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Instructions
1. Schedule a meeting with your marketing leaders to perform this assessment. Ranking Scale
2. In the "Assessment" tab, rank your organization on a scale of 1-5 based on the importance and your competency for each 'best
practice'. 1 - Strongly Disagree
3. Check the "Results" tab to identify your GAPs and average scores for each category. 2 - Disagree
4. View the "Recommendations" tab for actionable advice and downloadable resources to help you improve your competencies. 3 - Moderately Agree
4 - Agree
5 - Strongly Agree
World Class Marketing Assessment
Rank the following best practices based on their importance and your level of competency with the drop-down menus provided.
Marketing Plans - we have documented marketing strategy and product marketing plans. 4 5
Brand Strategy - we have a specific strategy for our brand(s) with objectives, initiatives, targets,
and metrics. 4 5
Dashboards, Scorecards, & Metrics - we have defined metrics and targets for our programs
(scorecards), and a process to collect and report on our metrics with a dashboard. 1 2
Analytics - we have analytics software, data warehouses,reporting capabilities, and the skills
required to make forward-looking decisions (such as revenue prediction) based on our business
data.
5 3
Prioritization - we have a process and an analytical tool for logically prioritizing all requests for
marketing projects. 5 3
Process Documentation - we have documented and standardized all of our key marketing
processes such as product development, strategic planning, campaign execution, program
measurement, purchasing, contracting, etc.
5 3
Aligning Marketing & Sales we have a process for aligning sales and marketing around
common business objectives that yields dramatic improvements in marketing ROI and sales
productivity.
4 4
Operational vs. Strategic - Marketing has a seat at the boardroom table, provides proactive &
strategic leadership and does more than just complete operational requests for marketing
services & support to the business.
3 1
Operational vs. Strategic - Marketing has a seat at the boardroom table, provides proactive &
strategic leadership and does more than just complete operational requests for marketing
services & support to the business.
3 1
Strategic Communications
Description of Best Practices Importance Competency Notes/Comments
Social Media - we are leveraging social media channels effectively to communicate with our
customers. 5 2
Mobile Marketing - we have a defined mobile marketing plan that includes a mobile website,
applications, etc. 4 4
Public & Analyst Relations - we are happy with the coverage we receive in the media and by
analyst firms. 1 2
Video - we are using video effectively in our communications and can produce videos in-house if
necessary. 5 1
Content Marketing - we have a content production engine that is driving awareness, affinity and
new business and we use both traditional forms such as case studies and whitepapers and
modern forms such as infographics.
2 3
Website, SEO & Blogs - we have a great website/blog that has been SEO optimized and
receives adequate traffic. 3 4
Product Management
Description of Best Practices Importance Competency Notes/Comments
Product Development Process - we have a standardized process for developing and launching
new products. 5 1
Positioning Statement - we understand and have crafted and refined our positioning statement
& value proposition. 5 2
Positioning Statement - we understand and have crafted and refined our positioning statement
& value proposition. 5 2
Competitive Analysis - we have a defined process for competitive analysis (e.g. SWOT) for
strategic review. 3 4
Market Research - we do secondary research and/or hire market research firms to conduct
primary research such as surveys and focus groups to better understand market conditions. 3 3
Market Requirements - our Marketing Plans are based on information gleaned from real market
insight and data such as formal Market Requirements Documents prepared by our Product
Marketing & Brand Managers.
1 2
Industry Analysis - we regularly perform a PEST industry analysis to explore the implications of
Political, Economic, Social and Technological conditions in our market. 4 4
Pricing - Marketing does formal pricing analysis to evaluate variables such as price elasticity of
demand. 4 3
Customer-Centricity
Description of Best Practices Importance Competency Notes/Comments
Customer Satisfaction - we measure Net Promoter Score to gauge customer satisfaction levels. 5 3
Online Community - we have an engaged online customer community that we use for support
and idea validation. 4 1
Customer-Centric - our business is market focused and customer-centric rather than product-
focused. 3 1
Customer Metrics - we track retention rate, customer lifetime value (CLV) and cost of
acquisition metrics. 3 4
Customer Loyalty - we have programs in place to measure and optimize customer retention and
loyalty. 4 4
Customer Support - we have service level agreements (SLAs) to set expectations with our
customers in terms of support provides and response times. 5 2
Customer Referral Program - we have a formal customer referral program that brings us lots of
new business. 4 1
Lead Generation
Description of Best Practices Importance Competency Notes/Comments
Tradeshows & Events - we know the ROI for each tradeshow we attend, and plan/manage our
events efficiently. 4 1
Webinars - we have a successful webinar program in place. We often get over 200 people to
attend our webinars. 2 2
Inside Sales - our inside sales team is measured for productivity and keeps our pipeline full of
qualified opportunities. 5 2
Direct Marketing - we are competent with email and direct mail marketing and achieve open
and click-through rates above industry averages. 5 2
Marketing Automation - we have automated lead scoring and lead nurturing programs in place. 4 2
Marketing Collateral - all of our collateral and marketing materials are up to date and accurate. 5 4
Marketing Collateral - all of our collateral and marketing materials are up to date and accurate. 5 4
Sales Enablement - we have an online sales portal that contains all of our sales support
materials and has analytics to tell us which content items are being downloaded, viewed, etc. by
our sales team and channel partners.
