Pipeline by memory
Every deal traces back to a referral, a warm intro, or something the founder remembers from a call. There's no source you can repeat on purpose.
GTM Diagnostic · Led by Jess Schultz
GTM Diagnostic Sprint
A focused assessment for founders who need to know what is actually breaking in their GTM motion before they hire, spend, or scale outbound.
We pressure-test your ICP, positioning, pipeline, sales process, website, and commercial story, then turn the findings into a practical fix-now/fix-later roadmap.
Before you scale GTM, find the part that is already cracked.
Most founder-led teams aren't broken everywhere — they're broken in a few specific places that quietly stall every deal. Here's what we usually see when we open the hood.
Site says one thing, pitch says another
The website pitches an enterprise category. The founder pitches a workflow tool. Buyers can't tell what you actually do — so they ghost.
ICP drifts every week
Last month it was Series A. This month it's mid-market. The list, the copy, and the sales motion never settle long enough to learn anything.
Outbound before the motion is clear
You're sending sequences before the founder-led version is documented. Reps inherit a script no one has closed with.
No discovery framework
Calls feel good and close badly. There's no shared structure for what to ask, what disqualifies, and what closes.
First sales hire on a foggy spec
You're about to hire someone to run a motion you can't yet describe in writing. The cost of getting that wrong is six figures and a year.
What the diagnostic actually checks
Eight things, in priority order. We go deep where it matters and skip the rest.
ICP & category clarity
Who you sell to today, who you wish you sold to, and whether either is a real, defensible category.
Website & messaging alignment
Whether the site, the pitch deck, and the founder's actual sales call tell the same story.
Pipeline source mix
Where every closed deal in the last 12 months actually came from — and which of those sources is repeatable.
Sales process & tooling
Stages, exit criteria, CRM hygiene, and whether the stack supports the motion or just records it.
Competitor & category reality
Who buyers compare you to in the deal, what they pick instead, and what that says about your positioning.
Proof & buyer trust
Logos, case studies, social proof, and the credibility surface — what's working, what's missing, what's lying.
Pricing & ACV logic
Whether your pricing reflects the value you actually deliver, or whether it's a number you wrote down once and never revisited.
Founder-led sales handoff readiness
Whether the motion is documented well enough that the next person you hire can run it without you in every call.
How the diagnostic runs
Five steps. About 5–7 hours of your time across two to three weeks.
Step 01
Intake
Pre-work questionnaire on your current sales process, pipeline sources, positioning, and where you think the cracks are.
Step 02
Independent research
We dig into your site, deck, public sales material, category, and competitive set on our own time — before any call.
Step 03
90-minute diagnostic call
Working session with Jess. We pressure-test what's working, where you're guessing, and what we'd want to fix first.
Step 04
Written report
Your GTM Diagnostic Report — prioritized fix-now vs. fix-later, with the specific assumptions we'd test and the order to test them in.
Step 05
Follow-up session
60-minute walkthrough — questions, edge cases, what to do this week, what to delay, and where to point a sales hire if you make one.
Led by
Jessica Schultz
Co-Founder & Fractional CRO/CMO, Amplify Group
15+ years building GTM teams and revenue systems for 30+ B2B startups. Former venture investor and active speaker on founder-led sales, sales process design, and GTM strategy. Jess runs every diagnostic call personally — there's no junior consultant pass-through.
Two ways to fix GTM fast.
Pick the one that matches where you are. The Sprint diagnoses. The Coaching engagement builds the system underneath the diagnosis.
Package 01
GTM Diagnostic Sprint
A focused assessment + strategy session for founders who need clarity, fast.
$2,500
flat fee
What's included
- 01 Pre-work questionnaire covering current sales process, pipeline, and positioning
- 02 90-minute diagnostic call to assess GTM readiness and identify critical gaps
- 03 Written GTM Diagnostic Report with prioritized fix-now / fix-later recommendations
- 04 60-minute follow-up session to walk through recommendations and answer questions
- 05 Access to relevant templates from Jess's library — discovery framework, basic sales process map, and more
Best for
Founders who need clarity on what's broken and where to focus before making their first sales hire or scaling outbound.
Book the Sprint →
Package 02
GTM Foundations Coaching
A structured coaching engagement for founders ready to build the system, not just diagnose it.
$5,000
engagement
What's included
- 01 90-minute kickoff — deep-dive on current state, goals, and constraints
- 02 Four 60-minute bi-weekly coaching sessions with Jess
- 03 Core GTM building blocks — sales process, discovery & positioning, outbound strategy, hiring readiness
- 04 Async Slack support between sessions for quick questions
- 05 Customized sales process document built for your motion
- 06 One additional priority asset — comp plan framework, customer journey map, or outbound playbook
- 07 Template library access
Best for
Founders ready to build systems before — or alongside — their first commercial hire.
Book the Coaching engagement →
Which one fits?
