Demand generation capability_assessment_tool

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  • AlignedStaff are trained/experienced to perform this capabilityAND this activity is formally part of their job descriptionAND the appropriate % of staff time and budget have been allocatedGapStaff have limited training, or little to no experience Or staff are trained/experienced, but do not have this as part of their job description or do not have the available time to performOr the capability lacks the minimum budget requiredGulf Staff does not have training or experienceOr this capability is not part of a formal job description, no resources assigned
  • AlignedStaff are trained/experienced to perform this capabilityAND this activity is formally part of their job descriptionAND the appropriate % of staff time and budget have been allocatedGapStaff have limited training, or little to no experience Or staff are trained/experienced, but do not have this as part of their job description or do not have the available time to performOr the capability lacks the minimum budget requiredGulf Staff does not have training or experienceOr this capability is not part of a formal job description, no resources assigned

Transcript

  • 1. Demand Generation Capability Assessment • Aligned – Staff are trained/experienced to perform this capability – AND this activity is formally part of their job description – AND the appropriate % of staff time and budget have been allocated • Gap – Staff have limited training, or little to no experience – Or staff are trained/experienced, but do not have this as part of their job description or do not have the available time to perform – Or the capability lacks the minimum budget required • Gulf – Staff does not have training or experience – Or this capability is not part of a formal job description, no resources assigned Capability Description Marketing Assessment Function/Skillset Notes describing the function Staff Assignment Gulf/Gap/Aligned Key 1 = Gulf Difficult 2 = Gap Doablewww.SalesBenchmarkIndex.com 3 = Aligned In Place
  • 2. 1 = Gulf Difficult 2 = Gap Doable Demand Gen TACTICAL Capabilities 3 = Aligned In Place Capability Description Analysis Assessment External messaging to drive awareness, interest and Lack methodology to Messaging & Creative response. Requires creative headlines, persuasive perform repeatedly, Gulf Development content, and attention grabbing creative strategy messaging lacks clarity Implementation of tradeshows, webinars, & Capable and Field Marketing conferences to drive 1:1 engagement --- Integration of Aligned experienced lead sourcing processes Capabilities exist, Management of effective content and campaignWebsite and Landing Pages require configuration Gap destination landing pages, landing page A/B testing adjustments for success Purely a corporate Manage content updates to Facebook, LinkedIn,Social Media Management comm function without Gulf Twitter, etc. to accomplish marketing objectives tie to driving leads Lack discipline of Email and direct mail development, A/B testing Direct Marketing methodology and A/B Gap methodology, management and reporting. testing, series of 1-offs Strong content exists, Content Authoring and Develop content that informs, educates and motivates lack audit & mapping GapAlignment to Buying Stages the prospect through the stages of the buying journey stages Tracking Code Manage tracking codes and implementation into No tracking insight Gulf Implementation campaign elements beyond the click exists PPC Keyword Buying and Solid competency and Keyword research, purchase and ongoing management Aligned Management performance Continuous efforts to increase search relevance of Outstanding results andSearch Engine Optimization Aligned ACME.com strong team
  • 3. Key 1 = Gulf DifficultDemand Gen STRATEGIC Capabilities 2 = Gap Doable 3 = Aligned In Place Capability Description Analysis Score Lack comprehensive Integrated strategy and formally documented plan planning capabilities,DemandGen Marketing that provides a blue print for driving early stage test & learn discipline, Gap Strategy interaction and inquiry generation lack tie from activity to resultsPersona-based Content Persona development, mapping of the buying Complete void Gulf Marketing process, alignment of content to the buyer stages. National tradeshows, Field events, regional efforts, Strong capability – need Field Marketing webinars to drive 1:1 customer engagement, to align with lead Aligned Strategy channel co-op generation Dashboard metrics providing campaign performance Solid and capable staff Performance Metrics and ROI metrics that inform continuous Aligned and technology improvement Planning to the buying lifecycle of the prospect, and Plans are in place, but Campaign Planning sequencing for effective impressions and ideal lack integration across Gap frequency programs Media planning identifies annual schedule, Lack comprehensive Comprehensive frequency, and budget of advertising (print ads, view, media sourceMedia Plan, Performance search keywords, online ads, etc.). Includes a scoring models, & Gulf ProForma and Budget ProForma of campaign metrics that aligns the ProForma closed loop media buy with lead sourcing projections performance Existing low maturity Creation of creative strategies that drive interestCampaign Message and creative messaging, no with a focused messaging that resonates with the Gap Content Development professional copy audience and drives action writers are involved