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Voice from the Trenches: 6 Tips on Writing a Successful Go/No Go Form

It’s OK to admit that you’re not using a Go/No Go Form. I promise, you’re not alone. But if you’d like to implement a more formalized Go/No Go process, then creating a form is a great starting point.

I was updating my firm’s QMS Manual and came across an old Go/No Go form that was once (presumably) in use. I’ve never seen the form and no one at my firm ever mentioned the form to me; probably because it was 5 pages long and they were terrified I’d ask them to use it.

However, seeing this form reminded me that implementing a more formalized Go/No Go process should make it’s way off my to-do list and into practice. A few hours later, I had a thoughtfully crafted form unique to my firm’s marketing strategy.

Not sure where to start? Follow these tips:

  1. Don’t reinvent the wheel. You can find great example Go/No Go forms at
  2. Templates are a great place to start, but customize your form so it’s meaningful to your firm and its strategy.
  3. Know your audience. Some firms feel more comfortable with a loose guide, others will want quantified output.
  4. Keep it simple: no more than one page.
  5. Remember, the form’s job is to guide meaningful conversation in your marketing or business development meetings.
  6. The form cannot give you a definitive Go or No Go. You can argue that a score of X is an automatic No Go, but there will always be a Principal that can veto that.

Want a copy of Valerie’s form? Connect through LinkedIn or on Twitter, @valconyngham.

Valerie Puchades, CPSM


Valerie Puchades, CPSM served as SMPS Boston Chapter President for the 2018/2019 program year and is Director of Marketing at GUND Partnership.

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