THE BFG GRADE

HOW IT WORKS

Are you leaving growth on the table?

The BFG Grade™ is a rapid self-assessment that exposes the hidden gaps in your go-to-market approach — and shows you exactly where to focus to unlock faster revenue and profit.

High performing sales and marketing teams are focused, engaged and enabled. Is yours?

Get your BFG Grade

Takes just 20 min. No Obligations

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Your BFG Grade Snapshot

Overall score: 2.7 / 4 — clear growth opportunities identified

Score: High Medium Low
  Dimension Effectiveness score
Focused 01:The right customers / prospects
02:The right channels
03:The right products / services
04:The right pricing
05:Performance management
Engaged 06:Culture
07:Leadership
08:Incentives
Enabled 09:Competencies
10:Processes & systems
11:Marketing
12:Organisation
Overall Average
01234
Effectiveness score
Overall score: 2.7 / 4 — clear growth opportunities identified
Legend: High Medium Low
Focused
01 The right customers / prospects
2.1 / 4
02 The right channels
1.4 / 4
03 The right products / services
2.3 / 4
04 The right pricing
2.5 / 4
05 Performance management
2.4 / 4
Engaged
06 Culture
2.5 / 4
07 Leadership
2.2 / 4
08 Incentives
1.5 / 4
Enabled
09 Competencies
1.7 / 4
10 Processes & systems
3.2 / 4
11 Marketing
2.3 / 4
12 Organisation
2.6 / 4

Scores below the maximum of 4 suggest opportunities to drive and accelerate sales and marketing effectiveness. We recommend prioritising the 3–5 dimensions with relatively lower scores

A simple 4-step process to benchmark and accelerate growth

Take just 20 minutes to see how your business benchmarks on sales and marketing effectiveness — and exactly where to focus next.

1

Complete the BFG Grade

Contact us for a link and answer 55 targeted questions across sales, marketing and your go-to-market approach.

2

Receive your PDF report

Get a free PDF report summarising your scores across key dimensions on a 0–4 scale, highlighting where you are strong and where you are leaving growth on the table.

Scores below 4 suggest opportunities to drive and accelerate sales and marketing effectiveness.

3

Join a 45-minute review call

We’ll walk through your results, discuss the story behind the numbers and recommend practical interventions based on the available information.

4

Consider Engaging BFG

If it makes sense, you can choose to engage BFG to help design and deliver the initiatives that will have the fastest and most lasting impact on growth.

WHY IT WORKS

From vague “we should grow more” to a concrete growth agenda

The BFG Grade turns intuition into insight — and insight into a focused plan to grow better, faster.

  • Rapid diagnosis of your go-to-market strengths and gaps — in under 20 minutes.
  • Objective scoring across key sales and marketing dimensions, not just opinion.
  • Clear prioritisation of the 3–5 areas that will unlock the biggest impact.
  • A practical conversation about what to do next — not a 50-slide theory deck.

CLARITY

Stop guessing where the problem is. See exactly which parts of your go-to-market model are holding you back.

FOCUS

Avoid spreading effort thinly. Zero in on the few dimensions where improving from a 2 to a 4 will move the needle on revenue and profit.

ACTION

Turn your scores into a tangible growth agenda, with interventions tailored to your team, customers and reality — not generic best practice.

CASE STUDIES

What the BFG Grade makes Visible

Two real examples of how the BFG Grade has helped leadership teams see their business more clearly and focus change where it matters most.

Case Study 1

Sales & Marketing Effectiveness

Measuring improvements in sales and marketing effectiveness before and after a transformation program

