Sales & Marketing
How predictably the company wins customers and keeps them.
Summary
Sales & Marketing covers the whole customer journey: how prospects discover you, how deals close, how customers stay, and how your brand is perceived when you're not in the room.
Why it matters
Operational excellence does not pay the bills; customers do. A great operation with a weak sales engine starves.
Focus areas in this category
The 5 levels in this category
- L1 Foundation
A CRM exists, pipeline is tracked, and marketing has a budget with intent behind it.
- L2 Structure
Lead sources are measured; the message to customers is consistent across channels.
- L3 Performance
Customer lifetime value and acquisition cost are known and used to make decisions.
- L4 Excellence
Retention is a strategic capability, not a rescue operation. Referrals account for a meaningful share of new business.
- L5 Mastery
The brand itself is a moat. Customers choose you without being persuaded every time.