Marketing Assessment

Comprehensive Marketing Assessment

Introduction: The Marketing Assessment is a detailed audit of your organization's marketing that gives you an impartial, neutral valuation of your marketing strategies, processes, practices, programs, and operations. It is designed to quickly identify areas of opportunity and problems that are affecting your organization's marketing performance. Each section looks at key functional areas. You need to score above a "C" in each section. If not, you should focus on developing policies, practices and processes to improve your organization's overall business and marketing practices and programs.

Topics - The assessment is broken down into the following areas: 1) Business / Marketing Challenges Facing Your Organization 2) New Customer Acquisition / Lead Management 3) Customer Relationship Management 4) Planning & Control 5) Product Management and Marketing 6) Marketing Communications and Promotions 7) Organization 8) Distribution 9) Service 10) Marketing Information Processes & Practices

Instructions:

Simply click the section titles on the panels and complete all of the questions within each section. When you have completed all of sections, click on "Scorecard" panel in order to learn your overall assessment. In each section, select a value of 1 to 5 from the drop list in the scoring column for each statement. If the statement is not applicable to your situation, select "0" from the drop down list. When you are finished with each section, no statements are to be left unscored. Check the Scorecard PANEL for your total results & overall score. Scorecard Rating Scale: 5 - Strongly Agree 4 - Agree 3 - Unsure 2 - Disagree 1 - Strongly Disagree 0 - Not Applicable




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Score Card

Section	Description	Total Questions	Questions Applicable to Your Organization's Business	Actual Score for Applicable Questions	Possible Maximum Points From Answered Questions	Percentage Score	Grade Score
1)	Business / Marketing Challenges Facing Your Organization
2)	New Customer/Acquisition / Lead Generation & Management Issues, Practices
3)	Customer Relationship Management - Issues, Practices
4)	Marketing Management - Planning & Control Issues, Practices
5)	Marketing Management - Product Management / Development Issues, Practices
6)	Marketing Management - Promotions / Marketing Communications Issues, Practices
7)	Marketing Management - Organization Issues, Practices
8)	Marketing Management - Distribution Issues, Practices
9)	Marketing Management - Service Issues, Practices
10)	Marketing Information Management Issues, Practices
	Totals / Overall Score

Grade "A" - Excellent - Overall, means that you have excellent business and marketing processes and practices in place.

Grade "B" - Above Average - A score of "B" means that you have good processes and practices in place and only need to work on fine tuning a few critical areas. You could benefit from streamlining processes.

Grade "C" - Fair - A "C" score means you need to evaluate and document processes that utilize your resources efficiently.

Grade "D" - Below Average - A score of "D" means that your organization has a lot of work to do in improving marketing strategies and marketing management processes and practices.

Grade "F" - Poor - An "F" means that your organization is on life support and in danger of going out of business.

Business / Marketing Challenges Facing Your Business

	Total Questions	29
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our organization is a product (service) leader.
2)	Our organization practices operational excellence.
3)	Our business prepares a strategic gap analysis.
4)	We have a formal process for establishing financial forecasts and budgets that involves all departments within the organization (Administration, Manufacturing, Sales, Marketing, etc.)
5)	Every department within our organization is customer oriented.
6)	Our organization views sales as part of the overall marketing process and mix.
7)	In our organization, marketing is an organizational attitude, not a department.
8)	Marketing is far too important to be left only to the marketing department.
9)	Marketing and sales are part of the same department in our organization.
10)	Our marketing department is "well-focused" and an important part of our team.
11)	Our marketing department is "imaginative, generates lots of new ideas, and delivers."
12)	Our marketing organization is good at finding and developing new marketing opportunities.
13)	Our marketing department influences all departments and employees to be customer-centered in their thinking and practices.
14)	Our product and brand managers have an excellent grip on "commercial realities."
15)	We view marketing expenditures as an investment, not a cost.
16)	We have strong product / service differentiation from our competitors.
17)	We are not giving away a lot of costly services and add-ons to get the sale.
18)	Our pricing is not being quickly matched by our competitors.
19)	Our advertising is not becoming more expensive.
20)	Our advertising is not becoming less effective.
21)	We are not spending too much on sales promotion.
22)	Our selling costs are not increasing and consuming a larger percentage of our overall margins.
23)	Declining sales force productivity is not a major factor impacting our revenue and profit goals.
24)	We are not having trouble competing against lower-cost, lower-price competitors domestically and globally.
25)	Our brand today is as strong or stronger than it was last year.
26)	Our organization has many ways of stimulating and collecting new ideas.
27)	Our organization depends on getting ideas from salespeople and R&D.
28)	Our organization has appointed a person(s) to stimulate and collect ideas.
29)	Our organization has a well-working idea management system.

