16. New Lines of Business Score (out of 100)
GENERAL SCORING GUIDE: 100 = No GTM debt, you've met the exit criteria, focus on next pillar 75-99 = You could move to the next pillar, however, you have some GTM debt that may cause problems in the future. 50-74 = You've made progress, however, key elements need work before moving to next pillar. 25-49 = You've made a start, but there's a good amount of work ahead of you in this pillar. 0 - 24 = Time redouble efforts in this area, focus is key.
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97
Your OVERALL Scale Score (out of 100)
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