Use this audit to locate the constraint in a growth system. Work through it with people who see different parts of the customer journey.
The result is a short list of questions to investigate. It is not a maturity score or a verdict on the team.
The offer
- Can the intended customer explain what the offer does for them?
- Is the problem important enough to act on?
- Does the promise match the value the product can deliver?
Look at actual questions and objections. Avoid substituting the company’s preferred language for the customer’s understanding.
Demand and discovery
- How do relevant people currently find the company?
- What makes them consider taking the next step?
- Which sources bring people with a useful reason to engage?
Separate reach from qualified interest. More traffic cannot fix an offer people do not understand.
The decision path
- Where do people pause, get confused or leave?
- What information do they need before making a decision?
- Who owns the handoff between interest and a useful conversation?
Review the path as a customer would experience it. Include the time between steps.
Value and retention
- How soon can a new customer reach a meaningful outcome?
- Where do expectations and the actual experience diverge?
- What do customers need in order to keep receiving value?
A successful sale creates an obligation. The rest of the system has to fulfill it.
Measurement and learning
- Do teams agree on the definitions behind the numbers?
- Can the company explain a meaningful change in results?
- Does an experiment end with a decision, or only a report?
- Where is the reasoning recorded for the next team to use?
Mark any conclusion that rests on an assumption. Investigating an important unknown can be more valuable than launching another campaign.
Operating ownership
- Who is accountable for the complete customer journey?
- Which transitions have no clear owner?
- Can the team resolve a constraint across departmental boundaries?
A constraint between teams will rarely be solved by asking each team to improve its own metric.
Choose the next move
Finish with three lines:
- Constraint: The point most likely to be limiting useful progress.
- Evidence: What supports that diagnosis, and what remains uncertain.
- Next action: A bounded change or investigation, an owner and a review date.
Choose one next action. Review what happens before turning the audit into a longer task list.
Use the GROW Framework to turn that action into a shared commitment.