New Customer Acquisition / Lead Management

	Total Questions	33
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	We have a formal plan for acquiring new customers.
2)	We have a formal lead generation strategy and plan with supporting budgets and forecasts.
3)	We use lead generation programs to identify and qualify prospect interest and potential before committing sales resources.
4)	We regularly review performance of our lead generation programs in order to determine if we are successful.
5)	We can quickly adapt to changes in the market that impact our new customer acquisition efforts.
6)	We target our lead generation efforts based on a well-defined profile of what we know to be our best / profitable customers.
7)	We have a formal process for qualifying leads / new customer prospects.
8)	We use a lead scoring system to rank the potential customer value of all leads however they are generated.
9)	We use a B.A.N.T. (budget, authority, need, timeframe) ranking system or similar system to rank where a potential inquiry / lead is in the purchase process.
10)	We make it easy for prospective customers to get information about products, services and our organization via the TELEPHONE.
11)	We make it easy for prospective customers to get information about products, services and our organization via our WEBSITE.
12)	We make it easy for prospective customers to get information about products, services and our organization via SOCIAL MEDIA (e.g., Facebook, LinkedIn, Twitter, etc.) on the Internet.
13)	We make it easy for prospective customers to get information about products, services and our organization via MAIL.
14)	We have a process for managing the relationship with prospective customers from the point of initial contact through their first purchase.
15)	We have dedicated sales and marketing team that works exclusively with new prospects.
16)	Our sales force is involved in the development of all lead generation programs.
17)	Only qualified leads are turned over to our sales organization.
18)	Our sales organization is happy with the QUALITY of leads generated from our promotional efforts.
19)	Our sales organization is happy with the QUANTITY of qualified leads that are generated from our promotional efforts.
20)	We use a telesales organization to qualify all leads before committing face-to-face sales resources.
21)	All new prospect sales leads are acted upon within ten days of their identification.
22)	Our sales force is thoroughly educated on the full promotional effort before it runs, including: media selection; samples of advertisements; detailed explanation of offers; etc.
23)	We utilize capacity and lead flow planning to manage lead flow so that it matches our sales organization’s capacity to handle them.
24)	Our lead generation programs identify prospect interest or potential prior to committing to the cost of face-to-face sales visits.
25)	We have a customer referral program.
26)	We constantly review our processes in order to improve and provide greater value to prospective customers.
27)	We use information that we gather about our best customers to target new customer acquisition efforts.
28)	We have a formal lead nurturing process and system for working and converting warm and cold leads into customers.
29)	We have regular ongoing communications programs with our prospects.
30)	We have a centralized database for capturing prospect data.
31)	We know how much it costs to generate a lead.
32)	We are constantly striving to lower our customer acquisition costs.
33)	We use integrated marketing campaigns to acquire new customers.

