Comprehensive Marketing Assessment

Don't know where to start? Then consider our Comprehensive Marketing Assessment. The questionnaire addresses every aspect of your marketing. It will help you determine the current state of all of your marketing processes, programs and operations. Your answers will indicate specific areas where your marketing may benefit from improvements. And will also help guide your decisions about your future marketing needs and investments. Once you've completed the analysis, we review your responses and provide an objective analysis of your current processes and programs.

Strategic Business & Marketing Planning

1. We need to do a better job of planning our business strategies.
2. We need a Mission Statement.
3. We need a formal documented business plan.
4. We need a formal documented marketing plan.
5. We need a better channel strategy.
6. We need a positioning strategy for our business and / or products.
7. We need a competitive strategy.
8. We need to do market segmentation and analysis.
9. We need to conduct a SWOT analysis for our business.
10. We need to conduct a PEST analysis for our business.
11. We need to do market segmentation and analysis.
12. We need to increase our market share.
13. We need to develop marketing scorecards to judge our marketing performance.
14. We need to determine what marketing activities provide the greatest return on investment.
15. We need to conduct a formal marketing audit.
16. We need a formal competitive intelligence system to monitor the activities of our top competitors.
17. We need to implement a formal process for notifying our company's staff when a competitor changes their business operations/practices.
18. We need to do a better job of monitoring market trends that have an impact on our business.
19. We need a marketing database to manage our marketing operations and programs.
20. We need to do an analysis of our current customers.

Marketing Communications

21. We need to align our marketing communications strategies and plans with our overall business strategie.
22. We need an integrated marketing communications plan.
23. We need to correct the situation where our marketing communications is sending out mixed messages.
24. We need to improve the market awareness for our company, products and services.
25. We need to improve the market perception of our company, products and services.
26. We need to make our advertising expenditures more effective.
27. We need to develop integrated marketing campaigns to acquire and communicate with new customers.
28. We need to develop better advertising themes and messages.
29. We need to do a better job of measuring payback from all of our promotional efforts including advertising\, direct marketing, sales promotion, and publicity.
30. We need to do a better job of choosing advertising media for our promotional efforts.
31. We need to make direct marketing a more important part of our marketing mix.
32. We need a formal process for monitoring and evaluating our competitor's promotional activities.

Lead Generation, Nuturing & Management

33. We need a formal lead generation strategy and plan with supporting budgets and forecasts.
34. We need to increase the number of qualified sales leads that we are generating.
35. We need a formal process for qualifying leads / new customer prospects.
36. We need a system for lead scoring and ranking the sales leads our marketing programs generate.
37. We need to increase our conversion rate of prospects to qualified sales leads.
38. We need to improve the quality of leads generated from our marketing programs.
39. We need a process for managing the relationship with prospective customers from the point of initial contact through their first purchase.
40. We need to do a better job of qualifying the sales leads that we do receive.
41. We need a implement a better lead management system than we have.
42. We need an "optimum contact strategy" for our current customers and prospects.
43. We need a more efficient process of managing relationships with qualified buyers in order to increase conversion rates.
44. We need to reduce the cost of acquiring a new sales lead.
45. We need to increase the number of qualified sales leads we are generating at trade shows.
46. We need to increase the number of qualified sales leads we are generating from our off-line advertising.
47. We need to increase the number of qualified leads we are generating from our on-line advertising.
48. We need to increase the number of qualified leads we are generating from our direct mail advertising.
49. We need a more efficient process for qualifying, prioritizing and routing new leads in order to increase conversion rates.
50. We need to lower our customer acquisition costs.

Customer Relationship Management

51. We need formal customer relationship strategies and processes to improve service, cut costs, and revitalize sales and marketing.
52. We need to do a better job of converting one-time buyers into multi-buyers.
53. We need to do a better job of integrating new customers into our customer family.
54. We need to find out why we are losing customers.
55. We need to develop strategies and programs that reduce customer defections.
56. We need to increase customer loyalty.
57. We need put processes and programs in place to find out who are best customers are.
58. We need a customer loyalty/retention program.
59. We need a customer relationship management system that works.
60. We need a customer referral program.
61. We need to do a better job of tracking customer satisfaction levels.
62. We need to measure the profitability of our customers.
63. We need to put processes and programs in place to win back customers who have defected.
64. We need a formal process for capturing and disseminating customer feedback so that the appropriate actions can be taken quickly.
65. We need to understand our current service levels and compare them to our competitors' service levels.
66. We need to create a customer advisory panel to help us in the development of new products and services.
67. We need to develop more effective cross-sell and up-sell programs with our existing customers.
68. We need to improve overall customer satisfaction.
69. We need to implement customer satisfaction surveys.

Marketing Management & Operations

70. We need a market segmentation strategy for identifying, rating, and choosing the best market segments to target.
71. We need a formal 12-month marketing plan that supports our overall business strategies and objectives.
72. We don't have a marketing department or staff.
73. We need senior level marketing management to direct our marketing staff.
74. We need additional, experienced marketing staff.
75. We need experienced direct marketing staff.
76. We need to train our junior level marketing staff.
77. We aren't happy with our marketing/advertising agency.
78. We need to select a marketing/advertising agency.
79. We need to select outside suppliers for printing, production, mailing, fulfillment, telemarketing, database services.

Database, Direct Response & Catalog Marketing

80. We need to launch a catalog, but don't know where or how to start.
81. We need a catalog but our data is not in good shape and needs work.
82. We need to improve the direct marketing knowledge and skills of our marketing staff.
83. We need to setup an in-house telesales center.
84. We need to improve the skills of our telemarketing/telesales staff.
85. We need a database marketing program/system.
86. We want to outsource our database marketing program.
87. We need help applying customer analysis, targeting and segmentation techniques.
88. We need to improve the results of our catalog/direct marketing program(s) which are declining.
89. We need to improve the results we are getting from rented mailing lists.
90. We need to rent mailing lists.
91. We want to leverage our mailing list to lower our cost of acquiring a new customer but we don't know how.
92. We need to make more effective use of database marketing processes and practices.
93. We need to do a better job of tracking and measuring the results of all of our marketing programs and activities.
94. We need to implement programs for testing messages in order to improve the performance of our customer acquisition and retention efforts.
95. We need to setup an in-house circulation planning and management program.
96. We need to setup an in-house phone order processing center.
97. We need to setup an in-house fulfillment operation.
99. We need to find an outside order processing center.

e-Marketing

100. We need to improve our e-marketing lead generation efforts.
101. We need to improve our e-marketing customer retention efforts.
102. We need to integrate social media into our overall marketing promotional mix.
103. We need a formal process for monitoring our brand online.
104. We need a formal process for evaluating and responding to online comments about our company, products and services.
105. We need a promotional strategy and plan for the use of social media in our marketing promotional mix.
106. We need to develop a customer acquisition program using mobile media.
107. We need to develop a customer retention program using mobile media.

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