The GTM Health Check: How to Expose Leaks Hidden in Your Go-To-Market System
- Lorenzo
- Jan 22
- 4 min read
Most companies don't have a growth problem.
They have a visibility problem.
On paper, the GTM strategy looks solid. The tools are "best in class". The teams are busy. And yet, growth stalls, efficiency drops, forecasts miss, and no one can quite explain why.
That's exactly where a GTM health check comes in.
Not a surface-level audit.
Not another dashboard.
A systematic way to expose where revenue is leaking across your GTM system, and what to fix first.
Why a GTM Health Check Matters More Than Ever
GTM systems don't fail loudly.
They fail silently.
Over time:
Tools drift out of sync;
Data definitions fragment;
Handoffs break down;
Teams optimise locally instead of end-to-end
Individually, none of these feels catastrophic. Together, they create invisible inefficiency, the kind that compounds quarter after quarter without triggering alarms.
A GTM health check gives you:
A single, end-to-end view of how revenue actually flows;
Clarity on where friction, leakage, and misalignment exist;
Evidence to prioritise fixes based on impact, not opinion;
Think of it less as an audit, and more as diagnostics for your revenue engine.
Step 1: Map Your Entire GTM Ecosystem as It Really Works (Not How It's Documented)
The first mistake most teams make is mapping the intended process.
What you need to map is reality.
That means documenting:
Every GTM tool in use (CRM, MAP, sales tools, CS platforms, analytics);
How data actually moves between them;
Where manual steps, workarounds, or shadow processes exist;
Who owns what, and where ownership is unclear;
This exercise almost always reveals issues teams have learned to work around instead of fixing:
Duplicate tools solving the same problem;
Broken or partial integrations;
Stages where leads, accounts, or opportunities "disappear";
These arent' edge cases. They're structural flaws that quietly distort pipeline visibility, attribution, and forecasting.
If you can't trace a lead from first touch to revenue without guessing, you already have a GTM problem. Use flowcharts or diagrams to visualise the ecosystem. This makes it easier to spot broken links or redundancies.
Step 2: Pressure-Test Data Quality and Signal Integrity
Bad data doesn't just slow teams down; it leads them in the wrong direction.
A proper GTM health check examines:
Completeness and consistency of contact, account, and opportunity data;
Whether lifecycle stages mean the same thing across systems;
Latency between systems (real-time vs delayed updates);
Metric mismatches across dashboards and reports;
In most audits, we see:
Different "versions" of pipeline and revenue;
Conflicting conversion rates between tools;
Attribution models no one fully trusts;
When leadership teams are looking at different numbers, alignment breaks down. Decisions become political. Forecasts become fragile. Confidence in the GTM system erodes.
Step 3: Identify Revenue Leakage Points Across the Funnel
Revenue leakage isn't always obvious.
Common examples include:
Leads routed too late or to the wrong owner;
Opportunities stuck in stages with no clear exit criteria;
Accounts with high intent signals but no follow-up;
Renewals and expansions disconnected from early GTM data;
A GTM health check looks for patterns, not anecdotes:
Where velocity slows down;
Where conversion drops unexpectedly;
Where signals exist but aren't acted on;
Anecdotes create noise. Patterns reveal system-level failure.
This is where most "lost revenue" actually lives.
Step 4: Assess GTM Alignment - Definitions, Handoffs, Accountability
Even with perfect tools, misalignment kills performance
Key questions to answer:
Do marketing, sales, and customer teams agree on core definitions?
Are handoffs explicit, measured and enforced?
Is feedback flowing upstream from sales and customer success?
Are teams optimising for shared outcomes or local KPIs?
Misalignment doesn't show up as a single failure, it shows up as:
Low trust;
Friction;
Rework;
Missed opportunities that no one owns;
Alignment is not a meeting problem.
It's a system design problem.
Step 5: Prioritise Fixes Based on Impact, Not Effort Alone
One of the biggest risks after a GTM audit is trying to fix everything at once.
You’ve gathered data, mapped processes, and identified issues. Now, don’t get overwhelmed. Prioritise your fixes using an impact and effort matrix:
High impact, low effort: Fix these first. They deliver quick wins and build momentum.
High impact, high effort: Plan these carefully. They’re strategic but resource-intensive.
Low impact, low effort: Do these if you have spare capacity.
Low impact, high effort: Avoid or defer these.
Most teams fail here by prioritising what's easiest to implement rather than what most improves revenue flow. Examples of high-impact fixes might include automating lead routing, cleaning up data fields, or aligning sales and marketing definitions. Low-impact fixes could be cosmetic dashboard tweaks.
This approach ensures you focus on what moves the needle fastest without burning out your team.
Step 6: Monitor Continuously, GTM Health Is Not Static
A GTM health check is not a one-off project. Market shift, teams change and stacks evolve.
What was healthy six months ago may now be leaking.
The strongest GTM organisations treat health checks as:
A recurring diagnostic process;
A way to spot risk early;
A mechanism for continuous optimisation;
The goal isn't perfection.
It's ongoing visibility and control.
Where Opzing Fits In
Most teams can uncover some of these issues manually.
Where they struggle is seeing the entire GTM system at once, especially as complexity grows.
Modern GTM stacks generate thousands of signals across tools, teams, and touchpoints. When those signals live in silos, problems don't disappear, they compund quietly.
Opzing was built to surface those hidden patterns:
connecting fragmented GTM data, identifying systemic leakage, and translating diagnostics into clear, prioritised actions.
Performing a GTM health check is your best bet to diagnose and fix revenue inefficiencies. Follow these steps, and you’ll unlock faster, more predictable growth without adding headcount or increasing ad spend. Ready to get started? Your revenue engine is waiting.
Not more dashboards.
Actual GTM intelligence.
Keep Your GTM Engine Running Smoothly
A successful GTM health check is a game-changer. It reveals what’s broken, what’s working, and what needs urgent attention. More importantly, it creates a shared understanding of how revenue really moves through your organisation.
Stay curious.
Stay data-driven.
And keep your teams aligned.
That’s how you turn stalled growth into unstoppable momentum.