Customer Relationship Management

	Total Questions	65
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our organization is intimate with our customers.
2)	We have a process in place aimed at welcoming NEW customers.
3)	We know that our new customer program increases their satisfaction and retention.
4)	We have a centralized database that identifies ALL customer contacts.
5)	We have a centralized customer database that is easily accessible by EVERYONE within our organization.
6)	We capture ALL customer interactions in the centralized database.
7)	We know who is talking to our customers and what they are saying.
8)	We know why we lose customers.
9)	We have developed successful strategies and programs that have reduced customer defections.
10)	We know if we are the primary, secondary or tertiary source for our customers and have developed strategies to protect or improve our position.
11)	We have a program that identifies sales opportunities within our existing customer base and allows us to capitalize on these opportunities.
12)	We measure the profitability of individual customers.
13)	We know who are our best customers are.
14)	We know what percentage of our customers are profitable.
15)	We know who are our most profitable customers.
16)	We know how are our unprofitable customers.
17)	We know how to turn our unprofitable customers into profitable one.
18)	We treat our bet customers differently than other customers.
19)	We treat our customers as client advocates, partners and part-owners in our business.
20)	We have calculated the Life Time Value (CLV - customer lifetime value) of our customers.
21)	We use our knowledge of our customers' budgets to help us project our revenue.
22)	We constantly monitor customer performance in order to identify early warning signs of possible dissatisfaction and / or defection.
23)	We have a process in place that allows us to retain potential defectors.
24)	We have a process in place for winning back former customers.
25)	We have special promotional efforts aimed at our best customers that are not available to our general customer base.
26)	We offer our best customers special services not available to our general customer base.
27)	We have programs in place that motivate customers to increase their purchases with our organization.
28)	We provide our customers with a primary contact within our organization that is responsible for ensuring the customer's satisfaction.
29)	We provide fast, easy access to accurate and relevant information to all customers via telephone, face-to-face, Internet, reseller, channel partner, etc.
30)	We have a formal training program for all departments and staff that interact with customers and prospects to ensure consistent levels of service.
31)	We have a formal process for capturing and disseminating customer feedback so appropriate action can be taken quickly.
32)	We have a formal process for evaluating customer service performance that is based on metrics that tie to our organizational objectives.
33)	Our sales personnel have the authority to resolve customer service and sales issues.
34)	Our customer service personnel have the authority to resolve customer service and sales issues.
35)	Our sales management regularly reviews sales performance and formally discuses performance with their staff.
36)	Our sales and service personnel have input into the creation of marketing materials (e.g. sales brochures, catalogs, website, print and broadcast advertisements, etc.)
37)	Our sales and service personnel have input into the development of marketing programs aimed at our customers.
38)	Our marketing department is responsible for training sales and service personnel on upcoming marketing programs, campaigns, and offers.
39)	We have programs in place for training all departments and staff that come in contact with prospects and customers.
40)	The Internet is used to communicate with prospects, customers and partners.
41)	Our organization has on-line self services available for customer transactions and support.
42)	Customer inquiries are typically responded to within 8 hours.
43)	Our organization has a formal program for increasing customer service levels.
44)	We regularly survey our customers to determine their level of satisfaction with our products and services.
45)	We use the results of customer satisfaction surveys to develop marketing programs and materials.
46)	Our business and marketing strategies are customer-centric.
47)	Our sales and marketing programs are customer-centric.
48)	We collect customer transaction, service, attitudinal, and demographic information from internal and external sources and use this information to acquire, retain and service valuable customers.
49)	We use customer relationship management technology (centralized database system) to capture, store, analyze customer data and interactions, and to communicate with customers.
50)	We use this information when communicating with customers through any touch points including sales, customer service, web sites, marketing collateral, and all communications.
51)	We use customer data to acquire, retain, cross-sell, and up-sell customers.
52)	Our organization and processes are structured around our customers to better serve them.
53)	We understand and anticipate the needs of our customers.
54)	We have a customer relationship management strategy to improve service, cut costs, and revitalize sales and marketing.
55)	We constantly analyze customer behavior in order to identify opportunities and/or threats.
56)	We regularly compare our customer needs with our products and services in order to identify opportunities and threats.
57)	We have a customer advisory board that provides us with valuable insight into their perceptions of our efforts to deliver value.
58)	We know which customers see our business as a the primary, secondary, tertiary source for products and services that we offer.
59)	We have identified customers that are 'under performing' and developed plans to increase their purchasing.
60)	We purchase customer data and append it to our centralized database in order to enhance our knowledge of the customer and improve our retention effort.
61)	We have identified and understand the typical customer's purchasing process.
62)	We have identified customers that are 'price sensitive.'
63)	We use customer advisory panels to help us in new product development.
64)	We define customer defections as "a customer that has not purchased from us during the past 12 months."
65)	We define customer defections as "a customer that has reduced their purchases by more than X% within the last 12 months."

