Revenue Operations Audit

This independent stakeholder questionnaire gives Square One Digital the context needed to review brand positioning, brand identity, website, social channels, sales architecture, sales processes, and marketing and sales systems. It takes around 8–10 minutes. Please answer from your own perspective rather than coordinating answers with colleagues. Brief, candid answers are more useful than polished ones. If you do not have enough visibility to judge an area, say so. Do not enter passwords, payment details, sensitive personal data, or confidential customer records. Supporting evidence will be requested separately from the nominated audit lead.

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Step 1 of 5 – Your Perspective

20%

Your perspective

Please answer independently and based on what you personally know or observe. Square One Digital can see who submitted each response so we can interpret it in context, but the audit report will combine themes and will not attribute comments to individuals unless agreed otherwise.

Company name*

Your Name*

Your job title*

Your email address*

How long have you been involved with the business?*

Which areas do you personally perform, influence or regularly observe?*

Select all that apply. If you select ‘None directly’, do not select another area.

Business and commercial strategy

Customer or market research

Brand positioning and messaging

Brand identity

Website and digital experience

Content and social channels

Partnerships, events or referrals

Lead generation and outbound activity

Sales conversations, proposals and negotiation

Customer success, retention or account growth

CRM, automation, data and reporting

Commercial budgets and investment decisions

None directly

Other

Please specify the other area*

Business direction

Keep your answers brief. We are looking for priorities and perspective, not polished copy.

Q1. In one or two sentences, what does the business help customers achieve, and why do customers choose it?*

Use your own words rather than copying existing marketing text.

Q2. Which commercial outcomes matter most over the next 12 months?*

Choose between one and three.

Increase overall revenue

Generate more qualified sales opportunities

Win larger or higher-value customers

Improve lead-to-sale conversion

Shorten the sales cycle

Increase recurring or repeat revenue

Improve customer retention or account growth

Launch or validate a new offer or market

Reduce dependence on founders, key individuals or referrals

Improve commercial predictability and reporting

Other

Q2. Please specify the other outcome*

Q3. Which customers, offers or revenue streams should receive the greatest attention over the next 12 months?*

Be as specific as you can. ‘Not sure’ is a valid answer.

Q4. What has materially changed during the past 6–12 months, or is already expected to change during the next six months?

For example: priorities, customers, offers, team, market conditions, systems, funding, launches or deadlines. Leave blank if nothing material comes to mind.

Q5. Which decisions or areas of clarity should this audit help the business address?*

Select every area that genuinely matters; there is no artificial limit.

Which customers or markets to prioritise

Which offers or revenue streams to prioritise

How to improve positioning and messaging

What should change across the brand, website or social presence

Where and how to generate more demand

How to improve the buyer journey and sales conversion

How to reduce founder or key-person dependency

Which roles, responsibilities or processes need clarification

Which systems, data or reporting improvements matter most

Which initiatives should be prioritised during the next 90 days

What should form part of the longer-term roadmap

Other

Q5. Please specify the other decision or area of clarity*

Market presence

Rate each area using what you can personally observe. Choose ‘Not enough visibility to judge’ whenever that is the honest answer.

Q6a. Brand positioning*

Clarity about the audience, offer and meaningful differentiation.

Q6b. Brand identity*

Credibility, consistency and suitability for the target customers.

Q6c. Website*

How well it supports understanding, trust and conversion.

Q6d. Social channels*

Visibility, authority and commercially useful engagement.

Revenue engine

Think about the path from opportunity creation to a signed customer, plus the systems and ownership that support it.

Q7a. Sales architecture*

Target markets, offers, routes to market, responsibilities and buyer journey.

Q7b. Sales processes*

Qualification, progression, follow-up, proposals and conversion.

Q7c. Marketing and sales systems*

CRM, automation, data quality, reporting and integration.

Q8. Where do meaningful sales opportunities currently originate?*

Select all that make a meaningful contribution.

Existing relationships or founder network

Customer or professional referrals

Partners

Existing customers

Website or search

Content or social

Speaking, webinars or events

Direct outbound

Paid marketing

Not clear or not consistently tracked

Other

Q8. Please specify the other opportunity source*

Q9. Where do prospective customers become confused, lose momentum or fail to progress?*

Choose between one and three. If you select ‘No clear pattern’ or ‘Not enough visibility’, do not select another answer.

Becoming aware of the business

Understanding the offer

Recognising relevance or urgency

Trusting the business’s credibility

Moving from interest to an initial conversation

Progressing after discovery, consultation or demonstration

Evaluating the proposed solution

Proposal, pricing or commercial decision

Procurement, legal, security or implementation concerns

Follow-up or loss of momentum

No clear pattern

Not enough visibility

Other

Q9. Please specify the other point of friction*

Q10. How dependent is commercial performance on one or two key individuals?

Very low – knowledge and responsibility are widely distributed

Low – there is some reliance, but the wider team maintains momentum

Moderate – key people are needed at several stages

High – most meaningful opportunities depend on them

Critical – commercial activity would largely stop without them

Not enough visibility to judge

Audit priorities

A few final answers will help us separate urgent issues from strengths worth protecting.

Q11. What is the single biggest commercial bottleneck or missed opportunity, and what observable impact is it having?*

One concise example is more useful than a long list.

Q12. What currently works well and should not be disrupted?*

Name the strongest asset, behaviour, channel or process you would preserve.

Q13. Which two areas should receive the deepest analysis?*

Choose exactly two. We will still review every area at diagnostic level.

Brand positioning

Brand identity

Website

Social channels

Sales architecture

Sales processes

Marketing and sales systems

Q14. Where do you think colleagues may see the current situation differently?

Optional. This helps us investigate genuine differences rather than force consensus.

Comments

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