Revenue Engine Baseline Assessment
A structured, independent diagnostic for B2B SaaS businesses that need to know what's broken — and in what order to fix it.
4–6 weeks · Fixed fee · B2B SaaS · ANZ & APAC · PE-backed & scale-up
Most revenue problems aren't revenue problems.
They're visibility problems dressed up as performance problems. You can't close what you can't see. You can't forecast what you can't trust. And you can't fix a leaking pipeline if you don't know which joint is dripping.
Before you hire more reps, change your pricing model, or commission another brand refresh — you need to know what's actually broken. And what isn't. That's what the Revenue Engine Baseline Assessment delivers.
Who This Is For
Board pressure, unreliable data. Investors want a growth plan. The internal data to support it is incomplete, conflicting, or living in three separate spreadsheets.
High activity, inconsistent results. The team is working hard. The numbers aren't following. Nobody is entirely sure why, which makes fixing it nearly impossible.
New ownership or new CEO. Recently acquired, recapitalised, or new leadership in the chair. What have you actually inherited? The answer is rarely what the previous deck said.
Multi-product, single-product motion. You have expansion products. Cross-sell revenue remains theoretical. The go-to-market was built for one thing and hasn't caught up.
CRM that doesn't reflect reality. You know it needs fixing. You haven't had the bandwidth or the right person to diagnose what precisely needs to change.
A key hire is incoming. A VP Sales, RevOps leader, or CGO is starting soon. Better they inherit a diagnosis than discover one on their own schedule.
What We Look At
01 — Sales Effectiveness Pipeline quality, conversion rates by stage and segment, win/loss patterns, rep productivity, forecasting accuracy (or the absence of it), and sales cadence discipline.
02 — Marketing Contribution Lead quality and volume by channel, ICP definition and execution, MQL-to-SQL conversion, nurture infrastructure, and alignment between marketing spend and sales outcomes.
03 — Customer Revenue Dynamics: Churn and downsell visibility, NRR trajectory, expansion revenue opportunity versus actual performance, and the data infrastructure underpinning retention decisions.
04 — Systems and Data Architecture: CRM health, billing-to-CRM integration, reporting reliability, tooling gaps, and the degree to which the revenue team is operating from a single source of truth.
05 — Org and Capability Team structure fit against the go-to-market motion, hiring priorities, capability gaps, and whether the organisation is structured to execute the strategy it claims to have.
How It Works
Phase 1 — Access & Audit (Weeks 1–2) Structured access to your CRM, billing data, marketing platform, and financial reporting. Interviews with sales, marketing, and customer leadership. Review of existing dashboards and process documentation.
Phase 2 — Diagnostic Deep-Dive (Weeks 2–3) Quantitative analysis of pipeline data, conversion rates, cohort churn, and NRR trajectory. Qualitative analysis of team capability, process adherence, and systems fit. Win/loss pattern identification.
Phase 3 — Synthesis & Prioritisation (Weeks 4–5) Findings stress-tested against the stated growth objectives. Recommendations sequenced by impact and feasibility. The critical path is identified: what must happen before anything else can.
Phase 4 — Readout & Handover (Week 6) Executive readout session with CEO and relevant leadership. Full written output delivered. Optional structured handover session for incoming RevOps hire or implementation partner.
What You Get
The primary deliverable is the Revenue Engine Baseline Assessment. Typically 40 to 60 pages, formatted for both executive readout and detailed working reference.
It includes:
An executive summary structured for a board or investor presentation, with a clear verdict on where the revenue engine stands relative to the growth target
A capabilities assessment across all five areas, with red/amber/green ratings and specific evidence for each rating
A prioritised action plan: typically 15–25 initiatives, sequenced by impact and mapped to realistic timelines
A critical path showing which initiatives unlock which — because sequence is strategy
Hiring recommendations: who you need, in what order, and what they should inherit on day one
A metrics framework: the 10–15 numbers that will tell you whether the revenue engine is healthy, with recommended reporting cadences
The assessment can be extended into an interim execution phase, in which GTM APAC remains engaged to drive the first wave of implementation priorities to completion.
Engagement Terms
Duration: 4–6 weeks from kick-off to final readout
Format: Fixed fee — priced on application, based on business size and complexity
Access required: CRM read access, billing data export, and approximately 6–8 hours of leadership interview time
Who does the work: Gari Johnson personally — not a delivery team managed from a distance
Extension option: Interim execution phase available for clients who want GTM APAC to drive implementation of critical priorities
Confidentiality: Full NDA executed prior to engagement. Findings are never published without explicit client consent
The Honest Version
A revenue engine diagnostic is only worth commissioning if you are genuinely prepared to act on what it finds.
The findings will include things that are uncomfortable. There will be a capability gap in a team someone is proud of. There will be a system that was expensive to implement and isn't doing its job. There will be a process that everyone knows is broken but nobody has had the mandate to change.
The businesses that get the most value from this engagement are those willing to hear what the data actually says — and then do something about it.
Ready to find out what's actually broken?
Conversations are confidential and without obligation. If this isn't the right fit, say so — there are no awkward follow-up sequences.