Marketing Management - Planning

	Total Questions	89
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our executives, managers, and personnel see planning as a tool that is critical to the success of our organization's achieving its financial and other goals.
2)	The company's business mission is clearly stated in marketing oriented terms and is feasible.
3)	The company and marketing objectives and goals are clearly stated enough to guide marketing planning and performance measurement.
4)	Management has articulated a clear marketing strategy for achieving its marketing objectives that is appropriate to the stage of the product life cycle, competitor's strategies, and the state of the economy.
5)	The company's has a market segment strategy for identifying, rating, and choosing the best market segments to target.
6)	The company had developed an effective positioning strategy and marketing mix for each market segment that it is targeting.
7)	Marketing resources are allocated optimally to the major elements of the marketing mix.
8)	Adequate resources are budgeted to accomplish the company's marketing objectives.
9)	We have a formal, 12-month marketing plan that supports our overall business strategies and objectives.
10)	We have a multi-year marketing plan.
11)	Our marketing plan contains sections on: situation analysis; marketing objectives and goals; marketing strategies; tactics; programs; controls; and budget and forecast.
12)	We conduct a S.W.O.T analysis as part of our planning process.
13)	Partners are included in our marketing planning process.
14)	Customers are included in our marketing planning process.
15)	We have a proactive procedure for developing new markets and finding new customers.
16)	Our planning format is standardized and computer-based so that all levels of management can access the plans.
17)	Our global marketing strategies, plans and programs are localized and specific by culture and/or country.
18)	We use marketing scorecards to judge our marketing performance.
19)	We know what marketing activities provide the greatest return on our investment.
20)	We measure our relative product and service quality to determine whether our pricing is higher, the same, or lower than our relative quality advantage will support.
21)	We see a tremendous value in conducting an annual marketing audit regardless of how our business is doing.
22)	Our marketing vice-president (director, manager) has the authority and responsibility for all company activities that affect customer satisfaction.
23)	All of our marketing activities are optimally structured along functional, product, segment, end-user, and geographic lines.
24)	All marketing functions have good communications and working relationships with other departments, including: corporate management, sales, customer service, R&D, purchasing, finance, accounting and legal.
25)	All of our marketing personnel are well trained and motivated.
26)	We have quarterly (or more frequent) meetings with representation from marketing, sales, customer service and other key departments in order to review marketing results from the previous quarter and to adjust strategies and tactics for upcoming activities.
27)	We have a brand management system that works effectively.
28)	Our brand managers pay attention to long-term strategy.
29)	We have a sufficient number of market segment managers and area managers to respond to differences that exist in markets.
30)	We have a formal competitive intelligence system which we use to closely monitor our top competitors for marketing efforts, products and other key areas. This information is updated at least once per year.
31)	We have identified our top three (at a minimum) competitors, track and monitor their strategies, promotional efforts, products, pricing, distribution, quality, service, and support on a semi annual or more frequent basis.
32)	We have a formal process for notifying our company's staff when a competitor changes their business operations/practices.
33)	We have ongoing research programs that compare our programs and services with the needs of our target audience, both prospective and active customers.
34)	We constantly monitor market trends and adjust our strategies and tactics accordingly
35)	We use research to identify opportunities in the market and use that information to drive our lead generation and management and customer retention strategies.
36)	We perform regular, ongoing research on critical marco environmental actors (economic, governmental/political, societal/cultural, environmental, and technological).
37)	We know what demographic developments and trends pose opportunities or threats to our business and have adapted our business / marketing strategies and plans accordingly.
38)	We know what major developments in income, prices, savings, and credit our business and have taken actions to respond to these developments and trends.
39)	We constantly monitor the cost and availability of resources and energy needed by the business.
