The GTM Audit playbook we run for every new account

Every new engagement starts the same way: a structured audit before a single tactic gets touched. Not because it looks thorough, but because it consistently surfaces the two or three things actually constraining growth — and they are rarely what the account expected going in.

1. Start with the funnel math, not the tactics

Before looking at channels, we build a single view of stage-to-stage conversion across the last two full quarters. Most audits skip this and go straight to channel performance, which means they end up optimizing a stage that was never the bottleneck.

2. Audit the CRM before the campaigns

If lifecycle stages, lead source, and attribution properties are inconsistent, everything downstream — reporting, scoring, routing — inherits that noise. We fix the record before we touch the motion.

• Lifecycle stage definitions and who owns transitions between them
• Lead source and original source consistency across integrations
• Duplicate and merge hygiene on company and contact records

3. Map the motion as it actually runs, not as documented

We shadow a week of real handoffs — marketing to SDR, SDR to AE — and compare it against the documented process. The gap between the two is usually where deals go quiet.

The audit is not the deliverable. The prioritized list of what to fix first, in the order that compounds, is the deliverable.

4. Rank fixes by leverage, not effort

We score every finding on two axes: how much of the funnel it touches, and how fast a fix would show up in the numbers. That ranking becomes the first 90 days.