ElasticFlow
AI SkillAudit GTMMarketingby Gooseworks

GTM Analysis — full-stack market presence audit

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Audit a company's full GTM motion across all marketing dimensions

  • Audits 10+ GTM dimensions in parallel: content, SEO, hiring, social, reviews, partnerships
  • Catalogs blog content strategy and founder LinkedIn activity
  • Estimates traffic and identifies SEO investment level
  • Maps team composition and hiring signals
  • Outputs a GTM scorecard with white-space opportunities

Who this is for

Marketing Lead

You set the strategy and make sure it ships. These skills cover ideation, pricing, competitive analysis, and launch planning — the work that keeps your team moving.

See skills for this role

What it does

Pre-engagement competitive audit

Before designing a GTM strategy for a client, understand exactly what they're already doing across every dimension.

Acquisition target diligence

Audit a target company's full GTM presence as part of M&A diligence.

Quarterly self-audit

Run on your own company quarterly to track which dimensions you're investing in and which you're underweighting.

How it works

1

Take company name, website, and founder LinkedIn URLs as input

2

Run 7 parallel research threads across GTM dimensions

3

Catalog content, SEO, hiring, social, reviews, and partnerships

4

Score every dimension A-F with evidence

5

Output a structured report with white-space opportunities

Metrics this improves

Organic Traffic
Identify SEO white space worth targeting based on competitor traffic patterns
Marketing

Works with

G2
manual

Source for review sentiment analysis

LinkedIn
manual

Source for founder profile post analysis

Semrush
manual

Source for traffic estimates and keyword data

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Sorted by attribute overlap × differentiation. Company Current GTM Analysis shares 15+ attributes with each.
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Company Current GTM Analysis

Deep-research agent skill that produces a comprehensive analysis of what a target company is currently doing across all go-to-market dimensions. The output identifies what's working, what's missing, and where white space exists — so you can design strategies that fill genuine gaps rather than duplicating what they already do.

Quick Start

Run a GTM analysis for <company>. Website: <url>. Founder LinkedIn profiles: <urls>.

Or if a client context file already exists:

Run a GTM analysis for <client>. Use the context at clients/<client>/context.md.

Inputs

InputRequiredSource
Company nameYesUser provides or read from clients/<client>/context.md
Company websiteYesUser provides or read from context
Founder/exec LinkedIn URLsRecommendedUser provides, or search web for "[founder name] LinkedIn"
Known competitorsOptionalImproves competitive positioning section
Client context fileOptionalclients/<client>/context.md — if exists, use for ICP, positioning, etc.

Step-by-Step Process

Phase 1: Load Context

  1. If a client context file exists at clients/<client>/context.md, read it for:

    • Company overview, founders, product, pricing
    • Known competitors, customers, market positioning
    • Any existing research or intelligence

  2. If no context file exists, gather basics from the user:

    • Company name, website URL
    • Founder names and LinkedIn URLs (if known)
    • Industry/category
    • Known competitors (if any)

  3. Create the output directory: clients/<client>/research/

Phase 2: Data Collection (Run in Parallel)

Run as many of these research threads as possible in parallel. Each thread is independent.

2A. Blog & Content Strategy

Goal: Understand their content strategy — topics, frequency, types, target audience, gaps.

  1. Fetch the blog page:

    • WebFetch <website>/blog — extract all visible post titles, dates, categories, authors
    • If no /blog, try /resources, /insights, /news, /articles
    • Note: Many sites are JS-rendered. If WebFetch returns empty content, fall back to WebSearch: site:<website> blog

  2. Catalog content types:

    • Product updates / changelogs
    • Comparison / "vs" / "alternative" pages
    • How-to guides / tutorials
    • Case studies / customer stories
    • Thought leadership / opinions
    • Industry reports / data
    • SEO-optimized list posts ("Best X tools for Y")

  3. Assess content strategy:

    • Publishing frequency (daily/weekly/monthly/sporadic)
    • Author diversity (one person vs. team vs. guest contributors)
    • Content depth (shallow SEO vs. deep expertise)
    • Funnel coverage (top/mid/bottom)
    • Downloadable assets (ebooks, whitepapers, calculators)
    • Video content (embedded, YouTube channel)

  4. Check for comparison/vs pages:

    • WebSearch: site:<website> vs OR alternative OR compare
    • Catalog which competitors they compare against
    • Note which competitors are MISSING from their comparison content
2B. Founder/Exec LinkedIn Activity

Goal: Understand founder thought leadership presence, posting frequency, engagement, topics.