40)	We have taken actions to address the business's role in pollution and conservation.
41)	We constantly monitor the public's attitude toward business and the organization's products and services, as well as changes in customer lifestyles and values that might affect the organization.
42)	We have identified our profitable customers and use this information to guide our lead generation efforts.
43)	We have identified the typical steps taken by a customer in their decision process and use this knowledge to focus our lead generation and management efforts.
44)	We use input from prospective and active customers in our new product / service development efforts.
45)	We have established specific performance objectives for lead generation and management and customer retention so that we can determine effectiveness of our efforts.
46)	Our company is actively pursuing significant opportunities for reducing our overall marketing costs.
47)	We have a formal process for establishing financial forecasts and budgets that involves all departments within the organization (Administration, Manufacturing, Sales and Marketing, Distribution, Other).
48)	We know how much revenue and profit we lose each year to customer defections.
49)	We know what it costs to acquire a new inquiry / lead.
50)	We know what it costs to acquire a new customer.
51)	We know how many sales it takes for a new customer to become a profitable customer.
52)	We have a documented pricing strategy.
53)	We regularly review profit contribution by product and/or service.
54)	We have a multi-year financial forecast.
55)	We evaluate market trends and adjust our forecasts accordingly.
56)	We hold regularly scheduled meetings throughout the year to review progress towards our goals and to discuss the need to adjust our plans in order to be more efficient and effective.
57)	We use marketing scorecards to judge our company's performance.
58)	Our marketing scorecards (metrics) include market growth in units.
59)	Our marketing scorecards (metrics) include sales growth.
60)	Our marketing scorecards (metrics) include customer orders (actual, and gain or loss).
61)	Our marketing scorecards (metrics) include market share (actual, and gain or loss).
62)	Our marketing scorecards (metrics) include customer retention rates (actual, gain or loss).
63)	Our marketing scorecards (metrics) include numbers of new customers.
64)	Our marketing scorecards (metrics) include numbers of dissatisfied customers.
65)	Our marketing scorecards (metrics) include number of lost customers.
66)	Our marketing scorecards (metrics) include a product quality measurement relative to that of our competitors.
67)	Our marketing scorecards (metrics) include a measurement of our service quality relative to that of our competitors.
68)	Our marketing scorecards (metrics) include a measurement of new product sales relative to those of our competitors.
69)	Our marketing scorecards (metrics) include customer returns and adjustments.
70)	We perform the following types of analysis on our marketing activities: Cost per Response / Inquiry / Lead / Click / Order (CPR, CPI, CPL, CPC, CPO) Analysis.
71)	We perform the following types of analysis on our marketing activities: Campaign, Customer Order, Product Breakeven Analysis.
72)	We perform the following types of analysis on our marketing activities: Response, Inquiry, Lead Conversion Analysis.
73)	We perform the following types of analysis on our marketing activities: Response, Order Lag Pattern / Completion Curve Analysis.
74)	We perform the following types of analysis on our marketing activities: CLV / LTV (customer .lifetime value) Analysis
75)	We perform the following types of analysis on our marketing activities: ROI / ROAI (return on advertising investment) Analysis.
76)	We perform the following types of analysis on our marketing activities: Marketing Income Calculations.
77)	Our company tracks the satisfaction levels of major stakeholder groups (i.e., employees, suppliers, distributors, dealers, the community, .etc.)
78)	We use analytics software to analyze key process metrics.
79)	We have a marketing database.
80)	We use this marketing database to store and measure the results of all of our marketing programs and activities results.
81)	We use this marketing database to store and measure all of our customer purchase data.
82)	We use this marketing database to continue ongoing communications with our customers, prospects and suppliers.
83)	We track the number of lead generated from promotional programs by effort.
84)	We track the quality of leads and conversion information.
85)	We measure and track average transaction value of all sales.
86)	We are able to track sales by acquisition type.
87)	We track all leads generated from all marketing activities.
88)	We evaluate leads based on their propensity to turn into a closed transaction.
89)	We measure the payback from all of our promotional efforts including advertising, direct marketing, sales promotion, and public relations.

