T2D3 GTM Diagnostic
How to read your GTM Diagnostic.
The GTM Diagnostic reads your public web presence the way your buyers — and, increasingly, their AI assistants — do. It asks the three questions every visitor silently asks: Who is this for? What is it for? Why you? Then it scores how clearly, specifically, and credibly your site answers them.
A deep scan crawls up to 15 pages, evaluates eight dimensions across three layers, checks how the answers hold up against live web evidence, and turns the gaps into a prioritized action list.
The score: one number, honestly earned
Your report rolls eight weighted dimensions into a single score out of 100, with a letter grade. The weights follow what actually moves pipeline: specificity carries the most (24 points), because vague claims are the most common and most expensive failure.
A low grade is not a verdict on your business. It is the measured gap between the company you have built and the story your website tells. Strong operating companies routinely score in the 40s–60s on their first scan — the point of the report is to show exactly where the gap is and what closes it.
Layer 1 · Messaging — do you lead with the customer's problem?
Buyers don't wake up wanting your product; they wake up with a problem. The messaging layer measures whether your site meets them there.
Pain Clarity12 pts
Why it matters: if visitors must infer the problem from your solution, you are asking them to do your positioning work for you — most won't. Sites that lead with a specific, quantified customer pain convert strangers into readers in the first five seconds.
Weak: "An integrated platform for modern facilities teams."
Strong: "Your hospital fails a Joint Commission audit when work-order records live in six binders. Put every asset, PM, and inspection in one system of record."
Gain Urgency11 pts
Why it matters: pain gets attention; proof creates action. This dimension checks for the vehicles that make "why now" concrete — named testimonials with numbers, demos, published data, a vision worth joining.
Weak: "Get started today" above a wall of unnamed one-line quotes.
Strong: "Clariti took Phoenix's permit backlog from 41 days to 9 — hear their director tell it" next to a two-minute product walkthrough.
Layer 2 · Personas — does each person in the deal see themselves?
B2B purchases are made by a committee: the user who lives in the product daily, the buyer who signs and defends the spend, and the champion who carries your case through the building when you're not in the room. Each needs different evidence, and your site is scored on all three.
User Resonance10 pts
Why it matters: the day-to-day user asks "will this actually make my week easier, and will I look good championing it?" If your site only talks ROI, the person who has to live in the product has no reason to pull it in.
Strong looks like: workflow-level screenshots, "a day with the product" content, and language mirroring how practitioners actually describe the job.
Buyer Resonance10 pts
Why it matters: the economic buyer asks "what does this do to my P&L, my risk, and my credibility if it fails?" Pricing transparency, ROI evidence, security posture, and peer proof (logos, case studies from companies like theirs) all land here.
Strong looks like: a pricing page that respects their time, a case study with a payback number, and a security/compliance page they can forward to legal.
Champion Resonance10 pts
Layer 3 · Signal — is this credibly, specifically, humanly you?
The signal layer separates sites a competitor could have written from sites only you could have written. It is where AI-era differentiation lives — and it carries the most weight in the score.
Customer-Centricity10 pts
Why it matters: the you-to-we ratio is the fastest tell of an inward-facing company. The scan literally counts "you/your" versus "we/our" across your pages, then judges whether value is framed from the customer's seat.
Weak: "We are the leading provider of…" · Strong: "You shouldn't need three vendors to stay compliant."
Specificity & Claim Strength24 pts
Why it matters: the heaviest-weighted dimension (24 of 100). Generic claims ("powerful," "seamless," "trusted") are invisible — every competitor makes them. Specific, provable, differentiated claims are the ones buyers remember and AI assistants repeat.
Weak: "Trusted by leading organizations worldwide."
Strong: "950+ hospitals run on our CMMS — 650 million square feet of healthcare space, inventoried to ASHE standards."
Syntropy Score13 pts
Beyond the score: what else is in the report
- The Who/What delta — your stated "who's it for" and "what's it for" versus what your website actually communicates; the distance between them is your positioning debt.
- Hard counts — you-vs-we language ratio, calls-to-action, social proof, pricing page, case studies, blog: the deterministic facts under the judgment calls.
- Prioritized recommendations — each finding ranked by impact, written as an action, and mapped to the playbook module that fixes it.
- Trust equation — credibility, reliability, and intimacy signals weighed against self-orientation.
- Competitive context — a deep scan also runs your top competitors through the same lens, so you see relative position, not just an absolute number.
- Search & AI visibility — an SEO snapshot, page performance, and how AI assistants answer your category's buying questions today — the new front door of B2B discovery.
Reading the report is step one
Every recommendation in the report maps to a module in T2D3 OS — ICP, personas, value propositions, messaging — where your team, working with the AI, turns the finding into shipped work. That is the difference between a diagnostic you file and a diagnostic you act on.