A RVNU Diagnostic
GTM Debt Assessment
16 questions · 5 minutes
Answer 16 questions. Get a scored diagnostic of your GTM engine. Know exactly where debt is blocking your next phase of growth.
Start AssessmentUsed by founders at
brightwheel · Tailscale · Opencare · Cohley + more
METHODOLOGY
The Framework Behind Your GTM Score
Most advice on scaling a B2B company is either too generic to be useful or too specific to one company's story to be repeatable.
The GTM Debt Assessment is different. It's built on a framework of 4 growth phases and 16 pillars that map the full journey from first idea to scaled revenue organization. Every B2B technology company passes through these phases in sequence. The ones that stall almost always have the same root cause: they skipped a pillar or moved to the next phase before the current one was solid.
GTM Debt defined: GTM Debt is the accumulated cost of skipping a go-to-market pillar, or advancing to the next growth phase before the current one is solid.
Like technical debt, it compounds quietly. A missed pillar early on doesn't stop you immediately, but it caps how far the next phase can go. Left unaddressed, GTM Debt is the single most common reason B2B companies stall between phases. The GTM Debt Assessment makes that debt visible and scored, so you know exactly where it sits and what to prioritize next.
The 4 Growth Phases
Idea Market Fit
Validated problem in a proven market. Before you build, do you know the problem is real, the market exists, and your approach is differentiated?
Product Market Fit
Real customers adopting, paying, and renewing. Not just early traction, but proof that your product solves a problem worth paying for repeatedly.
Go-to-Market Fit
A repeatable revenue engine beyond the founder. Can someone other than the founder sell this, and can you do it without burning cash faster than you earn it?
Scale
Organization and new markets growing with discipline. Revenue leaders running the GTM engine, team performing, and new growth vectors validated before you bet on them.
The 16 Pillars
Each phase contains 3-5 pillars. Each pillar has defined exit criteria: specific, observable conditions that must be true before you can advance with confidence. These exit criteria are not theoretical. They're built from 25+ years of hands-on experience scaling B2B companies from $0 to $20M+ in ARR, across multiple industries, deal sizes, and go-to-market motions.
How the Score Works
You answer 16 questions, one per pillar. Each answer maps to a score from 0 to 100. Your scores are grouped into phase scores, and your overall GTM Score is a weighted aggregate of all four phases.
The score tells you where your GTM engine is strong, where debt exists, and what to prioritize next.
Green (75+)
The foundation is solid.
Yellow (50-74)
GTM Debt is present.
Red (below 50)
Critical debt that will block growth if not addressed.
This is not a benchmark against other companies. It's a diagnostic of your own GTM engine against the exit criteria that matter at your stage.
Who Built This
The GTM Debt framework was created by RVNU, a GTM advisory practice built by revenue leaders from Criteo, Tableau, and Yahoo!. The framework draws on direct operator experience scaling B2B companies through every phase: not theory, not frameworks borrowed from textbooks, but patterns observed from doing it repeatedly.
RVNU created the GTM Debt framework and built the GTM Debt Assessment at gtmscore.ai to give founders a scored, objective diagnostic of their go-to-market engine. The framework is built on 25+ years of hands-on experience and has been applied by founders scaling from $0 to $20M+ in ARR across SaaS, marketplace, and enterprise B2B models.
Frequently Asked Questions
What is a GTM Score?
A GTM Score is a 0-100 rating of your B2B go-to-market engine. You answer 16 questions, one per pillar, and each answer maps to a score. Those roll up into four phase scores and a single weighted overall GTM Score that shows where your go-to-market is strong and where it is carrying debt.
What does GTM Debt mean for my company?
GTM Debt is the accumulated cost of skipping a go-to-market pillar or advancing to the next growth phase before the current one was solid. Like technical debt, it compounds quietly and eventually blocks revenue growth. The assessment shows you exactly where that debt sits so you can prioritize what to fix next.
Who built the GTM Debt framework?
RVNU created the GTM Debt framework. RVNU is a GTM advisory practice built by revenue leaders from Criteo, Tableau, and Yahoo!, drawing on 25+ years of hands-on experience scaling B2B companies from $0 to $20M+ in ARR.
How long does the assessment take?
About 5 minutes. The GTM Debt Assessment is 16 questions, one per pillar across the four growth phases.
What happens after I take the assessment?
You get a scored diagnostic of your GTM engine: an overall GTM Score, phase-level scores, and a clear view of where GTM Debt is present (Green 75+, Yellow 50-74, Red below 50) so you know exactly what to prioritize next.
5 minutes. 16 questions. Your score.
Take the Assessment