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)
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