01
The Seven Diagnostic
A two-week audit scoring your business against all seven gaps. You leave with a ranked list of what's bleeding pipeline — and what to fix first.
Fractional CMO / The Seven Gaps
Seven things are broken in B2B marketing. We fix them.
The 7 in M7G is not decoration. It is the seven operational gaps — from invisible buyers to revenue leakage — that quietly drain pipeline.
Diagnostic index01—07
- 01ICP & the invisible buyer
- 02Messaging misalignment
- 03AEO / GEO blindness
- 04Death of the MQL
- 05Signal-to-action lag
- 06Decaying first-party data
- 07Revenue leakage
Identify / Prioritise / Repair
§ The Seven
7
The seven operational gaps. One diagnostic framework.
Each gap is independently validated by Forrester, Gartner, 6sense and the working practice of leaders like Palo Alto Networks and CrowdStrike. They are not independent problems. They cascade: poor ICP corrupts messaging, which degrades visibility, which starves signal, which the database compounds — until revenue leaks at every junction.
→ Tap any gap to read its own page.
- 01
ICP & the invisible buyer
TargetingPersona-by-job-title doesn't survive contact with 13-person buying groups and an 80% self-directed journey.
Read the gap - 02
Messaging misalignment
PositioningMore than half of lost deals come from defining the problem differently than the buyer does.
Read the gap - 03
AEO / GEO blindness
VisibilityBuyers shortlist with ChatGPT, Perplexity and AI Overviews before you know they exist. If you're not cited, you're not considered.
Read the gap - 04
Death of the MQL
PipelineIndividual lead scoring is blind to 13-person committees. Qualified Buying Groups convert 20–50% better.
Read the gap - 05
Signal-to-action lag
VelocityAverage B2B first response is 42 hours. 35–50% of deals go to whoever moves first. Speed is the floor, not the edge.
Read the gap - 06
Decaying first-party data
Data30%-a-year contact decay, cookie deprecation and inflated third-party intent leave most CRMs unfit for purpose.
Read the gap - 07
Revenue leakage
RevenueTwo leaks, one bucket: dark-funnel demand you never see, and pipeline you saw but stalled. Different problems, both unmeasured.
Read the gap
The Eighth Question
"Which of the seven are costing you the most right now — and which one would you fix first?"
§ Services
Four ways we plug in — each one shaped around the framework.
02
Fractional CMO
Embedded leadership, typically 2 days a week, owning the program of work to close your worst-scoring gaps end-to-end.
03
Buying Group GTM
Re-architect targeting, scoring, and routing around buying groups instead of MQLs. The single highest-leverage operating change in B2B.
04
Signal & Visibility Stack
Stand up AEO/GEO, intent signal taxonomy, and the sub-hour routing that turns the signal-to-action lag into a measurable SLA.
§ Approach
Score the seven, fix the worst,
leave you self-sufficient.
- 1
Score
Diagnostic across all seven gaps. Evidence-based, scored 1–10, ranked by revenue impact.
- 2
Prioritise
Agree the two or three gaps that move the number this year — and the four we're explicitly not fixing.
- 3
Embed
Plug in with the team to ship the systems, hires, and operating model that close the prioritised gaps.
- 4
Hand off
Document, train, and step back. Leave behind a marketing org that scores itself against the seven, quarterly.
§ Engagements
Three ways to work together.
Diagnostic
2 weeksThe Seven scored against your business. The standalone audit that most engagements start with.
- Score across all 7 gaps
- Revenue-impact ranking
- 90-day remediation plan
Fractional CMO
6 — 12 monthsThe core engagement. Embedded leadership, 2 days a week, owning the program to close your worst-scoring gaps.
- Diagnostic included
- Team build & coaching
- Quarterly board reporting
Advisory
OngoingMonthly cadence for founders and CMOs who already know the framework and want a senior sounding board.
- 2 sessions / month
- Slack + email access
- Network introductions
§ Content
Blogs, panels & talks — practical takes on B2B marketing and GTM.
Browse the full collection of articles, conversations and field-tested thinking in one place.
Explore all content§ AI resources
Prompts we actually run — deep-research plays for B2B marketing and GTM.
Open the AI resources§ Let's talk
Which of the seven
is costing you most?
Tell us where you are and where you're trying to get. We'll come back within two working days with a first read on which gaps are draining your pipeline — and whether we're the right people to help.