3-part event created for Bizdom Cleveland as an entrepreneur's guide to marketing success. Session 1—The Marketing Assessment—focuses on how to analyze your company, allocate resources and build a strong core.
“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
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 Scoreevery element of an organiza)on, as it relates to marke)ng, can be divided into: assets, neutrals and escalators.
Deﬁne FoundaDon Projectsassets vs escalatorsassets = 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.
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 company6 months oldseed funding of $250,00030 acDve customersavg. 50 users per account at $10 per user ($500/month)recurring revenue = $15,000/monthseeking Series A funding of $2.5 million
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_eyemuch 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
(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 month510,000+ Facebook likes288,000+ Twijer followers60,000+ leads per month