The Sprint answers "what's broken?" The Coaching engagement helps you build the system that fixes it. Most founders start with the Sprint and decide from there.
| If you… | Best fit |
|---|---|
| Need a fast, honest diagnosis | → Sprint |
| Need implementation support, not just a report | → Coaching |
| Before hiring your first salesperson | → Both — start with the Sprint if you're not sure |
| Need a customized sales process document | → Coaching |
| Need a prioritized fix-now / fix-later roadmap | → Sprint |
| Want async support between sessions | → Coaching |
What you walk away with
A clear, written picture of where you are — and what to do about it Monday morning.
What is actually broken
Specific failure points, named in plain language. Not "alignment." The actual sentences that aren't true on your site, the actual stages your pipeline is leaking from.
What to fix now
The 3–5 things worth doing in the next 30 days, in order. We tell you which one to start Monday.
What to defer
The stuff that looks broken but isn't urgent. Knowing what to leave alone is half the value.
What to ask on the next 10 sales calls
The discovery questions that will surface the data we're still missing about your buyer, your category, and your real ACV.
What needs to exist before you hire sales
The non-negotiables — process, comp, expectations, documented motion — before you write that job description.
Which GTM assumptions are unsupported
The beliefs you're scaling on that the evidence doesn't actually back. We name them before you spend money on them.
Who this is for
It's a fit if you're…
- A founder-led B2B team with some traction but a messy GTM motion
- Pre-sales-hire, or about to make your first commercial hire
- Early-stage and considering outbound, sales tooling, or a category pivot
- Willing to confront evidence and narrow the ICP if the data says so
It's not a fit if you…
- Want a vendor to run all of sales for you — that's not this offer
- Are looking for a generic strategy deck with no specific assignments
- Aren't open to narrowing ICP or changing positioning if the evidence is clear
- Need a multi-month transformation instead of a focused diagnosis
Frequently asked questions
What is a GTM diagnostic?
A GTM diagnostic is a focused, operator-led assessment of where a B2B company's go-to-market motion is actually breaking — across ICP, positioning, pipeline sources, sales process, website-to-pitch alignment, pricing, and hiring readiness. The output is a written report with prioritized fix-now and fix-later recommendations, not a strategy deck.
Who is the GTM Diagnostic Sprint for?
Founder-led B2B teams with some early traction but a messy GTM motion. Best fit: pre-sales-hire founders, teams about to scale outbound, or companies that suspect their ICP, positioning, or process is the bottleneck but aren't sure where to start.
What is included in the GTM Diagnostic Sprint?
A pre-work questionnaire, a 90-minute diagnostic call with Jess Schultz, a written GTM Diagnostic Report with prioritized recommendations, a 60-minute follow-up walkthrough session, and access to relevant templates from Jess's library.
How long does the GTM Diagnostic Sprint take?
About 5–7 hours of founder time over a 2–3 week window. The diagnostic call and follow-up are scheduled around your availability; the written report is delivered between them.
How is this different from fractional CRO support?
A fractional CRO is an embedded engagement — they run the motion with you for 3–12 months. The Diagnostic Sprint is a one-time, focused assessment that tells you what to fix and in what order. Many founders use the Sprint to decide whether they need a fractional CRO at all, or whether the system underneath them isn't ready for one yet.
When should a founder do a GTM diagnostic?
Before hiring your first salesperson, before investing in outbound infrastructure, after a stretch of inconsistent pipeline, or when the gap between what the website promises and what the sales call delivers is widening. The cheapest time to fix a GTM problem is before you scale the wrong version of it.
What do I get at the end of the diagnostic?
A written GTM Diagnostic Report — what's actually broken, what to fix in the next 30 days, what to defer, what discovery questions to ask on the next 10 sales calls, what needs to exist before hiring sales, and which GTM assumptions you're scaling on without evidence.
What happens after the diagnostic?
You decide. Many founders take the report and implement it themselves. Others move into the GTM Foundations Coaching engagement to build the sales process document and supporting assets. Some are ready for a fractional CRO/CMO engagement. The diagnostic exists to make that decision obvious.
Do I need a CRM or existing sales process before starting?
No. If you have something in place, we'll pressure-test it. If you don't, the absence is itself a finding and the report will tell you what to build first. The diagnostic works whether you're at zero sales infrastructure or trying to fix a messy stack.
Is this for B2B companies only?
Yes. The frameworks and benchmarks are calibrated for B2B founder-led sales — typically early-stage SaaS and services companies. If you're B2C or marketplace-led, this isn't the right fit.
How much does the GTM Diagnostic Sprint cost?
$2,500 flat fee. That covers the pre-work, the 90-minute diagnostic call, the written report, the follow-up session, and the template library. The GTM Foundations Coaching engagement is a separate offer at $5,000 for 6–8 weeks of structured coaching.
What is GTM Foundations Coaching?
A 6–8 week coaching engagement for founders who want help building the system, not just diagnosing it. Includes a 90-minute kickoff, four 60-minute bi-weekly coaching sessions, async Slack support, a customized sales process document, and one additional priority asset (comp plan framework, customer journey map, or outbound playbook).
Next step
Not sure which one fits? Start with a call.
We'll figure out together whether the Sprint or the Coaching engagement is the right next step — or whether neither is, and you need something else entirely.