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What is considered to be best practice in POSITION?

1. You've developed a market strategy.
2. Your business plan is current and relevant.
3. You know your current market position.
4. You've documented your vision and values.
5. Market, service, product and price strategies are all documented.

1. Have you recently reviewed and defined your position?

2. Do you feel your business has an integral understanding of its position?

3. Are your stakeholders clear about your market position?

4. Does your business have a business plan?

5. Does your business understand its operating markets?

What is considered to be best practice in CAPABILITY?

1. You have a marketing strategy and communication plan.
2. Tools are in place to measure your marketing.
3. Your marketing people can help your business grow to the next stage.
4. Your marketing people know what’s next for your business.
5. You’re sticking to a well-defined marketing budget.

1. Has the marketing you’ve done to date achieved measurable results?

2. Do you have the right level of marketing functionality in your business for now and future growth?

3. Does your marketing team have a clear reporting structure, up and down the line?

4. Does your marketing team understand your business issues and targets for the next year?

5. Do you have a marketing budget?

What is considered to be best practice in CHANNEL?

1. You know and measure the channels that deliver work to your business.
2. All of your channels have KPIs.
3. You’re actively seeking new channels.
4. Every channel has a documented communications program.
5. You regularly review and refresh your communications programs.

1. Do you understand the most effective channels and partnerships that supply business to your company?

2. Do you regularly measure the effectiveness of those channels and partners?

3. Did you actively seek them?

4. Are you convinced they are the most effective ones for your business?

5. Do you regularly communicate and manage those channels and partners?

What's best practice in BUYER'S JOURNEY?

1. You’re clear about how every client has bought from you.
2. You understand how many touch points it takes until someone buys from you.
3. Marketing communication is focused on the ultimate goal: sales.
4. Your regular insights program means you speak to your customers frequently.
5. You regularly review what your competitors are offering.

1. Do you know how your clients buy from you?

2. Are you aware of how many touchpoints you have with your clients before they purchase from your business?

3. Does your marketing communication activity support the buying process of your clients?

4. Have you asked your clients how and why they buy from you?

5. Do you understand why they buy from you rather than your competitors and vice versa?

What’s best practice in COMMUNICATION?

1. You have a stakeholder engagement matrix.
2. Your communication material delivers your position.
3. Brand values are evident throughout your internal and external communications.
4. You’re always talking about your customers, not your business.
5. You regularly review and update your marketing materials.

1. Do you have a consistent approach to your messaging?

2. Do you have a clear and consistent language pattern?

3. Do your customers understand the benefits of working with your business?

4. Does your brand identity represent the feeling of your business?

5. Does your business have a consistent and effective suite of marketing materials?

What’s best practice in STARTING CONVERSATIONS?

1. Your sales strategy and process are fully understood and used by your business.
2. Your business has the right, fully trained sales staff.
3. Marketing and sales are working together.
4. Your tools support your sales strategy.
5. Budgets are in place and you hold regular sales meetings.

1. Do you have a clear sales strategy that is communicated and executed throughout?

2. Do your sales managers have the capability and skills to execute your strategy through their people?

3. Does your business have a well-defined pipeline process and understand its sales opportunities?

4. Do you have a clear sales methodology and supporting sales tools?

5. Does your sales team consistently achieve budget?

What’s best practice in PRODUCT/SERVICE?

1. Everyone in the business knows why and how you sell what you do.
2. The product you sell is what your client wants to buy (value proposition).
3. You’re always looking at how you can improve your offer to market.
4. Someone in your business is working on new product ideas.
5. You’re watching your competitors.

1. Does everyone in your business understand the products and services that you offer?

2. Are your products and services aligned with your position?

3. Does your business regularly review what you put into the marketplace?

4. Do you have someone in your business looking for new product/service ideas?

5. Do you measure yourself against your competitors’ offerings?

What’s best practice in CLIENT MANAGEMENT?

1. You know where your new markets are and how to generate revenue from them.
2. Your operational management systems track and understand the Buyer’s Journey.
3. You know the difference between good and bad clients – and your team does, too.
4. You reject clients who don’t fit your business.
5. Your business is clear on the key measures of success for a good client.

1. Does your business know how to open new markets?

2. Do you have a CRM system and have you recently reviewed how you store your client contact information?

3. Does your business have a defined client criteria – which are the good and the bad clients?

4. Do you choose which clients you work with?

5. Do you review your clients on a regular basis and exit the ones that are not right for your business?

What’s best practice in CLIENT SERVICE?

1. Someone in your business is responsible for prospects when they become clients.
2. You understand why you’re over- or under-servicing clients.
3. You regularly review your client engagement strategies.
4. You always ask: ‘What else can clients buy from us?’
5. You regularly gather client insights, outside of the sales process.

1. Do you have someone responsible for managing the client service program?

2. Are you consciously under and/or over servicing clients?

3. Do you have a structured client service program?

4. Do you know how many products/services your clients buy from you?

5. Do you ask them how you could improve your service and understand what else they can buy from you?

Please complete the following fields to help us better understand your organisation and to help with benchmarking.

Number of Employees

1. Select the category that best represents your current total headcount

Turnover (Annual Revenue)

2. Select your organisation’s approximate annual revenue:

Job Function

3. Select your primary job function:

Sector

4. Select your business sector: