Startup Marketing Series: The Marketing Assessment

the  marke)ng  assessment:  how  to  analyze  your  company,  allocate  

resources  and  build  a  strong  core

May  28,  2013

startup  marke)ng  series

1)  build  brand.

2)  generate  leads.

3)  convert  leads  into  sales.

4)  increase  customer  loyalty.

3  catalysts  for  transforma)on

change  velocity

source:  Giuseppe  ConstanDno

by  2017,  the  CMO  will  spend  more  on  IT  than  the  CIO.

source:  Gartner

IT  =  CIO  CMO

of  all  new  markeDng  hires  will  have  a  technical  background  starDng  in  2013.

source:  IDC

50%

selec/

ve  consum

p/on

www.ZeroMomentOfTruth.com

of  the  decision-­‐making  process  B2B  customers  go  through  is  complete  before  contacDng  a  sales  rep.

source:  MarkeDng  Leadership  Council

60%

succes

s  facto

rs

“CMOs  today  are  under  increasing  pressure  to  provide  quan*fiable  evidence  of  how  their  

markeDng  expenditure  is  helping  the  organizaDon  achieve  its  goals.”

 —  IBM  Global  Chief  MarkeDng  Officer  Study,  2011

source:  IBM  Global  Chief  MarkeDng  Officer  Study,  2011

the  marke)ng  assessment

poten)al  &  expecta)ons

founda)on

pla;orm

expecta)ons

poten)al

strategy

source:  Jayneandd

Marke)ng  Score  (@MKTScore)  is  a  free  online  tool  powered  by  PR  20/20  that  assesses  the  strength  of  business  and  markeDng  

founda)ons,  forecasts  poten)al  and  aligns  expecta)ons.

www.TheMarkeDngScore.com  

MarkeDng  Score

every  element  of  an  organiza)on,  as  it  relates  to  marke)ng,  can  be  divided  into:  

assets,  neutrals  and  escalators.  

Define  FoundaDon  Projectsassets  vs  escalators

assets  =  strengths  that  can  accelerate  marke*ng  success.

escalators  =  weaknesses  that  require  addi*onal  resources  to  build  up  and  improve.

devise  marke)ng  strategies.

allocate  )me,  money  and  talent.

adapt  resources  and  priori)es.

Define  FoundaDon  Projectsrate  your  marke/ngsubjecDve  analysis

internal  stakeholders

10  secDons

132  factors

0-­‐5  =  escalators

6-­‐7  =  neutrals

8-­‐10  =  assets

MarkeDng  Scoregain  perspec)ve  from  mul)ple  sourcesCMO  sec*on  score  (le7)  =  62%  vs.  CEO  sec*on  score  (right)  =  38%

meet  social  business  unlimited  (SBU)  —  a  hypothe)cal  B2B  company

Define  FoundaDon  Projectsthe  backstory  —  by  the  numbersenterprise  social  sobware  company

6  months  old

seed  funding  of  $250,000

30  acDve  customers

avg.  50  users  per  account  at  $10  per  user  ($500/month)

recurring  revenue  =  $15,000/month

seeking  Series  A  funding  of  $2.5  million

73%  rated  as  escalators  (including  N/A)

financial  stability  (3)  is  a  concern.

marke)ng  budget  (5-­‐10%)  is  a  challenge.

brand,  leads  and  sales  all  high  priority.

marke)ng  team  (1)  is  weak.

weak  customer  (3)  and  lead  (2)  databases.

lacking  criDcal  markeDng  tech  soluDons.

audiences  primarily  escalators.

source:  leon_eye much  building  work  to  be  done  .  .  .

key  findings

top 3-5  key performance indicators (KPIs)?

highest priority marketing needs?

greatest opportunities for growth?

marketing staffing plans?commitment to content marketing?

source:  Ethan  Lobon

Define  FoundaDon  Projects top  KPIswebsite  visitors  

leads

free  trials  signups

customer  conversions

customer  reten)on  (churn)

recurring  revenue

12 %

21 %

(brand,  website  traffic,  social  reach  and  influence,  contact  databases,  content,  partnerships,  goodwill  .  .  .)  

every  organizaDon  should  be  focused  on  building  

assets  that  can  be  leveraged  to  accelerate  success.  

1  million+  visitors  per  month

510,000+  Facebook  likes

288,000+  Twijer  followers

60,000+  leads  per  month

builders  vs.  drivers

Define  FoundaDon  Projectsfounda/on  projectssales/marke)ng  integra)on

performance  dashboard

website  op)miza)on

social  strategy

content  calendar

marke)ng  automa)on  tech

source:  Grant  Neufeld

blogging

case  studies

social  engagement

builder  campaigns

driver  campaignscustomer  referral  

IT  persona  lead  gen

agency  partner  program

session  2:  the  scorecard  (june  4)

session  3:  the  gameplan  (june  11)

paul  roetzerpaul@pr2020.com

@paulroetzer

www.TheMarkeDngScore.com  www.PR2020.com  

thank  you