Pillar 3 · Focus area 2 of 3

Go-to-Market

Assess whether the company has a credible and repeatable way to acquire and convert customers that is broadly appropriate for the product, target customer and contract value.

This focus area belongs to the Coppice Labs Audit for digital-product exit readiness. It sits within Commercial Model, Pillar 3 of 5.

Why it matters

A valuable product needs a workable route to market. The audit should identify obvious weaknesses such as a sales process that is poorly matched to the product, excessive effort required to win customers, or growth that appears disproportionately dependent on increasing commercial headcount.

The conclusion we need

Determine whether the company has an evidenced and sufficiently repeatable way to reach and convert its target customers that is appropriate for the product, buying context and contract value, without obvious dependence on disproportionate effort, exceptional circumstances or commercial headcount increasing broadly in line with growth.

What we examine

The questions we will answer

  1. How does the company acquire and convert target customers, and why is that process appropriate for the product, customer and contract value?
  2. Which routes to market produce qualified opportunities and customers, and how consistently?
  3. What time, people, proof and customer-specific work are required to win a target customer?

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