This checklist is designed for a leadership conversation. It does not replace a market-entry test; it helps show whether the company is ready to scale, needs evidence first, or is about to make a decision on weak assumptions.
Market choice
Can you explain why this market should be tested first, beyond size, excitement or a single inbound lead?
Buyer wedge
Do you know the first buyer role, the pain they own and the trigger that makes the conversation timely?
Account universe
Can you explain what would make an account relevant in this market, beyond size, sector or location?
Message relevance
Can your message be adapted to the market without becoming generic or losing the core commercial argument?
Proof and credibility
Do you have proof points that this buyer will trust, or do you need a founder-led, partner-led or narrower first route?
Signal definition
Do you know which market responses would count as meaningful evidence, not just activity?
Decision rule
Do you know what would make you scale, narrow, localise, partner or pause after the first read of the market?
How to use the checklist
Mark each area as clear, uncertain or weak. If several answers are uncertain, the next move should usually be evidence, not headcount.
What the answers usually reveal
Clear answers usually point to an execution problem: the company knows the market, buyer and wedge, but needs a disciplined motion. Uncertain answers point to a learning problem: the company needs evidence before scaling. Weak answers point to a strategy problem: the market may be attractive, but the company has not yet earned the right to spend heavily there.
Want a second read on your market?
Borderless GTM can pressure-test the market, buyer and account logic before you commit to hiring or expansion spend.