Marketing Management - Product Management & Product Marketing

	Total Questions	15
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	The company's product line objectives are sound.
2)	The current product line is meeting our product line objectives.
3)	We have a strong new-product planning process and program.
4)	We have effective organizational structures for nurturing and handling new products.
5)	Our product(s) are being reviewed and updated on a consistent basis.
6)	Our product(s) are highly sophisticated and proprietary.
7)	Our product(s) have a lot of competition in the marketplace.
8)	We need to make our product(s) more exciting to the buyer.
9)	We are looking for ways to differentiate our product/packaging from our competitors.
10)	We want to find new uses or applications for our product(s).
11)	Our products are still as good as ever but lack excitement or newness to our customers.
12)	We need to re-package our product(s) within our existing market(s).
13)	We need to reposition our product(s) within our existing market(s).
14)	Our product(s) appear tired and our customers are bored with our offering.
15)	Our product(s) are essentially valuable but need a facelift.

Marketing Management - Promotions / Marketing Communications

	Total Questions	44
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	We have a formal marketing communications plan that identifies all programs, objectives, expenditures, and expected results.
2)	We are spending the right amount on advertising.
3)	Our advertising themes and copy are extremely effective.
4)	Our customers and the public think our advertising creative is exceptional and our messaging is right on.
5)	The advertising media used in our promotional efforts are well chosen.
6)	Our sales promotion budget is more than adequate to achieve our business objectives.
7)	We make effective use of sales promotion tools such as samples, coupons, displays, and contests.
8)	Our public relations staff is competent and very creative.
9)	Direct marketing is an important component of our marketing mix.
10)	We are making effective use of database marketing processes and practices. All of our marketing planning and marketing activities are database driven.
11)	We have unique marketing communication processes that are driven by our CRM system which allows us to deliver the right message to the right individual at the right time via the right channel.
12)	All promotional efforts (advertising, direct mail, internet, sales collateral, face-to-face, etc.) communicate the same company image and messages.
13)	We formally track and measure the results of all of our marketing programs and activities.
14)	All new programs and services are communicated to prospective and active customers in regularly scheduled communications.
15)	We establish reasonable expectations in our marketing efforts so customers clearly understand how to do business with our company.
16)	We coordinate all communications through a single department in order to ensure consistency of message because we realize this will make our efforts more effective.
17)	We constantly test messages in order to improve the performance of our customer acquisition and retention efforts.
18)	We constantly test creative presentation of our marketing collateral and advertisements to improve the performance of our customer acquisition and retention efforts.
19)	We constantly test communication channels and frequency of contact with prospects and customers to improve the performance of our customer acquisition and retention efforts.
20)	We constantly test offers in order to improve the performance of our customer acquisition and retention efforts.
21)	We use the results of customer satisfaction surveys to develop marketing campaigns and marketing materials.
22)	Our sales team is involved in the development of all new customer acquisition / lead generation programs.
23)	Our sales and customer service teams have input into the creation of marketing programs and materials (e.g., sales brochures, catalogs, website, print advertisements, etc.)
24)	Our sales team is thoroughly educated on the full promotional effort before it runs, including: media selection, samples of ads and / or mailing packages, detailed explanation of offers or incentives, etc.)
25)	We are fully utilizing the e-marketing in our lead generation efforts.
26)	We are fully utilizing the e-marketing in our customer retention efforts.
27)	We have a formal process in place for monitoring our brand online.
28)	We have a formal process for evaluating online comments and determining how to respond.
29)	Our organization is “social media ready.”
30)	Our organization has undertaken an extensive internal audit that identified individuals and departments utilizing any aspect of social media.
31)	We know who, within our organization, is using wikis for internal communications.
32)	We know who, within our organization, is writing a blog.
33)	We have formal processes and procedures that clearly state the organization’s position about employees participating in any social media.
34)	We have vetted all social media activities through our internal legal and regulatory in order to create clear rules for our employees.
35)	We have mapped out a clear plan for social media that includes: wikis, blogs / micro blogs, social bookmarking, online communities, videos, audio, etc.)
36)	We have a formal process in place for monitoring and evaluating our competitors’ social media activities.
37)	We regularly meet to evaluate our social media activities against specific, measurable objectives.
38)	We regularly meet to evaluate the social media activities of our competitors.
39)	Our organization has a presence on social networks as LinkedIn, Facebook, MySpace, Pinterest, Google +, Ning, etc.
40)	Our organization has an online community manager.
41)	We are fully utilizing the Web 2.0 social media in our customer retention efforts.
42)	We are utilizing mobile media in our customer retention efforts (i.e., SMS text messages).
43)	We are using mobile phone applications (e.g., iPhone applications) in our customer retention efforts.
44)	We have optimized our website for mobile phone browser viewing and use.

