Pipeline Audit

A real audit.
Not another quiz.

Thirty questions across six areas. We score your targeting, visibility, inbound, outreach, follow-up, and conversion process, then reverse-engineer the campaign math required to hit your revenue goal. About 15 minutes.

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Section 1 of 7: Goals & Economics12%

About Your Business

Who you sell to, and your revenue goal.

First, tell us who you sell to so we can tailor the audit to your buyers. Then a few numbers that drive the campaign math at the end of your report. Estimates are fine.

Who do you sell to? * check all that apply

Please select at least one option.

Question 1 of 4

What is your average annual contract value? *

Please enter a number.

Average revenue from one customer or contract over a year. USD.

Question 2 of 4

Target new revenue from new business in the next 12 months? *

Please enter a number.

Annualized value of new business you want to win. USD.

Question 3 of 4

How many new deals did you close in the last 12 months? *

Please enter a number.

Question 4 of 4

Typical contract or commitment length *

Month-to-month
6 to 12 months
1 to 2 years
2+ years
Section 2 of 7: Targeting25%

Targeting

Who you target and how well you know them.

Bad targeting creates bad pipeline. Four questions on your ICP, list, decision-maker access, and segmentation.

Question 1 of 4

How clearly defined is your Ideal Customer Profile?

We sell to whoever shows interest.
We have a rough sense but it is not written down.
We have it written down but it is broad or generic.
We have a specific ICP with segment, size, geography, and {{BUYER}} title defined.

Question 2 of 4

How is your target account list maintained?

We do not have a list, we work from inbound and referrals.
We have a list but it is outdated or unstructured.
We have a current list but it is not segmented or scored.
We have a current, segmented, scored target list with decision-maker contact info.

Question 3 of 4

How well do you know the people who decide on purchases at your target {{ACCOUNTS}}?

We do not know who decides until they reach out to us.
We know the title but not the actual people.
We know some by name from past wins.
We have named decision-makers mapped across our target accounts.

Question 4 of 4

How many distinct ICP segments do you actively target?

We do not segment.
One broad segment.
Two to three segments by type.
Three to five segments, each with its own messaging and list.
Section 3 of 7: Visibility37%

Visibility

What buyers see when they look you up.

Visibility is the silent qualifier. Buyers research before they respond. Four questions on your search presence and credibility signals.

Question 1 of 4

When {{SEARCHER}} searches for what you offer, what happens?

We do not show up.
We show up sometimes but it is inconsistent.
We show up but competitors rank higher.
We consistently appear at the top of the results.

Question 2 of 4

How complete and active is your online business profile?

We do not have one or it is barely filled out.
It exists but no photos, posts, or recent reviews.
It is filled out and gets occasional reviews.
It is fully optimized with regular posts, photos, and a steady flow of new reviews.

Question 3 of 4

How well does your website speak to your {{BUYERS}} and their needs?

It targets a broad, general audience.
It is generic and not structured around your {{BUYERS}} and their concerns.
We have a general page but no audience-specific content.
We have dedicated pages for each segment we target.

Question 4 of 4

What credibility signals does {{SEARCHER}} see when they look you up?

Limited online presence, few or dated reviews.
Some reviews exist but no clear credentials are visible.
Some reviews and basic credentials visible.
Strong reviews, certifications, proof, and case examples easy to find.
Section 4 of 7: Outreach50%

Outreach

How you start new conversations.

Five questions on your channels, cadence, messaging, and weekly outreach discipline.

Question 1 of 5

How many outreach channels do you actively use to start new conversations?

None, we wait for inbound.
One channel inconsistently.
Two channels but not coordinated.
Three or more channels working together.

Question 2 of 5

How structured is your outreach cadence?

We reach out when we have time.
We have a general approach but it is not written down.
We have a written sequence but it is not enforced.
Every contact moves through a documented multi-touch sequence.

Question 3 of 5

How is your outreach messaging tailored to the {{BUYER}} and their situation?

We send the same message to everyone.
We tweak it for each prospect from scratch.
We have a few templates by service type.
We have messaging variants by segment and role with documented frameworks.

Question 4 of 5

Are you using LinkedIn or other relevant networks as part of your outreach?

