WELCOME TO THE
Outsell Sales Grader
Use this grader to get your personalized Sales Score and recommendations. It takes under 5 minutes to complete and has 5 sections.
For B2B Sales : Start with Section 1.
For B2C Sales : Skip to Section 3.
You’ll receive your score and insights by email once you finish.
*Please note the recommendations and grades in sections 1 and 2 are best suited for B2B companies selling high ticket items, $25,000+
TERMINOLOGY
1. ICP: Your ideal customer profile, a detailed breakdown of who your ideal customers are, normally this would include things like location, size of business, industry, department in the company, pain points and job titles of prospects.
2. Account: An account is the business you are targeting
3. Prospect: A prospect is someone you want to target at the account
4. Lead: A lead is someone who has shown interest in buying from you.
5. Pipeline Management (Nurturing / Handling): How you manage leads until they are ready to buy.
About You
Are you B2B or B2C?
Are you B2B or B2C?
What is your ACV (Average contract value)
Are you B2B or B2C?
Where is your location?
Are you B2B or B2C?
What is your industry?
Are you B2B or B2C?
Please indicate your biggest Sales Issue
Are you B2B or B2C?
How urgent is it for you to solve this?
Are you B2B or B2C?
What is your email address?
Are you B2B or B2C?
Section One: Ideal Customer Profile
1. How many ICPs do you have?
Score
Recommendations
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Nice work! Your focus on one ICP will allow you to deeply understand your ICPs pain points and create compelling B2B marketing content while also getting a better ROI from offline tactics like associations and conferences
We recommend getting to one ICP. When you know exactly who you're serving, you unlock the power to grow faster and smarter, watch our youtube channel to find out how to nail your ICP
We recommend getting to one ICP. When you know exactly who you're serving, you unlock the power to grow faster and smarter, watch our youtube channel to find out how to nail your ICP
2. Size of main ICP
Score
Recommendations
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Nice work! We recommend the max size for any B2B marketing campaign is 400 accounts. This will allow you to personalise your prospecting tactics
Good work! You may want to consider ways to get your account list down to under 400 so you can better personalize messaging and give the attention needed to land key accounts
Before you start working on any B2B strategy you should try and work out who you want to focus on, the more focused you are the more effective your B2B marketing efforts will be . We recommend the max size for any B2B marketing campaign is 400 accounts
Before you start working on any B2B strategy you should try and work out who you want to focus on, the more focused you are the more effective your B2B marketing efforts will be . We recommend the max size for any B2B marketing campaign is 400 accounts
3. How many times per year could you meet your ICP prospects in person
Score
Recommendations
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While not a deal breaker for successful B2B campaigns meeting prospects in person is the best way to shorten sales cycles as it allows you to build relationships and establish trust more quickly
Nice work, this high level of 121 engagement will allow you to build relationships and trust far more quickly, See if you can get to 3 in person interactions each year.
Nice work, this high level of 121 engagement will allow you to build relationships and trust far more quickly
Nice work, this high level of 121 engagement will allow you to build relationships and trust far more quickly
4. Who are you targeting at each account
Score
Recommendations
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Decision makers are often the hardest people to reach in any organisation. Consider expanding the number of prospects at each account to include users and champions of your product/service
Nice work! The deeper you go into any account the more likely you are to uncover useful information on how to sell to decision makers. We recommend a minimum of 3 prospects per account
Nice work. The deeper you go into any account the more likely you are to uncover useful information on how to sell to decision makers. We recommend a minimum of 3 prospects per account
5. Do you know the pain points for your ICP
Score
Recommendations
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Nice work. Don't forget to keep checking in with customers and your prospects to stay on top of any changes to their needs. We recommend reviewing this quarterly
Keep working on this its the key for a successful B2B marketing campaign. The more you know this at an account, decision maker and user level the more successful your B2B strategy will be.
Before you start working on any B2B strategy you should try and understand deeply what your ICPs problem is. The more you know this at an account, decision maker and user level the more successful your B2B strategy will be.
Before you start working on any B2B strategy, you should try and understand deeply what your ICPs problem is. The more you know this at an account, decision maker and user level, the more successful your B2B strategy will be.
6. Is your marketing collateral aligned with your ICPs pain points and Outbound Sales Strategy
Score
Recommendations
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Nice work. Don't forget to review your marketing strategy quarterly to make sure its updated with any changes to pain points your B2B team may uncover
The more aligned all of your marketing is with your ICPs pain points the more effective it will be. Keep working on this to improve your score
Before you start working on any B2B strategy you should work on aligning your marketing collateral with your ICP’s pain points to ensures your message is relevant and resonates with high-value prospects, leading to higher engagement and conversion rates. It also creates consistency between marketing and sales efforts, building trust and fostering stronger customer relationships.