  • Initial BFG Grade assessment by the CFO scored the business at 1.3 out of 4 and identified a number of priorities to address
  • BFG redesigned and implemented a range of key business processes and supported skills development
  • Follow up BFG Grade assessment by the CFO, CEO and CTO scored the business at an average of 2 out of 4, a >50% improvement
  Dimensions Dec-24
CFO		 May-25
CFO CTO CEO
Focused 01: The right customers / prospects 1.1 1.4 1.9 1.6
02: The right channels 2.0 2.0 2.0 2.0
03: The right products / services 1.0 1.7 2.3 2.0
04: The right pricing 1.2 1.2 1.8 1.5
05: Performance management 1.3 2.3 2.7 2.0
Engaged 06: Culture 1.3 1.7 2.3 2.7
07: Leadership 1.4 1.8 2.6 2.4
08: Incentives 1.5 3.0 2.5 2.8
Enabled 09: Competencies 1.0 2.8 2.5 2.5
10: Processes and systems 1.5 1.5 1.5 1.8
11: Marketing 1.0 1.8 1.8 2.0
12: Organisation 1.8 3.0 2.8 2.8
Overall Average 1.3 1.9 2.2 2.1
Effectiveness scores
Dec-24 CFO vs May-25 (CFO, CTO, CEO)
Focused
Dimension Dec-24 CFO May-25 CFO May-25 CTO May-25 CEO
01: The right customers / prospects 1.1 1.4 1.9 1.6
02: The right channels 2.0 2.0 2.0 2.0
03: The right products / services 1.0 1.7 2.3 2.0
04: The right pricing 1.2 1.2 1.8 1.5
05: Performance management 1.3 2.3 2.7 2.0
Engaged
Dimension Dec-24 CFO May-25 CFO May-25 CTO May-25 CEO
06: Culture 1.3 1.7 2.3 2.7
07: Leadership 1.4 1.8 2.6 2.4
08: Incentives 1.5 3.0 2.5 2.8
Enabled
Dimension Dec-24 CFO May-25 CFO May-25 CTO May-25 CEO
09: Competencies 1.0 2.8 2.5 2.5
10: Processes and systems 1.5 1.5 1.5 1.8
11: Marketing 1.0 1.8 1.8 2.0
12: Organisation 1.8 3.0 2.8 2.8
Overall
Dimension Dec-24 CFO May-25 CFO May-25 CTO May-25 CEO
Average 1.3 1.9 2.2 2.1

Case Study 2

Leadership Alignment

Polarised perspectives on the business across leadership and management

  • BFG Grade assessment resulted in average scores ranging from 1.6 to 2.8 out of 4
  • CEO and CFO had the most pessimistic view of company health whilst the National Sales Director was the most positive
  • This allowed BFG and the CEO to identify and focus change initiatives based on individual perceptions and biases
  Dimensions CEO CFO CTO NSD BUH1 BUH2 BUH3
Focused 01: The right customers / prospects 1.3 1.3 1.9 2.5 1.6 1.8 1.9
02: The right channels 2.0 1.7 2.3 3.0 1.0 1.7 2.0
03: The right products / services 2.0 2.0 2.3 3.0 2.3 2.0 1.7
04: The right pricing 1.3 1.3 1.7 2.5 1.7 1.7 1.7
05: Performance management 2.7 1.0 2.0 2.7 3.0 3.0 2.7
Engaged 06: Culture 1.7 1.7 2.3 3.3 2.0 2.0 2.0
07: Leadership 2.0 1.6 2.0 3.0 2.4 2.8 2.2
08: Incentives 4.0 3.0 3.3 4.0 3.7 2.7 3.0
Enabled 09: Competencies 1.3 1.0 2.8 2.8 2.5 2.8 2.5
10: Processes and systems 2.3 1.5 2.3 3.0 1.3 2.5 1.5
11: Marketing 2.0 2.0 2.4 2.4 2.0 2.2 2.0
12: Organisation 2.0 2.3 1.8 3.0 2.3 1.8 1.8
Overall Average 1.9 1.6 2.2 2.8 2.1 2.2 2.0
Effectiveness scores
By leader (CEO, CFO, CTO, NSD, BUH1–3)
Focused
Dimension CEO CFO CTO NSD BUH1 BUH2 BUH3
01: The right customers / prospects 1.3 1.3 1.9 2.5 1.6 1.8 1.9
02: The right channels 2.0 1.7 2.3 3.0 1.0 1.7 2.0
03: The right products / services 2.0 2.0 2.3 3.0 2.3 2.0 1.7
04: The right pricing 1.3 1.3 1.7 2.5 1.7 1.7 1.7
05: Performance management 2.7 1.0 2.0 2.7 3.0 3.0 2.7
Engaged
Dimension CEO CFO CTO NSD BUH1 BUH2 BUH3
06: Culture 1.7 1.7 2.3 3.3 2.0 2.0 2.0
07: Leadership 2.0 1.6 2.0 3.0 2.4 2.8 2.2
08: Incentives 4.0 3.0 3.3 4.0 3.7 2.7 3.0
Enabled
Dimension CEO CFO CTO NSD BUH1 BUH2 BUH3
09: Competencies 1.3 1.0 2.8 2.8 2.5 2.8 2.5
10: Processes and systems 2.3 1.5 2.3 3.0 1.3 2.5 1.5
11: Marketing 2.0 2.0 2.4 2.4 2.0 2.2 2.0
12: Organisation 2.0 2.3 1.8 3.0 2.3 1.8 1.8
Overall
Dimension CEO CFO CTO NSD BUH1 BUH2 BUH3
Average 1.9 1.6 2.2 2.8 2.1 2.2 2.0

Ready to see your BFG Grade?

Take the assessment and uncover where your sales and marketing are under-leveraged — and what to do next to unlock faster growth.

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Book a free review call