Tool
How healthy is your portfolio company's go-to-market?
Score the twelve checks below from 0 to 2. The tool adds them up out of 24, names the band and picks the three checks to fix first. The checks cover the CRM foundation, inbound, targeting, and signals and outreach, and all read data the company already holds. The scoring rules come from the portfolio company GTM scorecard play.
Score the twelve checks
Zero is the red flag. Two is what good looks like. One means it exists but runs by hand or covers part of the business. One person with CRM admin access can score all twelve in a week from a CRM export, the form tool, the lead queue, closed-won opportunities and a conversation with the sales lead and the board.
| # | Area | Check | Scores 0 when | Scores 2 when |
|---|---|---|---|---|
| 1 | CRM foundation | Duplicates | Several records per account, cleaned by hand if at all | One record per account, and dedupe runs on its own |
| 2 | CRM foundation | Data rules | Fields filled when a rep remembers, with no source or date | Required fields, each stamped with its source and date |
| 3 | CRM foundation | Account hierarchy | Parents and subsidiaries sit as unrelated records | Parent and child companies linked, so a rep sees the whole group |
| 4 | Inbound | Lead enrichment | A form fill arrives as a name and an email | Enriched and scored the moment it lands |
| 5 | Inbound | Routing | Leads sit in a queue until someone looks | The right rep gets it in minutes, with an alert |
| 6 | Inbound | Attribution | Nobody can say where closed deals came from | Every closed deal traces back to its source |
| 7 | Targeting | Lookalikes | No list beyond the accounts reps already know | A list of companies that match the best current customers |
| 8 | Targeting | Market map | Target accounts live in spreadsheets and heads | Every target account sits in the CRM with a tier |
| 9 | Targeting | Buying committee | One contact per account | 3 to 5 roles mapped per target account |
| 10 | Signals and outreach | Signals | Reps hear about funding and hires on LinkedIn, if at all | Funding, hiring and competitor moves feed a weekly call list |
| 11 | Signals and outreach | Investor network | Warm paths exist only in the board's heads | Warm paths from the fund and the board to target accounts, written down |
| 12 | Signals and outreach | AI outreach | Cold domains, pasted copy, replies in one inbox | Warmed domains, AI drafts, a person approves, replies routed |
How do you read the total?
Add the twelve scores up out of 24 and read the band as a rule of thumb.
| Total | Band | Why |
|---|---|---|
| 0 to 8 | Fix the data first | Nothing else works on a broken CRM. Routing a lead to the wrong duplicate, or scoring a lookalike list against customers with no industry field, wastes the build. |
| 9 to 16 | Fix inbound and targeting | The leaks cost deals the company already earned, and targeting decides whether outbound has a list worth sending to. |
| 17 to 24 | Ready to scale outreach | The foundation holds, so signals and outbound have data to run on. |
Two checks carry extra weight. If duplicates or data rules score 0, the tool reads the total as the band below whatever the rest says, because routing, scoring and lookalikes all run on those two.
What happens to your answers?
Nothing is sent or stored. The scores live in the page until you close it, and the copy button puts a plain-text summary on your clipboard so you can paste it into a note, a deck or an email.