Sales Funnel Audit Checklist: 100 Points

A sales funnel audit checklist is the 100 points the 100-Point GTM Autopsy scores, published here so you can see the list. Clients do not self-score. The scoring is the service.

The 100-Point GTM Framework is the same list, free on this site. Print or save that page. The Outside-In GTM Teardown is the 40 points marked outside-in. Scoring the full list against your CRM is the 100-Point GTM Autopsy: $5,000, five business days from access granted, then a recorded 90-minute walkthrough.

What is on a sales funnel audit checklist?

Eight sections. One hundred points. Each point on the scored report is pass, partial, or fail. Points marked outside-in are the ones that can be read from public sources.

How do you use it?

Read the lines so you know what gets measured. Do not self-score. The number that uses your data is the 100-Point GTM Autopsy, not this page. Fees are on the pricing page.

01 Positioning and messaging

14 points. 10 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 001. One sentence states who the company is for and why it wins. (outside-in)
• 002. Positioning names the real alternatives, including doing nothing. (outside-in)
• 003. Differentiation is specific and provable, not adjectives. (outside-in)
• 004. Messaging is written by persona, not one message for every buyer. (outside-in)
• 005. Every claim is mapped to a customer, a number, or a case. (outside-in)
• 006. That proof sits next to the claim, not only in a sales folder. (outside-in)
• 007. Website, decks, sequences and reps say the same thing. (outside-in)
• 008. A buyer can tell the company apart from its top two competitors before the first call. (outside-in)
• 009. Customers describe the value in the same terms the company uses. (outside-in)
• 010. Each offer has a written scope and a written outcome. (outside-in)
• 011. The top five objections have written, tested responses.
• 012. Messaging has been tested against reply, meeting or conversion data in the last two quarters.
• 013. A defined entry offer lowers the risk of the first purchase.
• 014. The offer gives a buyer a reason to act this quarter.

02 ICP and TAM definition

12 points. 6 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 015. A written ICP is specific enough that a rep can disqualify an account with it. (outside-in)
• 016. Firmographic boundaries name a revenue band and a headcount range. (outside-in)
• 017. Firmographic boundaries name industry and geography. (outside-in)
• 018. The buying triggers that put an account in-market now are named. (outside-in)
• 019. The buying committee is mapped: economic buyer, champion, likely blockers. (outside-in)
• 020. A target account list exists. (outside-in)
• 021. The ICP is derived from closed-won data, not from aspiration.
• 022. Written disqualification criteria exist and are used.
• 023. The target account list is sized and prioritized against the ICP.
• 024. Win rate, deal size and cycle length are known by ICP segment.
• 025. The ICP is re-checked against new closed-won and closed-lost data at least twice a year.
• 026. Sales, marketing and leadership describe the same ICP when asked separately.

03 Demand generation, top of funnel

14 points. 8 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 027. The website says who it is for, above the fold. (outside-in)
• 028. The website says what to do next, above the fold. (outside-in)
• 029. Content exists for buyers who are not yet in a deal. (outside-in)
• 030. That content is mapped to the early stages of the buying journey. (outside-in)
• 031. The problem the company creates demand around is named in public. (outside-in)
• 032. Content aimed at that problem is published on a cadence, not only when a live deal needs a page. (outside-in)
• 033. Top-of-funnel demand is aimed at the written ICP. (outside-in)
• 034. More than one channel creates demand before a buyer raises a hand. (outside-in)
• 035. A written content plan covers buyers who are not in a live deal.
• 036. Top-of-funnel activity is attributed separately from outbound and from inbound response.
• 037. One person owns top-of-funnel demand as a number.
• 038. Sales and marketing share targets and meet on them.
• 039. References and case studies are captured systematically for later use.
• 040. Early-stage content does not assume the reader is already in a sales cycle.

04 Consideration and bottom-of-funnel presence

12 points. 10 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 041. A pricing page exists. (outside-in)
• 042. Comparison pages exist against the real alternatives. (outside-in)
• 043. Use-case pages exist for the way the ICP buys. (outside-in)
• 044. The bottom-of-funnel search terms buyers actually use are targeted. (outside-in)
• 045. Results and numbers are easy to find on the site. (outside-in)
• 046. Case studies are easy to find on the site. (outside-in)
• 047. A buyer searching the problem in AI answers finds the company, or a clear gap. (outside-in)
• 048. The company is present in the directories a buyer in this category would check. (outside-in)
• 049. Reviews a buyer would read are findable. (outside-in)
• 050. The company shows up, or is clearly absent, in the forums where buyers ask. (outside-in)
• 051. Pricing has been reviewed against competitors and win-loss data in the last year.
• 052. Battlecards exist for the top competitors and are current.

