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Customer Acquisition
Assessment
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Take the customer
acquisition proficiency assessment to see how well your organization is doing
in developing and executing its customer acquisition marketing plans,
programs and activities.
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Instructions
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Select your level of
agreement with the statements made below regarding customer acquisition
marketing processes and practices in your organization. If the
statement does not apply to your industry or business model, select
"0" which is the default value from the drop down list, so that it
is not counted in your overall score. There is a reset button at the
BOTTOM of the assessment. Select the
RESET button to clear all of your answers. You can also print a copy of
this quiz by clicking the PRINT button at the bottom of the quiz. You
can elect to save your work in the browser and come back to it later when you
have time to complete the assessment.
The assessment is broken down into sections with headings that generally
apply to the statement made in that section.
This is done for ease of use so you can take the time you need to
complete the overall assessment and complete one section at a time when you
have the time. To close a section,
check the box to the right of the section heading. To open the section, uncheck the box. The default is all sections are initially
open. Click the RESET Button at the
bottom to open all sections, but remember you will clear all of your
entries.
Again, keep in mind that this assessment was developed for B2B, B2C and non
profit organizations, so some of the statements may not apply to your
business or situation. In that case,
leave the answer as non applicable.
All statements are initially set as non applicable, so you need to
answer all that apply to your business in order to get an accurate
score. Your score will be based on
completing all sections of the assessment.
There are a total of 230 statements that can be scored. Like any assessment, the higher your score,
the better your performance. But, the
in depth nature of this assessment will allow you to identify minor as well
as major problem areas where you can take remedial actions that can improve
your overall customer acquisition efforts.
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Scoring System
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Answer --------------- Points
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Not Applicable (NA)
--------------------- 0
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Strongly Disagree
--------------------- 1
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Disagree
--------------------- 2
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Somewhat Agree
--------------------- 3
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Agree --------------------- 4
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Strongly Agree
--------------------- 5
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Marketing planning /
management
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1
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We have documented our USP.
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2
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We have a marketing plan with a
section that addresses customer acquisition.
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3
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Our organization and processes
are structured around our customers to better serve them.
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4
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Our sales and marketing programs
are customer-centric (provide a positive experience before and after the
sale).
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5
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We can quickly adapt to changes
in the market that impact customer acquisition/recruitment efforts.
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6
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Our sales team has input into
the development of marketing programs aimed at new customer prospects.
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7
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Our customer service team has
input into the development of marketing programs aimed at new customer
prospects.
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8
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Our sales team has input into the creation of marketing
materials (e.g. sales brochures, catalogs, website, print, social media and
broadcast advertisements, etc.)
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9
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Our customer service team has input into the creation of marketing
materials (e.g. sales brochures, catalogs, website, print, social media and
broadcast advertisements, etc.)
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10
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We have a referral program in
place to acquire new customers
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11
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We have a partner go-to-market
marketing program to generate new customers.
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12
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We use affiliates to acquire new
customers
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13
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We have documented sell against
strategies for our primary competitors.
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14
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We know what advantages or
disadvantages of our company and products/services are in the prospective
customers' eyes.
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15
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We have calculated the Life Time
Value (CLV - customer lifetime value) of our customers so we know what we can
afford to spend to acquire a new customer.
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Market analysis
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16
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We use information that we
gather about our best customers to target customer acquisition efforts.
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17
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We have done market opportunity
analysis so we know how large our target markets are and the sales
opportunity they represent.
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18
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We know the demographics
(firmographics) of our target markets.
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19
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We monitor market trends that
impact our business and target markets.
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20
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We do target market segmentation
and analysis.
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21
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We know who our target audience
is.
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22
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We develop market segment
profiles.
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23
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We have formal profiles of our
target markets.
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24
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We have identified segments
within our target audience that offer us the greatest opportunity for
success.
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25
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We have identified and
understand the typical customer's purchasing process.
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26
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We know what the key decision
criteria used by our target audiences to make a purchase decision.
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27
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We know what the key issues are
of our target markets.
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28
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We know what the target
audiences' perceptions are of our organization and its products/services.
