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Section 1: Top-of-Funnel (Awareness Stage)
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Campaign segmentation by buyer journey stage
Are your campaigns separated into Awareness, Consideration, and Decision stages (not lumped together)?
Educational content routing
Do informational keywords (“what is,” “how to,” “best [category]”) direct to educational content rather than product pages?
Separate budget allocation
Do you have distinct budget allocations for awareness campaigns vs. demand capture campaigns?
ICP targeting filters applied
Are you using job title, company size, and industry filters to prevent wasted spend on non-target audiences?
Customer/trial user exclusions
Are existing customers and active trial users excluded from awareness campaigns?
Message match
Do your ad headlines directly match your landing page headlines (message continuity)?
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Section 2: Mid-Funnel (Consideration Stage)
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Dedicated high-intent landing pages
Do you have specific landing pages for comparison keywords (“[your solution] vs. [competitor]”, “[solution] for [use case]”)?
Optimized product comparison pages
Are your comparison pages optimized for both SEO and paid traffic with clear differentiation?
Micro-conversion opportunities
Do you offer low-friction conversions (calculator, assessment, quiz) before asking for demo/contact info?
Behavioral audience segmentation
Are retargeting audiences segmented by behavior (pricing page viewers ≠ blog readers)?
Objection-specific retargeting ads
Do retargeting ads address specific questions/objections from user’s first visit?
Ad frequency capping
Is frequency capping enabled to prevent showing same ad 20-30+ times per week?
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Section 3: Bottom-of-Funnel (Decision Stage)
0/6
Optimized demo booking experience
Is your demo page streamlined (≤3 form fields + instant calendar integration)?
Trust signals
Do high-intent pages display customer logos, review ratings (G2/Capterra), and security badges?
Systematic A/B testing process
Are you running structured A/B tests on CTAs, form length, and page layouts regularly?
Behavioral context in lead handoff
Does your sales team receive behavioral data (pages visited, content consumed) with each lead?
Rapid response automation
Is there automated follow-up within 5 minutes of form submission?
Trial user activation sequences
Do you have proactive outreach for trial users who don’t activate within 72 hours?
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Section 4: Tracking & Attribution Infrastructure
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Server-side tracking implementation
Is server-side tracking configured to bypass ad blockers and iOS privacy restrictions?
Advanced conversion event tracking
Are you tracking 15+ events beyond form submissions (pricing views, video completions, feature page visits, etc.)?
CRM-to-ad platform integration
Is your CRM connected to ad platforms via API (not just Zapier/form tools)?
Full-funnel lead tracking
Can you track individual leads from first click → customer → lifetime value?
UTM parameter governance
Do you have consistent UTM naming conventions documented and enforced across all campaigns?
Bot and spam filtering
Are bot traffic and spam leads filtered from your reporting and analytics?
Single source of truth dashboard
Is there one centralized dashboard for all revenue metrics that stakeholders reference?
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Section 5: Lead Management System
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Behavioral lead scoring
Do you have lead scoring based on behavior (not just demographics)?
Automated routing by score
Are leads auto-routed based on score (hot → sales, warm → nurture, cold → long-term)?
Intent-weighted scoring
Does your scoring model properly weight high-intent actions (pricing view > blog read)?
Stage-segmented nurture sequences
Are email sequences segmented by buyer stage and specific interest areas?
Problem-focused nurture content
Do nurture emails focus on customer problems rather than product features?
Sales-marketing definition alignment
Do marketing and sales have documented, agreed-upon definitions for MQL, SQL, and opportunity?
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Section 6: Performance Analysis & Optimization
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Real-time funnel conversion visibility
Can you view funnel conversion rates by traffic source in real-time?
Cohort-based retention tracking
Do you track cohort metrics (e.g., Month 1 trial users → Month 6 retention)?
Full-funnel CAC by channel
Is CAC tracked by channel with complete attribution from first touch to customer?
LTV:CAC ratio by source
Do you calculate customer lifetime value to CAC ratio separately for each marketing channel?
Accurate pipeline forecasting
Can you forecast pipeline 90 days out with ≤15% variance from actual?
Documented optimization process
Do you have a structured testing cadence (minimum bi-weekly A/B tests) and learnings repository?
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