Marketing Management - Organization

	Total Questions	50
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our senior marketing staff has more than 10 years average of marketing experience.
2)	Our middle management marketing personnel have more than 5 years average industry experience.
3)	Our marketing staff has extensive experience outside of our company.
4)	Our marketing staff has extensive experience in brand development.
5)	Our marketing staff has extensive experience in demand generation and management.
6)	Our marketing staff has extensive experience in creating customer retention and loyalty programs.
7)	Our marketing staff has extensive experience in direct marketing.
8)	Our marketing staff has extensive experience in e-marketing (including: email, electronic advertising, social media, and web site development.)
9)	Our marketing staff has extensive experience in creating and managing partner development programs.
10)	Our marketing staff has extensive experience in channel development.
11)	Our marketing staff has extensive experience in multi-cultural marketing.
12)	The marketing and sales organizations within our company are completely integrated.
13)	Marketing and sales agree on the definition of a lead.
14)	Marketing and sales agree on lead prioritization.
15)	Marketing and sales agree on what information is to be captured on prospects and customers.
16)	Marketing and sales agree on when a lead should be handed off from marketing to sales.
17)	Marketing knows how the sales force communicates with customers.
18)	The sales force has input into the creation of marketing collateral created by the marketing communications department.
19)	The sales force uses the marketing collateral created by the marketing communications department.
20)	Marketing and sales work together to create content and sales campaigns.
21)	Marketing does a good job of training the sales force on customer needs and challenges.
22)	Marketing does a good job of training the sales force on product features and functionality.
23)	Marketing does a good job of training the sales force on product usage and benefits to the customer.
24)	Sales personnel are taught to use questioning methods such as SPIN to learn about customer needs.
25)	Sales personnel believe that on going sales training is important to their success.
26)	Sales personnel have a formal process for preparing for sales calls.
27)	Sales personnel have a thorough understanding of a customer / prospect's needs, interests and issues before making a sales call.
28)	Sales personnel thoroughly identify all people involved in the buying process that they need to contact and include in their sales plan.
29)	Sales personnel have a thorough understanding of the customer's buying process.
30)	Sales personnel prepare sales plans before calling on new prospects.
31)	Sales personnel involve their customers in the account planning process.
32)	Account plans are created for all customer annually, if not more frequently. (In the comments section, list which: (annually, semi-annually, more frequently, not at all.)
33)	Account plans are created for critical customer annually, if not more frequently. (In the comments section, list which: (annually, semi-annually, more frequently, not at all.)
34)	Sales personnel believe they have adequate time to do account planning.
35)	Sales personnel view account planning as an important process and usage of their time.
36)	Sales personnel feel that their account plans are heeded by management.
37)	Sales managers view account planning as very important.
38)	Senior management is committed to the account planning process and regards account planning as absolutely necessary.
39)	Sales personnel have a good understanding of our key competitors.
40)	Sales personnel have a clear understanding of and can articulate our competitive advantages.
41)	Sales manager(s) knows how many deals need to be closed in order to reach the revenue objectives for the next two quarters.
42)	Sales and marketing departments agree on the definition of a "high-quality" sales lead.
43)	Our sales force is large enough to accomplish the organization's objectives.
44)	Our sales force is organized along the proper principles of specialization (territory, market, product.)
45)	We have enough sales managers to guide the field sales representatives.
46)	We have enough sales managers to guide our inside sales representatives.
47)	Our sales compensation levels and structure provide adequate incentive and reward to our sales force.
48)	Our sales force shows high morale, ability, and effort.
49)	Our procedures are adequate for setting quotas and evaluating performance.
50)	Our sales force is superior to that of our competitors.