4 1
Sales Training - our sales training programs are up-to-date and follow best practices
methodologies. 4 3
Sales Tools - we regularly develop sales tools such as playbooks, competition references,
proposals, scripts, etc. 5 2
Sales Process - we have a defined sales process that aligns to the buying process for our
industry. 5 4
Partnerships - we effectively manage our channel partners and have visibility into their pipeline
of new business. 5 4
World Class Marketing Assessment
Average Average
Assessment Criteria Importanc Competen GAPS Marketing Effectiveness Index & GAPs
e cy
Product Management 3.5 3.0 0.5 Product Management Systems & Technology
Staffing & Management
Strategy & Measurement 3.9 3.4 0.4
Use a Brand Assessment Tool to identify areas to improve your brand and
Brand Strategy 5 document your branding strategy with a Brand Strategy Scorecard.
Brand Identity Workshop Brand Assessment Tool
Strategic Communications
Use a Social Media Planning methodology to optimize your social media
Social Media 2 program.
Social Media Marketing Course
Social Media Plan Methodology
Website, SEO & Blogs 4 Use a Website methodology to improve your website, SEO and blog. Website Redesign Training
Website
CourseRedesign Methodology
Product Management
Product Development Process 1 Use a Product Development methodology to standardize your process. Product Development Training
Product
Course
Development Strategy Methodology
Use a Market Segmentation & Analysis Tool to define your key market
Market Analysis 5 segments, identify market size, and analyze each segment's
attractiveness.
Consumer Insights with Facebook
Market Segmentation
Workshop & Analysis Tool
Use a STEP Industry Analysis Tool to document the implications of Social,
Industry Analysis 4 Technological, Economic and Political conditions driving your industry.
STEP Industry Analysis Tool
Use a Break Even Analysis and Pricing Strategy Template to improve your
Pricing 3 pricing analysis and decision-making.
CPQ Solution Study
Customer-Centricity
Use a Customer Satisfaction Survey with the question "on a scale
Customer Satisfaction 3 of 1-10, how likely would you refer a friend" to benchmark your
Net Promoter Score regularly.
Marketing with Case Studies
Customer
Workshop
Satisfaction Survey
Customer Loyalty 4 Develop a customer loyalty program to reward loyal customers. Creative Brand Loyalists Workshop
Brand Loyalty Advantage Guide
Lead Generation
Use an Advertisement Evaluation Matrix to evaluate ad quality
Advertising & Sponsorships 1 and an Advertising Calendar & Budget and Online Advertising
ROI Calculator to organize ad spending.
Lead Generation Training Understanding
Course Location-Based Adv Guide
Tradeshows & Events 1 Use an Events methodology to improve your tradeshow process. Event Marketing Training Event
CourseMarketing Methodology
Use a Sales Training methodology to train your sales reps to hit quota
Sales Training 3 faster.
Sales Training Course Sales Training Methodology
Document your sales process and align with your CRM system for daily
Sales Process 4 adherence.
Content for the Sales Cycle
Adopting
Workshop
Consultative Selling Guide
Integrate PRM software with your CRM to gain pipeline visibility in the
Partnerships 4 channel.
Channel Marketing Automation
Channel
Workshop
Marketing Automation Guide
Identify which areas of training you need to improve on, and then find
Training Program 5 courses/workshops to fill gaps.
DM University DM University
Use a Marketing Skills Matrix to identify which skills your require, which
Skills Inventory 3 skills you have on-staff, and what your skill gaps are.
Marketing Skills Matrix
Use an Agency Selection Tool to define a repeatable process for
Agency Selection 5 evaluating each agency that responds to your RFP to determine which is
the best overall fit.
Agency Management PlanAgency
Methodology
Selection Tool
Practical Resources
Marketing Communications
Product
Budget
Development Budget
Marketing Communications
Message
Calendar
Mapping Tool
Content Management
Content Marketing Maturity Model
Solution Study