The diagnostic · Marketing Lead route
Score yourself against 32 conditions of marketing readiness.
Three tiers, thirty-two binary conditions. Tick the ones already in place, leave the rest. By the end you have a ranked gap list and a recommended next step — the same gap list we’d build inside a paid engagement.
You sit between paid spend and the pipeline. You’re accountable for lead volume, lead cost, and the systems behind both. You suspect the issue is upstream of media — attribution, alignment, positioning, or pages — but you don’t have a clean way to triage which one. The 32 conditions below are the triage. Tier 3 (visibility) is what the market sees. Tier 1 (lead gen) is what the funnel does. Tier 2 (systems) is what makes both legible to the business.
How to score
Tick a condition only if it’s reliably in place — not partially, not someday. Unchecked = gap.
What you get
A total score (0–32), a readiness band, a per-tier breakdown, and the gap list ranked by tier priority.
Why three tiers
Visibility, lead gen, and systems each fail differently. Mixing them in one list hides which one to fix first.
Tier 1 · 12 conditions
Lead generation
Problem A · Qualified lead volume
- 01ICP and key search intents are clearly defined.
- 02At least one acquisition channel has reach to that ICP.
- 03Messaging speaks to a painful problem and a concrete outcome.
- 04Impression or outreach volume is sufficient to generate statistical opportunity.
Problem B · Cost per lead
- 05Targeting is narrowed to high-value segments, not broad audiences.
- 06Campaigns are continuously tested, not set and forgotten.
- 07Landing pages are fast, ad-relevant, and low friction.
- 08Performance is tracked to the qualified lead stage, not just clicks.
Problem C · Traffic-to-lead conversion
- 09Traffic is qualified by intent and funnel stage.
- 10Offer is stage-appropriate and reduces risk for the prospect.
- 11Pages have clear value prop, social proof, and mobile-first UX.
- 12Follow-up is timely and structured so leads don’t go cold.
Tier 2 · 10 conditions
Systems & structure
Problem A · Attribution
- 13Tracking is implemented end-to-end: ad → page → form/call → CRM with UTMs and call capture.
- 14A single source-of-truth report ties channels to qualified leads or opportunities.
- 15Lead source fields and campaign tags are consistently filled and not overwritten.
Problem B · Sales and marketing alignment
- 16Shared definition of a good lead and when it becomes an SQL or opportunity.
- 17Documented follow-up SLA covering response time, touchpoint count, and timeline.
- 18Feedback loop: sales tells marketing which leads close, campaigns adjust accordingly.
Problem C · Strategy clarity
- 19Revenue goals translated into channel-level targets: leads, CPL, and source mix.
- 20Each channel has a defined role: capture demand, generate demand, or nurture.
Problem D · Stack readiness
- 21Core platforms (ads, analytics, CRM, call tracking) are correctly configured and integrated.
- 22Standardized naming, UTMs, form fields, and pipelines keep data readable and scalable.
Tier 3 · 10 conditions
Visibility & positioning
Problem A · Local findability
- 23GMB is complete: categories, hours, services, NAP consistency across all listings.
- 24Pages exist matching high-intent searches (service + geo, problems, comparisons) and are technically sound.
Problem B · Competitive SERP presence
- 25Targeting the same or better intent queries and locations with sufficient budget and competitive bids.
- 26Ad copy and extensions differentiate on offer, proof, speed, or guarantees — not generic claims.
Problem C · Review engine
- 27A consistent process requests reviews from happy customers at defined service milestones.
- 28Reviews are monitored and responded to: negatives addressed, positives reinforced with brand keywords.
Problem D · Messaging clarity
- 29Brand clearly states who it serves, what problem it solves, and why it beats alternatives.
- 30Core messages are documented and reused across ads, pages, and sales scripts consistently.
Problem E · Marketing intention
- 31A small number of positioning themes and proof points anchor all activity — no tactic chasing.
- 32Activity is reviewed monthly or quarterly with decisions made from data, not gut feel.
Your readiness profile
A score is a starting point, not a verdict.
The gap list below is the same one we’d build inside the first week of a paid engagement. The recommended next step maps to the dominant tier — not your total — because that’s what actually moves first.
Total conditions in place
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Your ranked gap list
Sorted Tier 3 → Tier 1 → Tier 2 — the order that maps to most SMB and mid-market buying journeys. Each gap below would become a line item if we scoped this together.