revenue-engine-maturity-diagnostic
Applies when a go-to-market team is putting in effort and still getting unpredictable revenue, or is about to invest in automation or AI. Produces a maturity level per dimension, one overall level, and a ranked list of the gaps that block the next level.
Most go-to-market strategies fail from a lack of system, not a lack of effort. This diagnostic finds where the system breaks. Its core rule: a revenue engine runs at the level of its weakest dimension, so the job is to find that dimension and fix it before anything built on top of it.
The model
Five levels, each a precondition for the next:
| Level | Name | In one line |
|---|---|---|
| 1 | Foundation | A written ICP, a CRM of record, one channel, defined pipeline stages |
| 2 | Systemized | Documented ICP, basic scoring, templates, data protocols, monthly review |
| 3 | Orchestrated | Two or more channels in automated sequences, intent in scoring, weekly optimization |
| 4 | Predictive | Trigger-based workflows, calibrated scoring, human approval on top-tier accounts |
| 5 | Compound | Self-calibrating scoring, lead-level messaging, forecast variance under 15% |
Six dimensions are scored at every level: ICP definition, lead scoring, outreach, data quality, feedback loops, automation. The full criteria for each level, and the pass/fail checklist, are in references/level-criteria.md.