Question 1 of 12
Pillar: Strategy & Diagnosis
Do you know exactly where your pipeline is breaking down right now?
Be honest. Could you name the specific stage and the reason, not just “we need more leads”?
Question 2 of 12
Pillar: ICP & Segmentation
How clearly defined is your ideal customer profile?
Not “we sell to mid-market B2B” — a real documented ICP with firmographics, role, trigger event, and disqualifiers.
Question 3 of 12
Pillar: Brand & Value Prop
Can your sales team articulate why you win in one sentence?
Not features. Not “we’re customer-focused.” A real point of difference tied to a real pain the buyer has.
Question 4 of 12
Pillar: Pipeline
How predictable is your pipeline quarter to quarter?
Could you tell your CEO with confidence what revenue you’ll close 60 days from now?
Question 5 of 12
Pillar: Content & Campaigns
Does your content build pipeline or just fill a calendar?
Is your content system tied to ICP pain, demand generation, and conversion — or is it “we should post something this week”?
Question 6 of 12
Pillar: Pipeline — Outbound
Does your outbound run on a documented, repeatable system?
Or is it “whoever feels like it, whenever they have time, using whatever message felt right that day”?
Question 7 of 12
Pillar: Pipeline — Inbound
When a qualified lead lands on your website, do they convert?
Is there a clear conversion path — lead magnet, booking mechanism, nurture flow — or do people bounce?
Question 8 of 12
Pillar: Sales Enablement
Are sales and marketing working from the same playbook?
Shared definition of a qualified lead, agreed handoff process, common language on ICP and pipeline stages.
Question 9 of 12
Pillar: Analytics & ROI
What pipeline metrics do you review on Monday morning?
The 5 numbers a board actually wants. Not vanity metrics like LinkedIn impressions or email open rates.
Question 10 of 12
Pillar: Team & Capacity
Could your pipeline system run for 2 weeks without you?
Is it documented well enough that someone on your team could maintain outbound, content, and follow-up without you in the room?
Question 11 of 12
Pillar: Channel & Reach
Are you building trust with future buyers before they’re in the market?
The 4-stage trust model: Discover → Engage → Connect → Co-Create. Where are you?
Question 12 of 12
Pillar: 90-Day Operating Cadence
Do you have a 90-day pipeline plan right now?
Not a marketing calendar. A revenue-focused 90-day plan with pipeline targets, channel activities, milestones, and who owns what.
Your Pipeline Health Score
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