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29
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We know who are the external
influencers (trade, public figures, etc.) are for our target markets.
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30
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We know who the internal
decision makers and influencers are for our target markets.
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31
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We know why the target audiences
will buy our products/services.
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Acquisition planning
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32
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We have a customer acquisition
strategy.
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33
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We have formal customer
acquisition plan and programs.
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34
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We have a formal customer
acquisition process review.
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35
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We have documented the stages in
the buying process that each buyer goes through.
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36
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We have a formal lead generation
strategy and plan with supporting budgets and forecasts.
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37
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We have a universally accepted
definition of what constitutes a lead, qualified lead, opportunity, etc.
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38
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We have an "optimum contact
strategy" for our prospects.
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39
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We know what our sales (closing)
cycle is from point of lead generation to closing a sale.
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40
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We are effective at developing
special offers to attract new prospect leads.
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41
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We know what it costs to acquire
a new customer.
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42
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We are constantly striving to
lower our lead generation costs.
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43
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We are constantly striving to
lower our customer acquisition costs.
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Sales and marketing
organization involvement
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44
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Our marketing department is
responsible for training sales and service personnel on upcoming marketing
programs, campaigns, and offers.
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45
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We have dedicated
marketing/sales management team that works exclusively with new
prospects.
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46
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Our sales team is thoroughly
educated on all promotional efforts before they runs, including: media
selection; samples of advertisements; detailed explanation of offers;
etc.
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47
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Our sales team has input into
the development of marketing materials (e.g. sales brochures, catalogs,
website, print and broadcast advertisements, etc.)
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48
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Our sales team has input into
the development of marketing programs aimed at our customers.
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49
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Our sales team is involved in
the development of all lead generation/customer acquisition programs.
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50
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Our sales team is happy with the
QUALITY of leads generated from our customer acquisition efforts.
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51
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Our sales team is happy with the
QUANTITY of qualified leads that are generated from our customer acquisition
efforts.
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Customer relationship
management
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52
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We have a CRM system.
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53
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We are satisfied with our CRM
system.
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54
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We are satisfied with our CRM
processes and programs.
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55
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Our CRM system is accessible by
EVERYONE within our organization.
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56
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We capture ALL customer
interactions (transactions, services, communications) in our CRM system.
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57
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We collect customer financial,
lifestyle, psychographic, and demographic information from internal and
external sources and use this information to acquire customers.
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58
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We capture ALL customer contacts
in our CRM system.
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59
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We use our CRM system to its
fullest capabilities.
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60
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We have a CRM strategy to
improve communications and services with prospects and customers.
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61
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We are satisfied with our
processes for managing the relationship with prospective customers from the
point of initial contact through their first purchase.
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Messaging
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62
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We have documented and confirmed
the customer's buying process (all steps and information required at each
step).
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63
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We have determined and
documented our customer/target markets preferred information delivery
methods.
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64
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We have a formal customer
acquisition messaging plan.
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65
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We have developed buyer personas
that we use in our customer acquisition messaging.
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66
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We have mapped out the messaging
for each stage in the buying process for each identified persona type.
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67
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We constantly analyze current
customers to identify our best customers.
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68
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We develop profiles / personas
of our best customers
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69
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We use buyer personas for our
marketing campaigns.
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70
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We develop supporting messaging
plans for customer personas.
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71
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We develop customer journey maps
for our customers and target market prospects.
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72
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We have a formalized messaging
plan for the prospect/lead to customer/buyer journey.
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73
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We have determined and
documented content requirements for each audience and step in the buying
process.
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74
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We have developed a contact
strategy for contacting prospective buyers at specific times based on their
action or inaction to earlier communications.
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75
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We have an editorial calendar
for producing and delivering content.
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76
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We have regular ongoing
communications programs with our prospects.
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77
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We have tested and documented
key product/service messages for each customer need, issue and capability.
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78
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We make it easy for prospective
customers to get information about programs, services and our institution via
EMAIL.
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79
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We make it easy for prospective
customers to get information about programs, services and our institution via
MAIL.
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80
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We make it easy for prospective
customers to get information about programs, services and our institution via
our WEBSITE.