Requires: Founder LinkedIn profile URLs. If not provided, search: "<founder name>" LinkedIn <company>

  1. Scrape recent posts:

    python3 skills/linkedin-profile-post-scraper/scripts/scrape_linkedin_posts.py \
  --profiles "<comma-separated LinkedIn URLs>" \
  --max-posts 20 --days 90 --output json

  2. Analyze the posts:

    • Posting frequency (daily/weekly/monthly/rarely)
    • Content type breakdown: original posts vs. reposts vs. articles
    • Topics covered (product, industry, personal, hiring, culture)
    • Average engagement (likes, comments, shares)
    • Top-performing posts and why they worked
    • Whether they engage in comments (reply to commenters)

  3. Assess thought leadership posture:

    • Are founders positioned as industry voices or just company operators?
    • Is there a personal brand beyond the company?
    • Are they engaging with industry influencers?
2C. SEO & Web Traffic

Goal: Estimate traffic, identify traffic sources, assess SEO investment level.

  1. Get traffic data:

    • WebSearch: <website> traffic site visitors similarweb
    • WebFetch: https://www.similarweb.com/website/<domain>/ (may or may not return data)
    • Look for: monthly visits, bounce rate, pages/visit, traffic sources, top countries

  2. Assess keyword strategy:

    • WebSearch: site:<website> to see indexed pages
    • Check for programmatic SEO (template pages like "find [role] in [city]")
    • Check for competitor keyword targeting ("alternative to X", "X vs Y")
    • Identify keywords they likely rank for based on blog content

  3. Check for paid advertising:

    • WebSearch: <company name> and <category> tool — note if ads appear
    • Look for Google Ads, LinkedIn Ads, or Facebook Pixel on their site

  4. Assess SEO maturity:

    • Content volume (how many blog posts / pages)
    • Keyword sophistication (broad terms vs. long-tail vs. competitor terms)
    • Programmatic SEO presence
    • Backlink signals (guest posts, press mentions, directory listings)
2D. Hiring & Team Signals

Goal: Understand team composition, growth trajectory, and strategic priorities from hiring patterns.

  1. Check careers page:

    • WebFetch: <website>/careers or <website>/jobs
    • If JS-rendered, WebSearch: <company> careers open positions <current year>
    • Also check: Glassdoor, LinkedIn Jobs, Greenhouse (boards.greenhouse.io/<company>), Lever (jobs.lever.co/<company>)

  2. Catalog open roles by department:

    • Engineering (what kind — ML, backend, frontend, infra, data)
    • Product / Design
    • Sales / Business Development
    • Marketing / Content / Growth
    • Customer Success / Support
    • Operations / Finance / People
    • Recruiting (hiring recruiters = aggressive growth mode)

  3. Interpret the signals:

    • Heavy engineering hiring = product-led, building moat
    • First sales hires = transitioning from PLG to sales-assisted
    • Marketing hires = investing in brand/demand gen
    • CS hires = customer base growing, retention focus
    • Recruiting hires = expecting rapid overall headcount growth
    • Senior/VP hires = building leadership layer, moving upmarket

  4. Note key people:

    • Recent senior hires (VP+) and their backgrounds
    • Team size and growth trajectory
    • Notable talent signals (where are they hiring from?)
2E. Social Media & Community Presence

Goal: Map their presence and activity level across every relevant channel.

  1. Twitter/X:

    • WebSearch: <company> Twitter OR X.com
    • Find their handle, follower count, posting frequency
    • What do they post? (Product updates, industry commentary, engagement with community)

  2. Reddit:

    • WebSearch: "<company name>" OR "<product name>" site:reddit.com
    • What are people saying? Positive/negative/neutral?
    • Is the company team actively engaging in threads?

  3. YouTube:

    • WebSearch: <company> OR <product> YouTube channel
    • Do they have a channel? How many subscribers? What content?
    • Are there third-party reviews/tutorials?

  4. Product Hunt:

    • WebSearch: <company> OR <product> site:producthunt.com
    • Did they launch? When? How did it perform?

  5. Slack/Discord Communities:

    • WebSearch: <company> community Slack OR Discord
    • Do they run their own community? Are they active in industry communities?

  6. Overall assessment: Rate each channel as Active / Present but Inactive / Absent

2F. Customer Acquisition & Reviews

Goal: Understand how they get customers and what customers think.

  1. Review sites:

    • WebSearch: <company> OR <product> review G2 Capterra <current year>
    • WebFetch G2/Capterra pages if URLs are findable
    • Note: rating, review count, common praise, common complaints
    • Optional: use review-scraper skill for detailed extraction

  2. Customer logos and case studies:

    • WebFetch: <website>/customers or <website>/case-studies
    • WebSearch: <company> case study OR testimonial OR customer story
    • Note which customer segments they showcase

  3. Partnerships and integrations:

    • WebFetch: <website>/integrations or <website>/partners
    • WebSearch: <company> partner program OR integration marketplace
    • Note: ATS/CRM integrations, reseller programs, co-marketing partnerships

  4. Referral/affiliate programs:

    • WebSearch: <company> referral program OR affiliate program
    • Check website footer/navigation for referral links

  5. Paid advertising signals:

    • Check for Facebook Pixel, Google Ads tags on their site
    • Search their brand + category terms and note if ads appear
2G. Podcast & Speaking Appearances

Goal: Understand their earned media and thought leadership distribution.

  1. Search for podcast appearances:

    • WebSearch: "<founder name>" podcast interview <company>
    • WebSearch: <company> OR <product> podcast
    • Catalog: podcast name, host, topic, date

  2. Search for conference appearances:

    • WebSearch: "<founder name>" speaker conference <current year>
    • WebSearch: <company> conference talk OR keynote OR panel

  3. Search for press coverage:

    • WebSearch: <company> TechCrunch OR Forbes OR Bloomberg OR news
    • Note: Is coverage only around funding rounds, or sustained?

  4. Analyst coverage:

    • WebSearch: <company> Gartner OR Forrester OR "Josh Bersin" OR analyst
    • Are they in any industry analyst reports or evaluations?

Phase 3: Synthesize & Score

After all data collection completes, synthesize into a structured analysis.

3A. Channel-by-Channel Scorecard

Rate each GTM dimension:

DimensionGrade (A-F)Evidence
Product-Led GrowthSelf-serve, freemium, pricing
SEO / Content MarketingTraffic, keyword strategy, content depth
Social Proof / Case StudiesCustomer logos, testimonials, case studies
Review Site PresenceG2/Capterra rating, review count
Founder Thought LeadershipLinkedIn activity, podcast appearances
Paid AdvertisingGoogle Ads, social ads signals
Conference / EventsSpeaking, sponsoring, attending
Analyst CoverageGartner, Forrester, industry analysts
Referral ProgramFormal referral/affiliate mechanism
Partner / Reseller ProgramsCo-marketing, reseller, marketplace presence
Community EngagementReddit, Slack, Discord, forums
Video / YouTubeOfficial channel, tutorials, demos
Enterprise Sales MotionSales team, enterprise pricing, procurement docs
Compliance / TrustTrust center, SOC 2, compliance content
International PresenceLocalized content, non-US marketing
3B. Identify White Space

For each dimension graded C or below, document:

  • What specifically is missing
  • Why it matters for their stage/market
  • How large the opportunity is (High/Medium/Low impact)
  • How hard it would be to address (Low/Medium/High effort)
3C. Competitive Positioning Map

Document:

  • How they position themselves (tagline, value props, key differentiators)
  • Which competitors they actively compare against
  • Which competitors they DON'T compare against (gaps)
  • Their pricing strategy relative to alternatives

Phase 4: Generate Output

Save the report to clients/<client>/research/current-gtm-analysis.md using this structure:

# <Company Name> — Comprehensive GTM & Market Presence Analysis

**Date:** <YYYY-MM-DD>
**Purpose:** Understand what <Company> is currently doing across all GTM dimensions
to identify white space for new strategies.
**Sources:** <list sources used>

---

## Executive Summary

<3-5 sentence overview. What is the company's primary GTM motion? What are they
doing well? What are the biggest gaps? What is the single most important finding?>

