Methodology
Our methodology applies the same principles used to build industry-standard measurement systems at Nielsen — consistency, evidence-based observation, large-sample calibration — to the question of B2B commercial health.
Every company is scored using the same structured process. Scores are directly comparable across companies, portfolios, and time.
Every score is tied to something we can see and you can verify. No surveys, no interviews, no opinions. If we can't find proof, the score is zero.
Scores are benchmarked against a proprietary database of 700+ B2B companies. Your score means something because we know what the distribution looks like.
Every measurement system starts with a core dataset — a validated, consistent snapshot that can be tracked over time. At Nielsen, that was retail and consumer data. Here, it's commercial health: how well your company executes its go-to-market strategy based on what a buyer can see.
We evaluate your public-facing commercial presence — website, pricing, review platforms, competitive positioning, and proof assets. Every score is tied to observable evidence. This is not a product review, a brand audit, or a financial analysis. It's the commercial truth layer.
A company can have a world-class product and still score poorly because the website doesn't communicate its value, the pricing doesn't capture it, or the proof assets don't support the claims. That gap between product quality and commercial execution is exactly what this assessment surfaces.
The core assessment is designed to stand on its own — and to power deeper analysis when combined with a company's internal data, growth targets, and competitive context. The same measurement discipline scales from a single snapshot to ongoing commercial intelligence.
The Research Process
Every assessment begins with deep research across four evidence categories. We use publicly available sources — review platforms, competitive intelligence, website analysis, and public proof assets — so every finding is verifiable and every score is defensible.
Competitive landscape, market positioning, pricing patterns, and category dynamics. Where does this company sit relative to its alternatives?
Messaging clarity, value articulation, pricing transparency, and buyer self-service. Can a buyer understand the value and take the next step?
Review volume, ratings, sentiment, and recency across major platforms. What are real customers saying, and how much independent validation exists?
Case studies, testimonials, security certifications, and company stability signals. Would a skeptical buyer or procurement team approve this purchase?
The Scoring Model
Each company is scored across four dimensions, weighted by their empirically measured impact on commercial outcomes. The weights aren't arbitrary — they're derived from analysis of which dimensions most strongly predict whether a company wins in market.
Would a skeptical CFO or procurement team approve this?
The strongest predictor of commercial success in our dataset. Covers customer proof, review platform presence, third-party validation, security and compliance signals, and competitive evidence.
Are we capturing the value we create?
The second strongest predictor — and the structurally weakest dimension across the entire database. Evaluates whether pricing is transparent, structured for growth, and aligned with how buyers perceive value.
Can a buyer evaluate the product without a sales conversation?
Measures how well the website reduces friction and provides accessible entry points — try-before-buy access, self-service evaluation, and clear paths to getting started.
Is the story clear, differentiated, and proven?
Table stakes. Winners and non-winners score similarly here. What matters is whether the message is clear, the buyer is named, outcomes are quantified, and differentiation claims are present.
Every data point is scored on a structured evidence scale. The principle is simple: start at zero, earn points by finding proof. Scores are weighted, normalized, and benchmarked against the full database.
Score Interpretation
Every score maps to clear, action-oriented categories — from market-ready companies that need minor optimizations to those requiring a systematic commercial rebuild. Because every company is scored using the same methodology, scores are directly comparable across your portfolio and against the broader universe.
The Benchmark
Your scores are not graded in isolation. Every score is benchmarked against a proprietary database of 700+ B2B companies — spanning enterprise SaaS, mid-market, SMB, vertical software, and financial services — all scored using the same methodology.
The database is continuously expanding, and scoring weights are recalibrated as the sample grows. This is a living measurement system, not a static rubric.
The methodology was developed by Michael Himmelfarb, who spent 14 years at Nielsen building one of the industry-standard measurement platforms for CPG growth strategies across 27 countries. That work required exactly what a good scoring system demands: consistent methodology, evidence-based observation, large-sample calibration, and results that different stakeholders could trust and act on.
He then applied that measurement discipline to GTM strategy across 40+ companies as a growth-stage CMO and PE operating partner. The scoring model is built from hands-on experience with real commercial transformations and has been refined across 700+ assessments.
Every assessment is expert-reviewed before delivery. The methodology is consistent across every company, which means scores are directly comparable across your portfolio, across time, and against the universe.
Every assessment includes a complimentary 30-minute expert review call.
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