GTM Audit Discovery | SaaS Guide Solutions

1

Company Profile & Stage

5 min

What stage are you at? (Pre-revenue / Early revenue <$1M ARR / Growth $1-10M / Scale $10M+)

What's your current ARR/MRR? Where do you want to be in 12 months?

What's the team size? (Total / Sales / Marketing / CS / Ops)

What's your ICP? (Industry, company size, buyer persona, deal size)

Primary GTM motion? (PLG / Sales-led / Channel / Hybrid)

What triggered this call? What's the #1 pain point right now?

2

Sales Process & Pipeline

5 min

Walk me through your sales process. (Lead → Demo → Proposal → Close) How many stages?

Average deal cycle length? (Days from first touch to closed-won)

Win rate? Do you know where deals stall or die?

Average deal size (ACV)? Trending up or down?

Pipeline coverage ratio? (3x target? 5x? Do you measure it?)

How are leads routed and scored? Manual or automated? Rules-based or gut feel?

Do reps have playbooks / sequences? Or is outreach ad-hoc?

AI Opportunity: Automated lead scoring, AI-generated sequences, pipeline forecasting, deal coaching

3

Marketing & Lead Generation

5 min

Where do your leads come from? (Inbound / Outbound / Referral / PPC / Content / Events) What %?

Monthly lead volume? (MQLs / SQLs) What's your MQL-to-SQL conversion rate?

Cost per lead (CPL)? Customer acquisition cost (CAC)? Do you track by channel?

What PPC / paid channels are you running? (Google Ads, Capterra, G2, LinkedIn Ads, Meta)

Content marketing? (Blog, SEO, webinars, case studies) What's driving organic traffic?

Do you have marketing automation? (Drip campaigns, nurture sequences, retargeting)

Website analytics setup? (GA4, heatmaps, visitor identification like Snitcher/Clearbit)

AI Opportunity: AI content generation, intent-based targeting, automated nurture, predictive lead scoring, visitor deanonymization

4

Operations & RevOps

5 min

Do you have a dedicated RevOps / Ops person? Or is it split across roles?

How clean is your data? Duplicates? Incomplete records? When was the last data audit?

Do Sales, Marketing, and CS share the same source of truth? Or are there data silos?

What manual processes eat the most time? (Data entry, reporting, handoffs, approvals)

Do you have real-time dashboards? Or are reports manually built? (Weekly Excel exports?)

How is the sales-to-CS handoff? Is context lost? Does CS get full deal history?

AI Opportunity: Automated data enrichment, AI-powered reporting, workflow automation, intelligent handoff triggers

5

Implementation & Onboarding

3 min

What's your onboarding process? (Self-serve / guided / white-glove) Time to value?

How long from signed contract to live customer? Is implementation a bottleneck?

Do you track activation metrics? (First value moment, feature adoption, setup completion %)

Are customers dropping off during onboarding? Where and why?

AI Opportunity: Automated onboarding sequences, in-app guided tours, AI chatbot support, health score tracking

6

Customer Success & Retention KPIs

3 min

Monthly / Annual churn rate? (Logo churn AND revenue churn) Do you know why customers leave?

Net Revenue Retention (NRR)? Are you expanding within existing accounts?

LTV:CAC ratio? (Target: 3:1+) Do you calculate this?

NPS or CSAT scores? How do you collect customer feedback?

Do you have customer health scores? Can you predict churn before it happens?

QBR / check-in cadence? Proactive or reactive customer management?

Upsell / cross-sell process? Who owns expansion revenue? Is it systematic?

AI Opportunity: Predictive churn models, automated health scoring, AI-triggered renewal workflows, sentiment analysis

7

Current Tech Stack Audit

3 min

Check what they're using. Gaps = opportunities.

CRM & Sales

CRM: _______________

Sales engagement: _______________

Prospecting / Data: _______________

Call recording / coaching: _______________

Marketing

Marketing automation: _______________

Email platform: _______________

Analytics / Tracking: _______________

SEO / Content tools: _______________

CS & Support

CS platform: _______________

Help desk / Ticketing: _______________

Operations & Data

BI / Reporting: _______________

Integration / iPaaS: _______________

AI tools in use: _______________

Billing / Revenue: _______________

Key Questions: How well are tools integrated? What's shelfware? What's held together by spreadsheets?

8

AI & Automation Readiness

2 min

Are you using any AI today? (ChatGPT, Copilot, AI SDRs, AI writing, etc.)

What processes would you automate if you could? (Top 3 time sinks)

Data maturity: Is your data clean enough to power AI? (AI is only as good as the data)

Team appetite for AI? (Excited / Skeptical / Overwhelmed / Don't know where to start)

Budget for tools / consulting? (Ballpark or range is fine)

Quick-Score Summary

Rate each area 1-5 based on the call. 1 = major gap, 5 = solid.

Area	1	2	3	4	5	Notes
Sales Process
Lead Generation
Marketing
RevOps / Data
Implementation
CS / Retention
Tech Stack
AI Readiness

Next Steps & Recommendations

Top 3 Gaps Identified:

1.

2.

3.

Quick Wins (AI / Software can solve in 30 days):

Recommended Engagement:

Advisory (monthly) Fractional (weekly) Project-based Full audit report

Follow-up Notes: