How to Use This Report
You just did something most business owners never do — you stopped, zoomed out, and honestly assessed where your business actually stands. That takes courage and self-awareness. Most people are too busy grinding to ever do this.
This report measures your business across seven key areas of the Customer Journey — the path someone takes from never having heard of you to becoming a loyal advocate who sends referrals and buys from you again and again.
Understanding the Framework
Market Fit is the foundation everything else is built on. It's not just about having a good product — it's about being crystal clear on who you serve, what problem you solve, and whether your business is actually designed around the life you want to live.
A high score here means you've got the foundation right. You know your customer, your offer is aligned with real demand, and your business model makes sense for your goals.
A lower score here is actually the most important thing to fix first — because no amount of marketing, automation, or AI will save a business that isn't built on a clear foundation.
Brand Intent
Brand Intent is your business's purpose beyond making money. It's the mission, framework, and identity that guides every decision you make. It's the 'why' your company exists in the first place.
When your brand intent is clear, you attract better customers, stand out from competitors, and communicate your unique value with confidence. Everything else in your marketing becomes easier.
Customer Intent
Customer Intent is your understanding of the real reasons behind every customer action — what they think, need, and desire when they interact with your business.
When you truly understand your customer's intent, you can deliver world-class experiences, develop offers that solve real problems, and build the kind of loyalty that turns buyers into advocates.
Vision Alignment
Vision Alignment is how well your business model matches the life you actually want to live. It's not just about revenue goals — it's about whether the business you're building supports your lifestyle, family, and purpose.
Without alignment, you risk building a successful business that makes you miserable. When your vision is aligned, every decision becomes clearer and your work becomes more meaningful.
Pricing & Value Alignment
Pricing & Value Alignment measures whether what you charge reflects the real transformation or result you deliver. Underpricing signals low value. Overpricing without clear justification creates friction.
When your pricing is aligned with the value you deliver and the customers you serve, selling becomes easier because the exchange feels fair and obvious to both sides.
Market Differentiation
Market Differentiation is how clearly you can articulate why someone should choose you over anyone else in your space. It's not about being everything to everyone — it's about being the obvious choice for the right people.
Without clear differentiation, you compete on price. With it, you compete on value — and that's a game you can actually win.
Awareness measures how consistently new people are discovering your business. Not people who already know you — new people who have never heard of you before.
A high score means you have real systems generating consistent visibility — content, outreach, ads, listings — working whether you're actively pushing or not.
A lower score usually means your growth is too dependent on referrals and word of mouth. That's not bad — but it's not scalable. If you stopped working today, the leads would stop too. The goal is building awareness systems that run without you.
New Lead Generation
New Lead Generation measures how consistently your business attracts people who have never heard of you before. Referrals are great, but if they stopped tomorrow, would new leads still come in?
A reliable lead generation system means your pipeline fills whether you're actively working it or not. That's the difference between a business that grows and one that plateaus.
Content Creation
Content Creation measures how actively your business produces material that attracts your ideal customer through search, social, or video. Content is how you earn attention before someone is ready to buy.
Consistent, valuable content builds awareness over time and compounds — every piece you create continues working for you long after you publish it.
Outreach
Outreach measures how consistently your business proactively reaches new potential customers through cold email, referral asks, or partnerships. Waiting to be found is a passive strategy.
A systematic outreach approach gives you an endless supply of potential customers and puts you in control of your growth instead of at the mercy of the algorithm.
Directory Presence
Directory Presence measures how complete and accurate your business is across Google Business Profile, Yelp, and other online listings. Most customers research before they buy — they need to find you first.
Consistent, accurate listings across multiple platforms builds credibility, improves local search visibility, and drives inbound traffic you didn't have to chase.
Paid Advertising
Paid Advertising measures how effectively your business uses ads to reach new potential customers. Done right, advertising is the fastest way to put your message in front of people who need what you offer.
A well-structured ad strategy accelerates awareness, drives qualified traffic, and gives you data to make smarter marketing decisions across everything else you do.
Affinity measures the trust and connection people feel toward your brand before they ever buy from you.
A high score means when someone finds you, they stick around. Your content adds value, your follow-up builds trust, and your reviews and testimonials do the selling for you.
A lower score means people are finding you but not connecting — and that gap is where most leads quietly disappear. They weren't ready to buy yet, you had no system to stay in front of them, and they forgot you existed. Affinity is what closes that gap.
Trust-Based Follow-Up
Trust-Based Follow-Up measures how consistently your business stays in front of leads in a way that builds relationships rather than just pushing for a sale. Most leads aren't ready to buy immediately — they need time and trust.
A follow-up system that leads with value keeps you top of mind so that when they are ready, you're the obvious choice.
Educational Content
Educational Content measures how regularly your business produces material — videos, emails, posts — that genuinely helps your audience. Teaching builds credibility faster than any sales message ever could.
When people learn something valuable from you before they ever spend a dollar, they come to the sale already trusting you. That's the most powerful conversion tool available.
Social Proof
Social Proof measures how actively your business collects and displays testimonials, reviews, and case studies. People trust other people more than they trust brands — your customers' words carry more weight than yours.
Fresh, consistent reviews and real customer stories remove doubt, build confidence, and do a significant portion of your selling for you automatically.
Purpose Communication
Purpose Communication measures how consistently your business expresses a clear mission that goes beyond the transaction. People don't just buy products — they buy into brands that represent something they believe in.
When your purpose is clear and consistently communicated, you attract customers who align with your values, stay longer, and become your most passionate advocates.
Email Engagement
Email Engagement measures how well your list stays connected to your brand between purchases. An engaged email list is one of the most valuable assets your business owns — it's an audience you control.
A consistent newsletter or email sequence keeps relationships warm, drives repeat purchases, and ensures your audience never forgets you exist.
Action measures how effectively your business converts interest into revenue. Awareness gets attention, affinity builds trust — but Action is where the money actually changes hands.
A high score means you have a clear, consistent sales process. Your offers are compelling, your follow-up is automated, and you know exactly where leads are in your pipeline at any given time.
A lower score means you're likely leaving significant revenue on the table — not because people don't want what you offer, but because the path from "interested" to "bought" isn't clear enough or consistent enough. That's a systems problem, not a you problem.
Offer Clarity
Offer Clarity measures how compelling and clear your offers are at the moment of decision. A great offer answers three questions instantly: what do I get, what does it cost, and why is it worth it?
When people can immediately see the value in what you're offering, the decision to buy becomes easy. Confusion kills conversions — clarity creates them.
Clear Sales Process
Clear Sales Process measures how clearly defined your path is from first contact to closed deal. Without a consistent process, results are inconsistent — some leads convert, others disappear, and you're never sure why.
A documented, repeatable sales process means every potential customer gets the same quality experience, your conversion rate improves, and growth becomes predictable.
Automated Follow-Up
Automated Follow-Up measures how effectively your business uses email sequences to convert leads who didn't buy immediately. Most sales happen after multiple touchpoints — if you're not following up, you're leaving money on the table.
A well-designed drip campaign works around the clock, nurturing leads through the decision process without requiring your time or attention.
Conversion Tracking
Conversion Tracking measures how well your business monitors where leads are in your pipeline and where they drop off. If you don't know your numbers, you can't improve them.
Tracking conversion rates at each stage turns marketing from guesswork into a system you can optimize — so every improvement you make compounds into better results over time.
Direct Response Copy
Direct Response Copy measures how consistently your marketing includes clear calls to action, deadlines, and specific next steps. Good copy doesn't just inform — it motivates people to take action right now.
Every email, ad, and landing page should tell the reader exactly what to do next and give them a compelling reason to do it immediately.
Advocacy is the ultimate goal of everything you do in marketing. It's when your customers become your best salespeople — buying again, referring friends, leaving glowing reviews, and telling everyone they know about you.
A high score means you've built something people genuinely love and a system that activates that love into referrals and repeat business.
A lower score doesn't mean your customers aren't happy — it usually means you just haven't built the system to turn that happiness into action. Happy customers don't automatically become advocates. You have to ask, nurture, and give them a reason to share. That's completely fixable.
Post-Sale Follow-Up
Post-Sale Follow-Up measures how consistently your business checks in with customers after the transaction to ensure they're getting results. The sale isn't the finish line — it's the starting line of the relationship.
Customers who feel supported after they buy become loyal, refer others, and come back for more. Customers who feel forgotten after the sale quietly disappear.
Community Building
Community Building measures how consistently your business creates connection and belonging among your customers. People want to be part of something bigger than a transaction — they want to belong.
A community around your brand increases retention, generates organic advocacy, and creates a group of people who are invested in each other's success — and yours.
Upsell Offers
Upsell Offers measures how well your business presents a compelling next step for customers who are ready to go deeper. Your best prospects are the people who already bought from you — they've already proven they trust you.
A clear upsell path increases customer lifetime value, deepens the relationship, and grows revenue without acquiring a single new customer.
Reviews & Referrals
Review & Referral Requests measures how actively your business asks satisfied customers to share their experience. Happy customers want to help you — they just need to be asked.
An automated system that consistently requests reviews and referrals turns your existing customer base into your most powerful and cost-effective marketing channel.
Surveys
Surveys measure how consistently your business collects feedback from customers to understand their experience, identify gaps, and improve what you deliver. Most businesses guess at what customers want — the best ones ask.
Regular, well-designed surveys give you the data to make smarter decisions, strengthen customer relationships, and identify your biggest advocates before they walk out the door.
This section measures whether your business is running on systems and technology — or running on you.