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81
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We make it easy for prospective
customers to get information about programs, services and our institution via
SOCIAL MEDIA (e.g., Facebook, LinkedIn, Twitter, etc.) on the Internet.
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82
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We make it easy for prospective
customers to get information about programs, services and our institution via
TELEPHONE.
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83
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We make it easy for prospective
customers to get information about programs, services and our institution via
MOBILE.
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Lead generation /
management processes
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84
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We constantly review our
processes in order to improve and provide greater value to prospective
customers.
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85
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Marketing and Sales mapped out
and agreed to our lead management processes.
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86
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We have a planned and
prioritized lead nurturing and qualification process for inquiries.
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87
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We have documented our lead
generation, qualification and nurturing process.
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88
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We have a formal process for
qualifying leads.
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89
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We have a formal training
program for all departments and staff that interact with prospects to ensure
consistent levels of service.
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90
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We have a process for managing
the relationship with prospective customers from the point of initial contact
through their first purchase and delivery.
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91
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We have an efficient process of
managing relationships with qualified buyers in order to increase conversion
rates.
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92
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We make our new account signup
process as painless as possible for the new customer.
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Lead generation
programs / activities
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93
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We know all of the stakeholders
and their roles in the buying process at each prospect/customer.
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94
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We keep track of the cost of
acquiring new customers
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95
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We know how much it costs to
generate a new customer (customer by definition means having made a purchase)
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96
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We know how much it costs to
generate a new prospect/lead.
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97
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We know how much revenue we have
to generate to breakeven on the cost of acquiring one new customer.
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98
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We target our lead
generation/recruitment efforts based on a well-defined profile of what we
know to be our best / most successful and profitable customers.
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99
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We are satisfied with prospect
response rates to our marketing activities / campaigns.
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100
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We are satisfied with our lead
qualification rate.
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101
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We are satisfied with our lead
to sales revenue ratio.
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102
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We are satisfied with our
year-over-year lead to sales revenue ratio.
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103
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We are satisfied with the
results of our customer acquisition programs.
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104
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We are satisfied with your
year-over-year lead qualification rate.
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105
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We are satisfied with the number
of leads generated from marketing programs.
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106
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We are satisfied with our
customer acquisition costs.
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107
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We want to lower our customer
acquisition costs.
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108
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We use lead
generation/recruitment programs to identify and qualify prospect interest and
potential before committing resources.
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109
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We use multiple customer
acquisition channels.
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110
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We use inbound marketing
activities to generate inquiries/leads.
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111
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We use outbound marketing
activities to generate inquiries/leads.
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112
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We use cross-channel,
multi-channel marketing campaigns for lead generation.
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113
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We are satisfied with our lead
generation programs and activities.
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114
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We are satisfied with the
overall quality of leads.
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115
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We are satisfied with the number
of leads that we generate.
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116
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We know what it costs on average
to acquire a new lead.
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117
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We are satisfied with the cost
of acquiring a new lead.
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118
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We want to lower our lead
generation costs.
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119
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We know the cost of generating a
lead from each marketing channel / medium.
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120
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We are satisfied with our
process for qualifying leads.
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121
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We are satisfied with our
process for prioritizing and routing new leads.
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122
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We are satisfied with our
processes for managing the relationship with prospects (leads) from the point
of initial contact through their first purchase.
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123
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We are satisfied with our system
for lead scoring and ranking.
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124
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We are satisfied with our
conversion rate of leads to sales.
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125
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We are constantly striving to
increase our lead to sales conversion rates.
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126
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We are satisfied with the
conversion rate of inquiries to leads.
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127
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We are satisfied with the
conversion rate of leads to qualified leads.
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128
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We are satisfied with the
conversion rate of qualified leads to opportunities.
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129
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We are satisfied with the
conversion rate of opportunities to qualified opportunities.
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130
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We are satisfied with the
conversion rate of qualified opportunities to sales.
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131
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We are satisfied with the number
of leads we are generating from ALL marketing campaigns.
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132
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We are satisfied with the number
of leads we are generating from traditional (print / broadcast) media.