Before you start working on any B2B strategy you should work on aligning your marketing collateral with your ICP’s pain points to ensures your message is relevant and resonates with high-value prospects, leading to higher engagement and conversion rates. It also creates consistency between marketing and sales efforts, building trust and fostering stronger customer relationships.
STAGE 1: IDEAL CUSTOMER PROFILE
OVERALL SCORE:
We would not recommend starting any B2B campaigns until you have spent more time on your ICP
Be wary of starting any B2B campaigns until you have improved your score
Nice work! Keep working on narrowing down your ICP and developing a better understanding on their unique pain points
Excellent - Some small tweaks and you will have your ICP nailed
Stage two: Prospecting
7. Who is doing your prospecting
Score
Recommendations
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At the earliest opportunity we recommend passing across prospecting to a specialist. A good BDM will most likely be bad at prospecting and worse, it will affect their core BDM activities.
Nice work! Prospecting is best done by a dedicated individual or team
At the earliest opportunity, we recommend passing across the prospecting to a specialist.
8. Do you have a prospect engagement process mapped out?
Score
Recommendations
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Nice work. If you can refine your processes to include multiple touch points and have different processes for decision makers, vs users etc
A critical component for successful prospecting is a clearly defined process for engaging with prospects over a long period of time. Don't rely on automation or one channel to do this. We would recommend mapping this out before you start any B2B campaign
A critical component for successful prospecting is a clearly defined process for engaging with prospects over a long period of time. Don't rely on automation or one channel to do this. We would recommend mapping this out before you start any B2B campaign
9. How do you engage with prospects?
Score
Recommendations
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We do not recommend relying solely upon automation. Look at how you can integrate 121 engagements, manual activities like text and phone and other activities that will be build trust and deepen the relationship
Done well this can be the best way to manage larger account lists (100+) but we would recommend only using automation for 25% of your engagement activities.
Nice work! If your account list is small enough you should be able to rely on manual activities to engage with prospects.
10. How many touch points do you use to engage with prospects?
Score
Recommendations
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We would not recommend starting any B2B campaign until you have worked out how to integrate a multi touch point strategy to engage with prospects. Aim for a minimum of 3
We would not recommend starting any B2B campaign until you have worked out how to integrate a multi touch point strategy to engage with prospects. Aim for a minimum of 3
Nice work, see if you can get to 4 touch points across different channels, ideally with one of them offline.
Amazing. Are these touch points spread across different channels, ideally with one of them offline?
11. Do you score prospects?
Score
Recommendations
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Well done, this is hard. The higher up the funnel you can score prospects the better data you will have on if your B2B strategy is working.
No problem this is hard! However you can control this if you start a multi touch point strategy that allows you to measure prospects engagement at the top and middle of the funnel. It's worth doing as it provides valuable insights into how your B2B strategy is performing well before you start generating SQLs which is critical for any sales cycle longer than 3 months
No problem this is hard! However you can control this if you start a multi touch point strategy that allows you to measure prospects engagement at the top and middle of the funnel. It's worth doing as it provides valuable insights into how your B2B strategy is performing well before you start generating SQLs which is critical for any sales cycle longer than 3 months
STAGE 2: Prospecting
OVERALL SCORE:
We would not recommend starting any B2B campaigns until you have spent more time on your prospecting strategy and process
Be wary of starting any B2B campaigns until you have spent more time on your prospecting strategy and process
Nice work! Keep working on the recommendations given to improve your overall score
Excellent - Some small tweaks and you will have your prospecting strategy nailed
Stage Three: Sales Conversion
12. Are you assigning a score to your leads based on quality?
Score
Recommendations
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Nice work. Lead scoring allows you to allocate leads to those best placed to serve them and it also allows you to create different nurturing campaigns and in some cases bespoke pitch and marketing collateral
Lead scoring allows you to allocate leads to those best placed to serve them and it also allows you to create different nurturing campaigns. Have a look at our example to get started (LINK TO EXAMPLE)
Lead scoring allows you to allocate leads to those best placed to serve them and it also allows you to create different nurturing campaigns. Have a look at our example to get started (LINK TO EXAMPLE)
13. How quickly do you respond to first-stage leads?
Score
Recommendations
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Amazing! Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.
Very nice. Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.
Not bad! Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.. Ideally this should happen under 1 minute!
Not bad! Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.. Ideally this should happen under 1 minute!
Work on responding to leads as fast as you can. Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.. Ideally this should happen under 1 minute!
Work on responding to leads as fast as you can. Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.. Ideally this should happen under 1 minute!
Work on responding to leads as fast as you can. Fast responses to leads increases conversion rates and decreases administration as it removes the need for chasing leads down.. Ideally this should happen under 1 minute!
14. Is your sales process mapped out
Score
Recommendations
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Nice work. Have a look at our example here to see if you can take away any ideas on how to improve your sales process.
Mapping out your sales process allows you to understand which stages need work, it allows you to assign different stages of the process to the right people, create the right collateral for each stage and it will increase your conversion rate. See our example here
Mapping out your sales process allows you to understand which stages need work, it allows you to assign different stages of the process to the right people, create the right collateral for each stage and it will increase your conversion rate. See our example here
STAGE 3: Sales Conversion
OVERALL SCORE:
Before you spend any money or time on additional marketing, we recommend doing some more work on your sales process. Have a look at our recommendations, most are free and relatively simple to implement
Before you spend any money or time on additional marketing, we recommend doing some more work on your sales process. Have a look at our recommendations, most are free and relatively simple to implement
Great work! You have the foundations set up to allow you to make the most of any leads flowing into your business. Now is the time to invest in growth and build a team of Sales A-Players
Stage Four: Pipeline Management
15. How effective is your pipeline management?
Score
Recommendations
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Nice work, some things to consider. Do you use a combination of touch points across the nurturing period, do you make room for manual nurturing and do you have different nurturing process for leads with higher scores?
Nice work, some things to consider. Do you use a combination of touch points across the nurturing period, do you make room for manual nurturing and do you have different nurturing process for leads with higher scores?
Having an effective pipeline management process is critical for maximizing your ROI from your marketing efforts and increasing your sales conversions. Have a look at our example here
Having an effective pipeline management process is critical for maximizing your ROI from your marketing efforts and increasing your sales conversions. Have a look at our example here
Having an effective pipeline management process is critical for maximizing your ROI from your marketing efforts and increasing your sales conversions. Have a look at our example here
16. Do you use lead scoring to create different nurturing strategies?
Score
Recommendations
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Amazing, Keep up the good work!
Not all leads are corrected equal, it's worth spending a lot more time on the leads that best fit your ICP and may land you a larger contract.
Not all leads are corrected equal, it's worth spending a lot more time on the leads that best fit your ICP and may land you a larger contract.
17. How do you manage nurturing?
Score
Recommendations
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Be wary of just using automation. We would recommend only doing this for poor quality leads or ones that have gone cold
Nice work, Using a mix of manual and automated processes in lead nurturing allows for personalized, human interactions where they matter most, while automation handles repetitive tasks efficiently. This combination maximizes efficiency, ensures consistency, and maintains the personal touch needed to build strong relationships with leads.
Amazing, Keep up the good work! You can still use automation but our recommendation would be for things like monthly newsletters only or very cold leads
Amazing, Keep up the good work! You can still use automation but our recommendation would be for things like monthly newsletters only or very cold leads
Be wary of just using automation. We would recommend only doing this for poor quality leads or ones that have gone cold
18. Is there a documented pipeline management process?
Score
Recommendations
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Nice work, most CRMS will allow you to make this through their platforms
Mapping out how you will engage with prospects over a 3, 6, 9 month time period is a really good place to start thinking about your Nurturing strategy. Have a look at our EXAMPLE HERE
Mapping out how you will engage with prospects over a 3, 6, 9 month time period is a really good place to start thinking about your Nurturing strategy. Have a look at our EXAMPLE HERE
19. How many communication channels do you use when nurturing leads?
Score
Recommendations
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Using multiple communication channels when nurturing leads increases reach, engagement, and personalization by allowing prospects to engage on their preferred platforms. This approach builds trust, provides richer data, and ensures continuous touchpoints without overwhelming the lead.
Using multiple communication channels when nurturing leads increases reach, engagement, and personalization by allowing prospects to engage on their preferred platforms. This approach builds trust, provides richer data, and ensures continuous touchpoints without overwhelming the lead. We recommend a minimum of 3
Nice work! See if you can increase to 4 channels especially for higher quality leads
Keep it up, nice work!
World class, keep it up
20. Do you pass your leads back to the prospecting team if they have gone cold?
Score
Recommendations
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Nice work!