A high score means your tools are doing the heavy lifting. Your CRM tracks everything, your automations handle the repetitive work, your AI tools save you hours every week, and your data tells you what's working so you're making smart decisions — not guesses.
A lower score means you're probably doing manually what technology could be doing for you. Every hour you spend on tasks that could be automated is an hour stolen from the work only you can do. This is one of the highest leverage areas to improve because the time savings compound fast.
CRM Usage
CRM Usage measures how well your business tracks leads, customers, and follow-up activities in one centralized place. Without a CRM, things fall through the cracks — leads get forgotten, follow-ups get missed, and opportunities disappear.
A well-configured CRM gives you complete visibility into your pipeline, ensures nothing slips, and makes your entire sales and marketing process more reliable.
Automation
Automation measures how consistently your business uses technology to handle repetitive tasks — appointment reminders, follow-up emails, review requests, invoicing, and more.
Every hour you spend on tasks that could be automated is an hour stolen from the work only you can do. The right automations compound over time, buying back your most valuable asset — your time.
Testing & Measurement
Testing & Measurement measures how regularly your business compares marketing efforts to identify what's actually working. Most businesses run campaigns and hope for the best — the best businesses run tests and know what works.
Consistent split testing of emails, ads, offers, and pages turns every marketing dollar into a learning opportunity and compounds into dramatically better results over time.
Tech Stack Integration
Tech Stack Integration measures how well your tools work together to reduce manual work rather than create more of it. A disconnected tech stack means data lives in silos, tasks fall through gaps, and you spend hours doing work your software should be doing.
When your tools are properly integrated, your business runs more smoothly, your team saves time, and your customer experience improves automatically.
AI Tools
AI Tools measures how actively your business is leveraging artificial intelligence to save time, improve output, and create better marketing. AI isn't the future — it's the present, and businesses using it well are moving faster than those that aren't.
Used correctly, AI handles content creation, customer communication, and marketing tasks in a fraction of the time — freeing you to focus on strategy and relationships.
This section is different from the rest — and honestly it might be the most important one.
Because here's the truth: you didn't start your business to work more hours, have more stress, and make less money than you did working for someone else. You started it for freedom, impact, and a life that actually means something.
A high score here means your business is working for you — the revenue is there, the time freedom is real, the work aligns with your gifts, and you're building something with purpose. A lower score is a signal worth taking seriously. Not as a failure — but as a clear indicator that something in the design of your business needs to change.
Revenue
Revenue measures how satisfied you are with the income your business currently generates relative to your goals. Revenue isn't just a vanity metric — it's the fuel that gives you options, freedom, and the ability to make an impact.
Consistently falling short of your revenue goals is a signal worth taking seriously. It points to gaps in your offer, your marketing, or your sales process — all of which are fixable.
Time Freedom
Time Freedom measures how well your business gives you the ability to be present with your family and pursue what matters most outside of work. A business that demands all of your time isn't a business — it's a job with more risk.
Real wealth is discretionary time — the ability to do what you want, when you want, with the people you love. If your business isn't giving you that, it's time to redesign it.
Mission & Purpose
Mission & Purpose measures how clearly your business reflects the calling you feel beyond just making money. Purpose-driven businesses don't just outperform — they endure. They attract better customers, better team members, and they matter more.
If your business doesn't feel like it means something, that emptiness will show up in your marketing, your relationships, and your results. Purpose isn't a luxury — it's a competitive advantage.
Work Alignment
Work Alignment measures how much of your day is spent doing work you're actually gifted at and energized by. Most business owners spend the majority of their time doing tasks they're not built for — and it slowly drains everything.
When your work aligns with your strengths and passions, you perform better, enjoy it more, and build something sustainable instead of something you eventually resent.
Sustainability
Sustainability measures whether your current pace is one you can maintain without burning out. Hustle culture celebrates grinding — but the businesses that last are built on systems, not stamina.
If the only way your business works is by running at full speed all the time, it's not built to last. A sustainable business energizes you rather than depletes you — and that's what we're building here.
"The only coaching program built for founders who want to grow their business without losing their life — combining 21 years of real marketing expertise, done-with-you systems, and a community of people who actually care."
Your Complete Picture
| Market Fit | — |
| Awareness | — |
| Affinity | — |
| Action | — |
| Advocacy | — |
| Tools, Tech & AI | — |
| Founder Satisfaction | — |
| Power Ranking Score | — |
You just did something most business owners never do — you stopped, zoomed out, and honestly assessed where your business actually stands. That takes courage and self-awareness.
Your highest scores show you where your business has real strength to build on. Your lowest scores show you exactly where the gaps are costing you time, money, and growth.
The good news? Every single one of these gaps is fixable. Not with more hustle — with the right systems, the right tools, and the right guidance. That's exactly what Intent Company Group is built for.