05 Outbound motion

12 points. 4 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 053. Outbound targets the stated ICP, not a random bought list. (outside-in)
• 054. Copy is written by persona and references something specific to the account. (outside-in)
• 055. Sending uses authenticated domains rather than a freemail identity. (outside-in)
• 056. The channels in the motion match what the company says in public. (outside-in)
• 057. Signals or triggers decide who gets contacted, and those signals are named.
• 058. Signals acted on are under seven days old.
• 059. Sequence architecture is documented: steps, timing, and the writing.
• 060. Warm-up is configured and monitored.
• 061. Bounce, reply and spam-complaint rates are tracked against thresholds.
• 062. Meetings booked and meetings held are tracked separately.
• 063. Outbound-sourced pipeline and revenue are attributable in the CRM.
• 064. Sequences are tested and retired on data at least quarterly.

06 Inbound handling and speed to lead

10 points. 2 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 065. A form or other request path is present on high-intent pages. (outside-in)
• 066. The site states what happens after a request, including who it reaches. (outside-in)
• 067. Inbound leads reach a person inside a defined time.
• 068. Inbound response time is measured.
• 069. That measured time is compared with the standard the company set.
• 070. Form conversion rates are measured by page.
• 071. Lead source is captured consistently on every record.
• 072. Inbound-sourced pipeline is reported monthly.
• 073. Inbound-sourced revenue is reported monthly.
• 074. Replies are routed and worked inside a defined time.

07 Sales process and pipeline hygiene

14 points. 0 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 075. Stage definitions have written entry and exit criteria and mean the same thing to every rep.
• 076. Conversion rates between stages are measured by segment, and the volume the number requires is calculated from those rates.
• 077. Sales cycle length is measured by segment and deal size.
• 078. Coverage is calculated on qualified opportunities only, and the forecast describes a number the pipeline can produce.
• 079. Forecast categories are defined, applied consistently, and accuracy is measured against actuals.
• 080. Deals with no recent activity are flagged or closed out, and every open opportunity has a dated next step.
• 081. A written discovery framework is used on first calls, and qualification criteria are recorded in the CRM.
• 082. A mutual action plan is used on deals above a set size, and deal reviews follow a consistent format.
• 083. Win-loss reasons are captured on every closed deal, and where deals stall is known by stage.
• 084. Win rate is measured by segment, source and rep, and rep ramp, onboarding and call coaching are defined.
• 085. The handoff from sales to delivery or onboarding is documented.
• 086. Discounting runs on written rules, average discount is tracked, and price objections are tracked by stage and reason.
• 087. Pricing logic is documented, packaging matches how the ICP buys, and reps can explain pricing without escalating.
• 088. One executive owns the revenue number, quotas come from capacity math, and the weekly operating cadence logs its decisions.

08 Data, CRM and revenue operations

12 points. 0 can be scored from public sources. Those are marked outside-in. Clients do not self-score.

• 089. The CRM is the single source of truth for pipeline, and sales and marketing share one definition of lead, qualified lead and opportunity.
• 090. Required fields are enforced at each stage, and completeness of key fields is measured.
• 091. Duplicate records are cleaned on a schedule.
• 092. Stale records are cleaned on a schedule.
• 093. Pipeline and conversion dashboards exist and are used, and core reports run without manual spreadsheet work.
• 094. Every tool in the go-to-market stack has an owner and measured use, and tool spend is reviewed against usage at least yearly.
• 095. Attribution rules are written and applied consistently.
• 096. Gross and net revenue retention are measured, and one person owns retention and expansion as a number.
• 097. Onboarding has a defined time to first value, and customer health is scored on defined signals.
• 098. Churn reasons are captured, and renewal dates are in the CRM with enough lead time to act.
• 099. Expansion paths are defined by customer type, and expansion pipeline is tracked separately from new business.
• 100. Customer feedback reaches positioning and product decisions.

Questions this post answers

What is a sales funnel audit checklist?

It is the 100 points the 100-Point GTM Autopsy scores, published so you can see the list. This page does not score you.

Can I score myself with this?

No. Clients do not self-score. The score that uses your CRM is the 100-Point GTM Autopsy, which is $5,000 and takes five business days from access granted.

Which points does the 20 Minute Teardown cover?

The 40 points marked outside-in. The split is 10, 6, 8, 10, 4 and 2 across the first six sections. The last two sections are not scoreable from public sources.

Where is the downloadable framework?

On the 100-Point GTM Framework page. It is the same 100 points. Print or save that page. The scoring is the service, not the list.