1
Stage 1
Ad Hoc
Reactive, founder-led. Gut-feel decisions and inconsistent execution.
What it looks like:
- Founder-led discovery and selling
- ICP is loose or shifting
- Messaging varies by person and channel
- Leads are mostly referral-driven
2
Stage 2
Emerging
Structure forming. Basic processes exist, but rely on individual heroics.
What it looks like:
- Basic ICP and personas exist
- Messaging is becoming repeatable
- Sales and marketing starting to align
- A few lead channels show promise
3
Stage 3
Structured
Documented, repeatable. Defined ICP, consistent process, enabled teams.
What it looks like:
- ICP is clear and consistently targeted
- Messaging is aligned across GTM
- Lead gen is planned and measurable
- Competitive positioning understood
4
Stage 4
Optimized
Continuous improvement. Data, AI, and systematic retention drive growth.
What it looks like:
- Targeting and positioning improve continuously
- Segmentation is deep and data-backed
- Product, sales, marketing share feedback loops
- AI and data improve targeting and messaging
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Stage 1 of 4