Level criteria

The full definition of each level and the checklist that decides it. A level is achieved only when every criterion is met.

The level structure is inspired by the GTM Efficiency Pyramid concept from Union Square Consulting.

Dimension states by level

Dimension	L1 Foundation	L2 Systemized	L3 Orchestrated	L4 Predictive	L5 Compound
ICP definition	Informal, tribal knowledge	Fully documented: firmographics, personas, pains, triggers, disqualifiers	Documented and driving programmatic targeting	Dynamic, validated against signals and win/loss	Continuously refined from outcome patterns
Lead scoring	None	Basic firmographic scoring	Multi-dimensional: firmographic, intent, behavioral	Predictive, calibrated against wins and losses	Self-calibrating
Outreach	Manual, single channel	Templated, single channel	Multi-channel, sequenced, automated	Trigger-based, personalized by context	Messaging generated per lead
Data quality	Inconsistent, duplicates common	Written protocols, quarterly cleanup	Real-time enrichment, automated deduplication	Real-time and intent-enriched	Automated monitoring with anomaly detection
Feedback loops	None	Manual monthly review	Weekly cadence, basic A/B testing	Continuous, automated analysis	Automated insight and pattern detection
Automation	None	Basic CRM workflows	Sequence automation, trigger-based actions	Full workflow automation with approvals	End to end, with human-in-the-loop governance

The checklist

Level 1: Foundation

• ICP documented in any written form
• CRM established as the data repository
• At least one outreach channel active
• Pipeline stages defined

Level 2: Systemized

• ICP fully documented (fit criteria, personas, pains, buying triggers, disqualifiers)
• Lead scoring framework implemented
• Outreach templates created and used consistently
• CRM data quality protocol documented
• Monthly performance review held

Level 3: Orchestrated

• Multi-channel sequences live on two or more channels
• Intent signals integrated into scoring
• Sequence execution automated
• Weekly optimization cadence active
• Messaging A/B tests running, two or more per month
• Pipeline coverage and velocity tracked

Level 4: Predictive

• Trigger-based automation workflows deployed
• Real-time signal processing active
• Scoring model recalibrated at least quarterly against win/loss
• Human approval required before top-tier account outreach
• Multi-threading strategy documented and executed on enterprise accounts
• Conversion rates tracked by persona and by segment

Level 5: Compound

• Lead-level messaging generated and in production
• Scoring recalibrates automatically
• Cross-channel attribution implemented
• Feedback loops feed outcomes back into targeting, scoring and messaging
• Forecast variance under 15%
• Sales and marketing working from one shared definition of pipeline

The four-step lens

The six dimensions roll up into four operating steps. Use this view when presenting to executives, who think in outcomes rather than dimensions.

Step	What it asks	Dimensions it draws on
1. Deep intelligence	Do we know exactly who buys and why?	ICP definition, data quality
2. Predictive scoring	Do we know who to work first?	Lead scoring
3. Multi-channel execution	Do we reach them in a coordinated way?	Outreach, automation
4. Intelligence amplification	Does every result make the next one better?	Feedback loops

A step cannot outrun the one before it. Scoring built on an undefined ICP ranks the wrong accounts with confidence, and execution built on bad scoring works the wrong list efficiently.