Marketing Management - Distribution / Channels

	Total Questions	11
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our distribution strategies are clearly defined in our business plan.
2)	Our distribution strategies describe how we will fulfill our distribution objectives.
3)	The execution of our distribution strategies is carefully monitored.
4)	As a manufacturer, we have enough potential middlemen (wholesalers and / or retailers) carrying our product to achieve effective market coverage.
5)	As a retailer (or service firm), we have sufficient stores in all our territories to generate effective market coverage/penetration.
6)	We have expanded our bricks-and-mortar distribution to include the Internet and / or catalog.
7)	We evaluate our distribution channels annually for sales volume and important trends.
8)	We compare distribution channels for differences offered in customer segments served, service provided, price points, promotional support, and sales force effectiveness to make sure all customers are treated equally well regardless of channel.
9)	We compare distribution channels for differences offered in customer segments served, service provided, price points, promotional support, and sales force effectiveness to make sure the individual channel requirements are maintained.
10)	We review competitors' distribution channels for territory coverage and types of outlets, appropriateness to the target market, and related patterns.
11)	We are extremely pleased with the effectiveness of our distribution channels overall.

Marketing Management - Service

	Total Questions	14
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	Our organization is focused on consistently delivering service that exceeds customer expectations.
2)	We have a clear concise and practical definition of what "superior service" means for our organization and customers.
3)	We view service as a critical way to differentiate our business in the market.
4)	We have experienced service professionals leading our efforts.
5)	We have given all of our employees complete authority to do what it takes to ensure customer satisfaction, so that customer service issues or problems rarely or never escalate to management.
6)	We have a database or similar tool to capture customer comments regarding issues and problems with products and services, and the steps taken to resolve those issues or problems.
7)	We have performance metrics that allow us to evaluate the performance of our service.
8)	We constantly monitor our performance through customer surveys.
9)	We constantly monitor our performance through secret shopping.
10)	Our customer service calls are "monitored and /or recorded" for accuracy and training purposes.
11)	We have a customer care center (call center) that operates 24-hours-a-day, 7-days-a-week, 365-days-a-year.
12)	Our service is recognized as the best in our industry by respected third parties.
13)	All our customer service policies involving shipping, returns, exchanges, refunds, adjustments, replacements and "total satisfaction" have been created to keep our customers happy - - not, necessarily, to save the company money.
14)	Our customer service and privacy policies are clearly stated in all our catalogs, brochures, our websites and in "internal" documents used for our employee training - - everyone is aware of our customer service policies.

Marketing Information Practices

	Total Questions	22
	Answered Applicable Questions
	Actual Score
	Possible Total Score
	Percentage Score
	Grade Score

	Factor	Score Rating
1)	We have a marketing intelligence system that is producing accurate, sufficient, and timely information about marketplace developments with respect to customers, prospects and various publics.
2)	We have a marketing intelligence system that is producing accurate, sufficient, and timely information about marketplace developments with respect to distributors, dealers and suppliers.
3)	We have a marketing intelligence system that is producing accurate, sufficient, and timely information about marketplace developments with respect to competitors.
4)	Our company decision makers are consistently asking for market research and they use the results of this research.
5)	Our company is employing the best methods for market measurement and sales forecasting.
6)	Our marketing planning system is well conceived and effectively used.
7)	Our marketers have access to decision support systems.
8)	Our planning system produces acceptable sales targets and quotas.
9)	Our control procedures are adequate to ensure that the annual-plan objectives are being achieved.
10)	Management periodically analyzes the profitability of products, markets, territories, and channels of distribution.
11)	Marketing costs and productivity are periodically examined.
12)	Our company is well organized to gather, generate, and screen new product ideas.
13)	Our company does adequate concept research and business analysis before investing in new ideas.
14)	Our company carries out adequate product and market testing before launching new products.
15)	Our company is currently using a CRM (customer relationship management) solution to manage our customer relationship activities.
16)	We are satisfied that this CRM solution meets our current and future needs.
17)	Our company is currently using a SFA (sales force automation) solution to mange our sales force.
18)	We are satisfied that this SFA solution meets our current and future needs.
19)	Our company is currently using a MA (Marketing Automation) solution to mange our sales force.
20)	We are satisfied that this MA solution meets our current and future needs.
21)	Our company is currently using a MM (marketing management) solution to manage our planning, projects and marketing operations.
22)	We are satisfied that this MM solution meets our current and future needs.