The GTM Audit
A complete, data-driven diagnostic of your go-to-market engine. Find out exactly what's working, what's broken, and what to fix first.
From TK Kader: Founded ToutApp (backed by a16z, sold to Marketo). SVP of Strategy at Marketo (sold to Adobe for $4.75B). Founder of Instant.
You're past $5M ARR. You've hired salespeople, launched campaigns, and tried three different agencies. But you still can't answer the most basic question: is your GTM actually working?
Most CEOs operate on gut feel and activity metrics. Pipeline looks "healthy" until deals slip. Content is being published, but nobody can tell you which pieces drive revenue. Ads are running, but CAC keeps climbing. Marketing says it's a sales problem. Sales says it's a lead quality problem.
The real problem? Nobody has done the forensic work. Nobody has pulled apart every layer of your GTM, traced the data end to end, and told you plainly: here's what's broken, here's what's working, and here's exactly what to do about it.
That's what the GTM Audit is.
This is not a 200-page slide deck from a firm that doesn't know your business. It's a focused, data-driven diagnostic from someone who has built and sold GTM machines. Four weeks. Six audit pillars. One 90-minute walkthrough where I personally walk you through every finding and give you tactical, actionable recommendations you can execute immediately.
The 6 Audit Pillars
- ICP Analysis: who you're targeting vs. who's actually buying, and where the gaps are
- Messaging Audit: how your positioning lands with your market, tested against real buyer signals
- Lead Generation Analysis: every channel, campaign, and funnel graded by cost, volume, and quality
- Pipeline Health Check: stage-by-stage conversion rates, deal velocity, and where pipeline stalls
- Revenue Attribution Report: which motions drive closed-won revenue and which are burning budget
- Expansion Opportunity Map: upsell, cross-sell, and retention levers you're leaving on the table
How It Works
Data Collection
- You receive a Data Request Template to fill out on your schedule
- CRM data: pipeline stages, win/loss history, deal velocity
- Marketing data: traffic sources, conversion rates, campaign performance
- Revenue data: MRR/ARR breakdown, cohort retention, expansion
- We work directly with a member of your Ops team to ensure the right data is captured
Market Research
- Competitive positioning analysis
- ICP validation against actual closed-won data
- Messaging effectiveness review across channels
- Buyer journey mapping from first touch to close
Analysis
- End-to-end funnel analysis by channel and campaign
- Pipeline health scoring and deal velocity benchmarking
- Revenue attribution modeling: what's driving closed-won
- Expansion revenue opportunity sizing
Report + Personal Walkthrough
- Complete written report with tactical, prioritized recommendations
- 90-minute live session with TK to review every finding
- Specific action items: what to fix, in what order, and how
- Recommendations your team can start executing the next day
Who This Is For
The GTM Audit is designed for CEOs and revenue leaders at companies doing $20M+ ARR. At this stage, you have enough data, pipeline history, and organizational complexity to make a forensic diagnostic valuable.
You should get this audit if:
- You've scaled past product-market fit but can't pinpoint why growth is stalling
- Your marketing and sales teams disagree on what's working (and who's responsible)
- You're spending on multiple channels but can't attribute revenue to any of them confidently
- You're preparing for a board conversation, fundraise, or leadership hire and need an honest assessment of your GTM
Meet Your Growth Partner
Hi, I'm TK. I'm an entrepreneur, business builder, and Founder of Instant. At 10, I immigrated to the United States. My career started at Bridgewater Associates. At 28, I started ToutApp, a sales software company. As a solo founder, I raised over $20M from a16z and Jackson Square and built it from $0 to a multi-million dollar business.
After selling ToutApp to Marketo, I worked with one of the best SaaS PE firms in the world to deliver one of the biggest and quickest SaaS transactions: the $4.75bn sale to Adobe.
Through that journey, I learned how to build, scale, and exit SaaS businesses from the inside. Every GTM Audit is reviewed personally by me. You're not getting a junior consultant's first take. You're getting the perspective of someone who has built, scaled, and sold GTM machines.
Why We Offer This
We work with CEOs and GTM leaders every day who are building inbound demand acquisition systems. The number one thing we see? They get stuck on the first step. They don't know what's working, what's not, or where to focus first.
That's why we created the GTM Audit. It's the on-ramp. Before you can fix your GTM, you need to see it clearly. This engagement gives you that clarity so you can move forward with confidence, whether you work with us or not.
Investment
The GTM Audit is a one-time engagement: $25,000. Four weeks. Six audit pillars. A complete written report with tactical recommendations and a 90-minute personal walkthrough with TK.
- 6-pillar diagnostic across ICP, messaging, lead gen, pipeline, attribution, and expansion
- Complete written report with tactical, prioritized recommendations
- 90-minute personal walkthrough with TK
- Ops team coordination to ensure the right data is analyzed
- Actionable next steps your team can execute the next day
Walk away knowing exactly what's working, what's broken, and what to fix first.
TK leads and reviews every audit personally. Limited to 2-3 per month.
Frequently Asked Questions
- What data do I need to provide?
- After purchase, TK's team sends you a Data Request Template covering CRM data (pipeline stages, win/loss history, deal velocity), marketing analytics (traffic sources, conversion rates, campaign performance), and revenue data (MRR/ARR breakdown, cohort retention, expansion revenue). You fill it out and attach relevant CSVs or exports. No direct access to your systems required, so your security and privacy policies stay intact. We typically work with a member of your Ops team to make sure the right data is captured. Most companies complete the template within 2-3 business days.
- How long does the audit take?
- Four weeks from data handoff to final walkthrough. Week 1 is data collection via the Data Request Template. Weeks 2-3 are market research and analysis. Week 4 is the written report delivery (with tactical, prioritized recommendations) and a 90-minute live walkthrough with TK where you can ask questions about every finding and leave with specific action items.
- What happens after the walkthrough?
- You'll have a complete written report with tactical, prioritized recommendations your team can start executing the next day. Every finding comes with a specific action item: what to fix, in what order, and how. The report is yours to keep and share with your leadership team. Many CEOs use the audit findings to restructure their GTM org, reallocate budget, or make hiring decisions.
- What size company is this for?
- The GTM Audit is designed for companies at $20M+ ARR. At this stage, you have enough data, pipeline history, and organizational complexity to make a forensic diagnostic valuable. The same diagnostic framework applies whether you're at $20M or $400M+. The pain is the same at any scale above $20M.
- Can I invite my VPs to the 90-minute walkthrough?
- Absolutely. It's your call. Some CEOs bring their VP of Sales, VP of Marketing, and Head of Revenue Ops to build consensus around the findings. Others prefer to take the call solo, digest the report first, and then share it with their leadership team on their own terms. Either approach works.
- Can I expense this?
- Yes. The GTM Audit is a professional services engagement with a detailed deliverable (written report + 90-minute executive walkthrough). Most companies classify it under consulting or strategic advisory. We provide a standard invoice upon purchase.