The document is a 20 question survey for companies to assess how well aligned their marketing is. It covers topics like understanding customer segments and benefits, competitive strengths, organizational structure, monitoring marketing effectiveness, innovation, communication, and keeping customers and partners informed. Companies are asked to rate their agreement with statements on a scale of 1 to 5, to help identify areas of strength and those needing improvement.

1. Chapman Gill International LLC - Advisor to CEO’s How well aligned is your Marketing? 20 Question Conversation Starter

2. Segments, Benefits and Competition 4. I am satisfied we understand & quantify our company’s competitive strengths and how they relate to the market 3. We have a good understanding of the competitive strengths & strategies of our rivals and the strategic groupings within our industry 2. Our products, promotions, pricing and service locations are focused on a deep understanding of the “functional-emotional” benefits that our customers value 1. We have identified our high priority target market segments & aligned our marketing resources in the most advantageous way Please rate your response to each question 5 = Strongly Agree 4= Agree 3= Neutral 2= Disagree 1= Strongly Disagree

3. Dashboard and Structure 6. Our organizational structure is fully compatible with our marketing strategy 5. We have a great “marketing dashboard” that tracks and monitors key measurements including customer engagement and attitudes Please rate your response to each question 5 = Strongly Agree 4= Agree 3= Neutral 2= Disagree 1= Strongly Disagree

4. Red Ocean Innovation The “Known” Functional - Emotional Market Space 10. We know what we can do to improve our competitive position 9. I am satisfied we have a good handle on how the structure of our industry is evolving 8. We have an effective “market based” product evaluation and co-creation process 7. We are great at monitoring our results, and learning and innovating to improve the effectiveness of our marketing activities Please rate your response to each question 5 = Strongly Agree 4= Agree 3= Neutral 2= Disagree 1= Strongly Disagree

5. Blue Ocean Innovation Creating New Functional - Emotional Market Space 14. We are great at looking across “complementary product and service offerings” that go beyond the bounds of our industry 13.We are great at redefining the “buyer group” of our industry 12. We are great at looking across “traditional strategic groups” within our industry and assessing new opportunities 11. We are great at looking across “substitute” industries and assessing new opportunities Please rate your response to each question 5 = Strongly Agree 4= Agree 3= Neutral 2= Disagree 1= Strongly Disagree

6. Promotion and Communication 20. We are great at keeping our key channel partners involved and informed on a timely basis 19. Our customers are effective ambassadors (“sneezers”) spreading the “buzz” about our company 18. I am satisfied that we keep our staff fully involved and informed on our marketing programs on a timely basis 17. I am satisfied with the systems and content of our advertising, promotion and external communications in a fast changing environment Please rate your response to each question 5 = Strongly Agree 4= Agree 3= Neutral 2= Disagree 1= Strongly Disagree