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133
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We are satisfied with the number
of leads we are generating from direct mail campaigns.
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134
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We are satisfied with the number
of leads we are generating from email campaigns.
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135
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We are satisfied with the number
of leads we are generating from digital media.
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136
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We are satisfied with the number
of leads we are generating from social media.
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137
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We are satisfied with the number
of leads we are generating at events and trade shows.
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138
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We are satisfied with the number
of leads we are generating from outdoor media.
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139
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We are satisfied with the costs
of leads we are generating from ALL marketing campaigns.
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140
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We are satisfied with the costs
of leads we are generating from traditional (print / broadcast) media.
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141
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We are satisfied with the costs
of leads we are generating from direct mail campaigns.
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142
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We are satisfied with the costs
of leads we are generating from email campaigns.
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143
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We are satisfied with the costs
of leads we are generating from digital media.
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144
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We are satisfied with the costs
of leads we are generating from social media.
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145
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We are satisfied with the costs
of leads we are generating from outdoor media.
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146
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We are satisfied with the costs
of leads we are generating at events and trade shows.
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147
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We are satisfied with the
quality of leads we are generating from ALL marketing campaigns.
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148
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We are satisfied with the
quality of leads we are generating from traditional (print / broadcast)
media.
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149
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We are satisfied with the
quality of leads we are generating from direct mail campaigns.
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150
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We are satisfied with the
quality of leads we are generating from email campaigns
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151
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We are satisfied with the
quality of leads we are generating from digital media.
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152
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We are satisfied with the
quality of leads we are generating from social media.
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153
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We are satisfied with the
quality of leads we are generating at events and trade shows.
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154
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We are satisfied with the
quality of leads we are generating from outdoor media.
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Acquisition programs /
activities
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155
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We understand that lead
generation is a never ending process that must take place year round.
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156
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We test all of our lead
generation / new customer acquisition campaigns.
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157
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We test offers for lead
generation / customer acquisition campaigns.
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158
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We test outside rental list for
our direct mail and email lead generation / customer acquisition campaigns.
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159
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We use email marketing for lead
generation / customer acquisition.
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160
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We use social media marketing
for lead generation / customer acquisition.
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161
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We use traditional media (print
& broadcast) for lead generation / customer acquisition.
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162
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We use outdoor media for lead
generation / customer acquisition.
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163
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We use direct mail for lead
generation / customer acquisition.
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164
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We use SEM (Adwords) marketing
for lead generation / customer acquisition.
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165
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We use event (events,
conferences, trade shows) marketing for lead generation / customer
acquisition.
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166
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We use trade associations and
other organizations for lead generation / customer acquisition.
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167
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We are satisfied with our
customer acquisition email campaigns.
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168
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We are satisfied with our
customer acquisition SEM (Adwords) campaigns.
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169
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We are satisfied with our
customer acquisition traditional media campaigns.
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170
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We are satisfied with our
customer acquisition social media programs and activities.
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171
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We are satisfied with our
customer acquisition outdoor media programs and activities.
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172
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We are satisfied with our
customer acquisition direct mail programs and activities.
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173
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We are satisfied with our
customer acquisition event marketing programs and activities.
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174
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We are satisfied with our
customer acquisition trade associations marketing programs and activities.
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175
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We regularly review performance
of our lead generation/recruitment programs in order to determine if we are
successful.
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Digital / social
marketing activities
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176
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We use social media effectively
for customer service.
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177
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We use social media effectively
to build brand identity among our publics.
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178
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We use social media effectively
to generate new customer leads.
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179
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We use email effectively for
customer acquisition.
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180
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We have established a search
engine optimization program.
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181
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We have established a search
engine marketing strategy and program, and supporting budget for keyword
purchase.
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182
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We use Facebook to build brand
identity.
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183
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We use Facebook to generate new
customer leads.
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184
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We use Instagram to build brand
identity.
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185
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We use Instagram to generate new
customer leads.
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186
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We use LinkedIn to build brand
identity.
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187
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We use LinkedIn to generate new
customer leads.
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188
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We use Pinterest to build brand
identity.