---

## 1. Blog & Content Strategy

### What They Publish
<Content catalog — types, topics, frequency, authors>

### Content Strategy Assessment
**Strengths:** <what's working>
**Weaknesses / White Space:** <what's missing>

---

## 2. Founder LinkedIn Activity

### <Founder Name> (Title)
**Posting frequency:** <X posts/month>
**Top post:** <title, engagement, date>
**Assessment:** <thought leadership posture>

---

## 3. SEO & Web Traffic

### Traffic Data
<Monthly visits, traffic sources, key metrics>

### SEO Strategy Assessment
<What they're doing, what's missing, programmatic SEO assessment>

---

## 4. Hiring & Team Signals

### Current State
<Team size, open roles by department>

### Key Hires
<Recent notable hires and what they signal>

### Strategic Implications
<What the hiring pattern tells us about their priorities>

---

## 5. Social Media & Community Presence

| Platform | Activity Level | Assessment |
|----------|---------------|------------|
| LinkedIn | | |
| Twitter/X | | |
| Reddit | | |
| YouTube | | |
| Product Hunt | | |
| Slack/Discord | | |

---

## 6. Podcast & Speaking Appearances

<Table of podcast appearances, conference talks, press coverage>

### Assessment
<Coverage level, which audiences they reach, gaps>

---

## 7. Review Sites & Customer Sentiment

### G2 / Capterra / TrustRadius
<Ratings, review counts, key themes>

### Sentiment Summary
**Strengths users report:** <list>
**Weaknesses users report:** <list>

---

## 8. Customer Acquisition Channels

### Currently Using
| Channel | Status | Effectiveness |
|---------|--------|--------------|
| ... | ... | ... |

### Completely Untapped
| Channel | Opportunity Size | Effort |
|---------|-----------------|--------|
| ... | ... | ... |

---

## 9. Competitive Positioning

### How They Position
<Tagline, key differentiators, pricing strategy>

### Comparison Pages
| Competitor | Comparison Exists? | Notes |
|-----------|-------------------|-------|
| ... | Yes/No | ... |

---

## 10. White Space Summary

### Critical White Space (High Impact, Act Now)
1. <Gap description, why it matters, opportunity size>
2. ...

### Significant White Space (Medium Impact, Plan For)
1. ...

### Emerging White Space (Time-Sensitive)
1. ...

---

## GTM Scorecard

| Dimension | Grade | Biggest Opportunity |
|-----------|-------|---------------------|
| Product-Led Growth | | |
| SEO / Content | | |
| Social Proof / Case Studies | | |
| Pricing Strategy | | |
| Review Sites | | |
| Founder Thought Leadership | | |
| Paid Advertising | | |
| Conference Presence | | |
| Analyst Relations | | |
| Partner Programs | | |
| Community Engagement | | |
| Video / YouTube | | |
| Enterprise Sales | | |
| Compliance Marketing | | |
| International | | |

Tips

  • Parallelize aggressively. Phases 2A through 2G are all independent — run them simultaneously to minimize total research time. Use background agents or parallel tool calls wherever possible.

  • JS-rendered sites are common. If WebFetch returns mostly CSS/JS without content, fall back to WebSearch with site:<domain> queries to discover pages.

  • Don't guess — flag unknowns. If you can't verify something (e.g., exact G2 rating), say "[NEEDS VERIFICATION]" rather than inventing data.

  • Grade relative to stage. A 10-person seed startup doesn't need analyst coverage. A $30M Series A company does. Adjust your grading to what's appropriate for their stage.

  • White space ≠ weakness. Not every gap needs to be filled. The most valuable insight is which gaps represent the highest-leverage opportunities given the company's stage, resources, and market.

  • Founder LinkedIn is usually the #1 finding. Almost every company underinvests in founder thought leadership. If the founder has a compelling story and isn't posting regularly, this is almost always the highest-ROI recommendation.

  • Check existing client workspace first. If clients/<client>/ already has research, intelligence reports, or strategy docs, read them before re-researching. Build on existing knowledge.

Dependencies

  • APIFY_API_TOKEN env var — for LinkedIn profile post scraping
  • requests (Python) — for LinkedIn scraper script
  • Web search and web fetch capabilities — for all other research
  • Optional: review-scraper skill for detailed G2/Capterra extraction
  • Optional: blog-scraper skill for RSS-based blog analysis