This is really important, don't just use automation to manage cold leads, your prospecting team should put them back into pipeline where relevant
This is really important, don't just use automation to manage cold leads, your prospecting team should put them back into pipeline where relevant
STAGE 4: Pipeline Management
OVERALL SCORE:
We would not recommend starting any B2B campaigns until you have spent more time on your setting up a good pipeline management process and strategy to make sure you can nurture leads effectively. This is especially important for long sales cycles.
Be wary of starting or growing any B2B campaigns until you have spent more time on your setting up a good pipeline management process and strategy to make sure you can nurture leads effectively. This is especially important for long sales cycles.
Nice work! With a few tweaks you will have a world class pipeline management system.
Excellent work, some small tweaks and you will be maximizing your investment into growth
Stage Five: Sales Management
21. Do you have a commission structure that rewards individual and team performance?
Score
Recommendations
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Nice work, a commission structure that rewards both the individual and team as this reduces freeloading and the lone wolf mentality.
Consider a commission structure that rewards both the individual and team as this reduces freeloading and the lone wolf mentality.
Consider a commission structure that rewards both the individual and team as this reduces freeloading and the lone wolf mentality.
22. Do you have a sales playbook that is regularly updated and contains best practices on everything from objection handling to pitching and buyer personas?
Score
Recommendations
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Nice work, make sure its regularly updated as things change within the marketplace.
A sales playbook is useful because it provides a standardized guide for sales teams, outlining best practices, processes, and strategies for various sales scenarios. It ensures consistency in messaging, helps new team members ramp up quickly, and enables the entire team to operate more effectively by following proven methods.
A good way to get started with your sales playbook is to start looking at objections and how you overcome them. Then build out the other chapters like buyer personas, discounting and closing. You don't have to finish it in one go, just get started!
23. Do you have tools and tactics to maintain and increase your sales team's energy outside of remuneration?
Score
Recommendations
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Nice work, managing your sales team's energy is perhaps the most important task for any sales leader. It can have a dramatic impact on your sales team's performance
Managing your sales team's energy is perhaps the most important task for any sales leader. It can have a dramatic impact on your sales team's performance. Look at ways to constantly reward performance, make sales fun and make sure individuals are regularly recognized for great work. Regularly sales "huddles" are great for this
Managing your sales team's energy is perhaps the most important task for any sales leader. It can have a dramatic impact on your sales team's performance. Look at ways to constantly reward performance, make sales fun and make sure individuals are regularly recognized for great work. Regularly sales "huddles" are great for this
24. Are you coaching your sales team regularly?'
Score
Recommendations
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We recommend coaching twice a month. Just 15 minutes can have a huge impact. Regular coaching is important for salespeople because it helps them continuously improve their skills, adapt to changing market conditions, and stay motivated. It provides personalized feedback, addresses specific challenges, and reinforces best practices, leading to better performance and higher sales success. It also allows you to keep your playbook updated
We recommend coaching twice a month. Just 15 minutes can have a huge impact. Regular coaching is important for salespeople because it helps them continuously improve their skills, adapt to changing market conditions, and stay motivated. It provides personalized feedback, addresses specific challenges, and reinforces best practices, leading to better performance and higher sales success. It also allows you to keep your playbook updated
We recommend coaching twice a month. Just 15 minutes can have a huge impact. Regular coaching is important for salespeople because it helps them continuously improve their skills, adapt to changing market conditions, and stay motivated. It provides personalized feedback, addresses specific challenges, and reinforces best practices, leading to better performance and higher sales success. It also allows you to keep your playbook updated
We recommend coaching twice a month. Just 15 minutes can have a huge impact. Regular coaching is important for salespeople because it helps them continuously improve their skills, adapt to changing market conditions, and stay motivated. It provides personalized feedback, addresses specific challenges, and reinforces best practices, leading to better performance and higher sales success. It also allows you to keep your playbook updated
We recommend coaching twice a month. Just 15 minutes can have a huge impact. Regular coaching is important for salespeople because it helps them continuously improve their skills, adapt to changing market conditions, and stay motivated. It provides personalized feedback, addresses specific challenges, and reinforces best practices, leading to better performance and higher sales success. It also allows you to keep your playbook updated
STAGE 5: Sales Management
OVERALL SCORE:
Looks like your sales management strategy needs a bit of work. Have a look at our recommendations, most are free and relatively simple to implement.
Some work to be done. Have a look at our recommendations, most are free and relatively simple to implement.
Not bad. A few small tweaks and you will have a world-class sales management strategy in place.
Nice work! Looks like you have a world-class sales management strategy in place.
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