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189
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We use Pinterest to generate new
customer leads.
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190
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We use Snapchat to build brand
identity.
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191
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We use Snapchat to generate new
customer leads.
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192
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We use Twitter to build brand
identity.
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193
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We use Twitter to generate new
customer leads.
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194
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We use YouTube to build brand
identity.
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195
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We use YouTube to generate new
customer leads.
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196
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We use SMS text messaging to
build brand identity.
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197
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We use SMS text messaging to
generate new customer leads.
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Lead management
(qualification, nurturing, prioritization)
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198
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We have an effective lead
management system in place.
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199
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We know how many know how many
leads we need at the beginning of the year to make our yearly revenue goal.
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| |
200
|
We know how many qualified leads
are in our pipeline.
|
|
| |
201
|
We have mapped out each stage in
the lead management process so we know the exact stage of each lead in our
pipeline.
|
|
| |
202
|
Marketing and Sales have agreed
to definitions of leads and their stage in the buying process (e.g., inquiry,
lead, marketing qualified lead, sales qualified lead, opportunity, etc.)
|
|
| |
203
|
We have a closed loop lead
management process from inquiry through closed sale.
|
|
| |
204
|
Our lead management process
requires prospects be qualified and prioritized before turning them over to
sales team.
|
|
| |
205
|
Our marketing department
qualifies all leads before passing them on to sales.
|
|
| |
206
|
We have a formal lead nurturing
process and system for working and converting qualified leads that are not
yet ready to make a purchase.
|
|
| |
207
|
We have an effective lead
nurturing program.
|
|
| |
208
|
We score and rank all of our
leads.
|
|
| |
209
|
We use B.A.N.T. criteria to
score and rank leads.
|
|
| |
210
|
We use our own non B.A.N.T.
criteria to score and rank leads.
|
|
| |
211
|
Only qualified leads are turned
over to our sales team.
|
|
| |
212
|
Our sales team does not cherry
picks the leads they receive from marketing.
|
|
| |
213
|
All leads that have stated a
desire to make an immediate purchase are immediately turned over to the sales
team.
|
|
| |
214
|
Sales generated leads go through
the same process as marketing generated leads unless they are referrals or
first person contacts.
|
|
| |
215
|
We know the buying stage of each
lead is in our pipeline.
|
|
| |
216
|
Our lead pipeline is always full
enough that our sales team has enough leads to work.
|
|
| |
217
|
We respond to all leads in a
timely manner.
|
|
| |
218
|
All prospect / customer
inquiries are typically responded to within one business day.
|
|
| |
219
|
We are satisfied with our lead
response time.
|
|
| |
220
|
We respond to a lead within 24
hrs (one business day)
|
|
| |
221
|
We respond to a lead within 8
hrs
|
|
| |
222
|
We respond to a lead within 1 hr
|
|
| |
223
|
We communicate weekly or more
frequently with our prospective customers (leads).
|
|
| |
224
|
Qualified leads that temporarily
withdraw from the buying process are funneled back into our lead management
sales pipeline for reengagement.
|
|
| |
225
|
We tie lead nurturing content to
the buyer's position in the buying cycle.
|
|
| |
226
|
We utilize capacity and lead
flow planning to manage lead flow so that it matches our sales team's
capacity to handle them.
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|
| |
|
Operations
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|
| |
|
|
| |
227
|
We have programs in place for
training all departments and staff that come in contact with prospects.
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|
| |
228
|
We use a marketing dashboard for
displaying key performance metrics for all prospecting and customer base
marketing activities and programs.
|
|
| |
229
|
We use a contracted external
Level 1 call center team (a first level call center generally operates 24/7,
acts as the initial point of contact for user requests and has knowledge of
the products, terms and conditions offered by the business) to qualify all
leads before turning them over to our direct sales team.
|
|
| |
230
|
We use an in-house call center
team that has knowledge of the products, terms and conditions offered by the
business to qualify all leads before turning them over to our direct sales
team.
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Total Points Scored
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Total Possible Points
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Percentage Score
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Grade
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© 2018 DWS Associates. All Rights Reserved.
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