Not at all.
We have profiles but do not actively use them for outreach.
We send connection requests but it is not systematic.
We run structured LinkedIn outreach with warmed profiles, targeted lists, and tracked replies.

Question 5 of 5

What does a typical week of outreach look like?

No defined activity.
A few calls or emails when we remember.
A regular block of time but variable volume.
A defined weekly target across channels, tracked and reviewed.
Section 5 of 7: Follow-up62%

Follow-up

What happens after the first touch.

Follow-up is where most pipelines leak. Four questions on your nurture, CRM discipline, and post-meeting cadence.

Question 1 of 4

When a prospect does not respond to first outreach, what happens?

We move on.
We try once more and stop.
We have a 3 to 5 touch sequence.
We have a multi-month nurture track for non-responders.

Question 2 of 4

What happens to leads who say "not right now" or "maybe later"?

They get lost.
We remember to check back if we think of it.
We add them to a list and check in occasionally.
They move into a structured long-term nurture with regular value-add touches.

Question 3 of 4

How disciplined is CRM usage for tracking prospects?

We do not use a CRM, things live in inboxes and notebooks.
We have a CRM but it is not consistently updated.
Most prospects are in the CRM but stages are loose.
Every prospect is in the CRM with defined stages and next actions.

Question 4 of 4

What is your typical follow-up window after an initial meeting or demo?

We follow up when we remember.
Within a week, when convenient.
Within 48 hours, most of the time.
Within 24 hours, every time, with a documented next step.
Section 6 of 7: Conversion75%

Conversion

Turning conversations into contracts.

Last set. Four questions on your proposal process, objection handling, lost deals, and how you measure improvement.

Question 1 of 4

How standardized is your quote or proposal process?

Every proposal is built from scratch.
We have a template but it is outdated.
We have a current template but customize heavily each time.
We have a structured proposal process with templated sections and quick turnaround.

Question 2 of 4

How do you handle objections during the sales conversation?

We respond in the moment, no preparation.
We have some experience-based responses.
We have informal scripts for common objections.
We have a documented objection-handling playbook used across the team.

Question 3 of 4

What do you do with deals you lose?

We move on.
We sometimes ask why.
We track lost reasons informally.
We document every lost deal, run a recovery sequence at 6 months, and feed insights back into messaging.

Question 4 of 4

How do you know if your sales process is improving over time?

We go by feel.
We watch revenue but do not track conversion rates.
We track close rate but not by source or stage.
We track conversion at every stage and review monthly.
Section 7 of 7: Inbound87%

Inbound

Attracting demand with content and inbound.

Five questions on your content engine: SEO content, social, lead magnets, nurture, and how your content converts visitors into leads.

Question 1 of 5

How much SEO-optimized content do you publish that targets what your {{BUYERS}} search for?

We do not publish content.
We post occasionally with no keyword or search strategy.
We publish somewhat regularly and target some search terms.
We publish consistent, SEO-optimized content mapped to what our buyers search for.

Question 2 of 5

How consistent and intentional is your social media presence?

We are not active on social media.
We post sporadically with no real plan.
We post regularly on at least one platform.
We run a consistent, planned presence on the platforms our buyers actually use.

Question 3 of 5

Do you use lead magnets like ebooks, guides, checklists, or whitepapers to capture contact info?

No, we have nothing to capture leads.
We have a basic newsletter signup only.
We have one lead magnet that captures some contacts.
We have multiple lead magnets mapped to different buyer needs and stages.

Question 4 of 5

Do you nurture and build authority with educational content such as email sequences, webinars, courses, or an LMS?

No nurture or educational content exists.
We send occasional emails but nothing structured.
We have an email sequence or run the occasional webinar.
We run structured nurture (sequences, webinars, or a course or LMS) that builds authority over time.

Question 5 of 5

How well does your content convert visitors into leads with clear CTAs, landing pages, and gated offers?

Our content has no clear path to becoming a lead.
We have a contact page but few real conversion points.
Some pages have CTAs or forms that capture leads.
Our content, CTAs, and landing pages are built to convert visitors into leads.

Which channels bring you inbound leads?

Approximate monthly spend by channel

Optional, but it sizes the cost behind your inbound so the numbers mean something. Leave blank if you are not sure.