How much organic traffic does your website get per month?
500 – 2,000 visitors/month
2,000 – 10,000 visitors/month
Do you have a keyword strategy targeting buyer-intent terms?
No keyword strategy at all
We've done some keyword research but
don't execute consistently
We target keywords but mostly
informational, not buyer-intent
Active strategy targeting
bottom-of-funnel buyer-intent keywords
How does your website perform on Core Web Vitals (page speed, mobile responsiveness)?
Poor — slow load, not
mobile-friendly
Decent — passes most tests but room
for improvement
Strong — fast, mobile-first,
optimized
Are you optimizing for AI search engines (ChatGPT, Perplexity, Google AI Overviews)?
What's AI search optimization?
Aware of it, haven't started
Starting to structure content for AI
visibility
Active AEO/GEO strategy in
place
4 questions
How often do you publish new content (blog posts, whitepapers, case studies)?
1-2 times per month,
inconsistently
Weekly, with a content calendar
3-5x/week with a documented strategy
tied to buyer journey
Do you have gated content (lead magnets) that generate MQLs?
1-2 resources, but they don't generate
many leads
Several lead magnets generating steady
MQLs
Full funnel content system: TOFU →
MOFU → BOFU with conversion tracking
Do you have published case studies with measurable results?
3-5 case studies with specific
outcomes
6+ detailed case studies with ROI
metrics, used actively in sales
Is your content repurposed across channels (blog → social → email → video)?
No — each piece is one-and-done
Sometimes shared on social
media
Regularly repurposed into 2-3
formats
Systematic content atomization: every
pillar → 8-10 pieces across channels
4 questions
Do you run outbound email campaigns targeting ideal customer profiles (ICPs)?
Occasional cold emails, no structured
sequences
Regular campaigns with defined ICP and
sequences
Multi-touch sequences with
personalization, A/B testing, and CRM integration
Are you running paid advertising (Google Ads, LinkedIn Ads, Meta)?
Tried before, inconsistent or poor
ROI
Running ads on 1-2 platforms with
moderate results
Multi-platform strategy with
retargeting, tracking, and positive ROAS
Do you have an Account-Based Marketing (ABM) program?
We have a target account list but no
coordinated program
Running ABM on key accounts with some
personalization
Full ABM with account intelligence,
multi-channel orchestration, and sales alignment
What's your lead-to-opportunity conversion rate from outbound channels?
5%+ with clear attribution
4 questions
How active is your company's LinkedIn presence?
Post 1-2x/week, mostly company
updates
Regular thought leadership posts with
decent engagement
Daily presence with executive
branding, employee advocacy, and lead gen
Is your CEO/CXO actively building their personal brand on LinkedIn?
No — they're not active on
LinkedIn
They post occasionally but without
strategy
Regular posting with growing
following
Active thought leader: 3-5 posts/week,
DM pipeline, speaking invitations
Do you host or participate in events (webinars, podcasts, meetups, conferences)?
Attend conferences but don't
host
Host quarterly webinars or appear on
podcasts
Regular event program: monthly
webinars, podcast series, community meetups
Do you have an active community or developer/user group?
Social followers but no engaged
community
Active Slack/Discord/Forum with
100-1000 members
Thriving community: 1000+ members,
regular engagement, generates pipeline
4 questions
Do you have a CRM in place with proper lead tracking?
No CRM / Using spreadsheets
CRM exists but poorly adopted or
maintained
Active CRM with pipeline stages and
regular updates
CRM fully integrated with marketing
tools, automated lead scoring, and attribution
Can you track which marketing channel generates the most revenue (not just leads)?
No — we can't attribute revenue to
channels
We track lead source but not through
to revenue
Basic attribution — we know which
channels perform best
Multi-touch attribution with revenue
mapped to channels and campaigns
How aligned are your sales and marketing teams?
Sales and marketing operate in
silos
Occasional communication, no shared
metrics
Regular meetings, shared lead
definitions (MQL/SQL)
Fully aligned: shared pipeline
targets, SLAs, joint planning, revenue accountability
Do you have marketing automation in place (nurture sequences, lead scoring,
workflows)?
Basic email automation (welcome
series, etc.)
Nurture sequences and some lead
scoring
Full marketing automation: behavioral
triggers, lifecycle stages, automated handoff to sales
4 questions