This document summarizes the results of a core competencies assessment across several key business areas for a company. Overall scores are provided on a scale of 1 to 5 for how well the company complies with best practices in each area, along with recommendations. The areas assessed include strategic planning, customer relationship management, lead generation, measurement, market research, sales, organizational development, human resources, systems and technology, and product development.

1. Core Competencies Assessment
Corporate Success Drivers Scores Recommendations
Strategic Planning & Governance
Decision-Making Process 4 0
Program Prioritization 2 Prioritize projects quarterly to evaluate fit, feasibility, and business value.
Risk Management 1 Use Fishbone Diagrams, and Risk Assessment tools to manage & mitigate risk.
KPI Tracking & Measurement 3 Develop a Business Strategy Scorecard to communicate results on a regular basis.
Steering Committee 3 Use a Steering Committee Charter to outline responsibilities for the committee.
Customer Relationship Management
Customer Database & Reporting 2 Evaluate your Customer Database and determine if it is meeting your needs.
Customer Self-Service Portal 2 Consider building a customer self-service portal to help customers & reduce support costs.
Customer Satisfaction Surveys 1 Conduct an annual Customer Satisfaction Survey to benchmark satisfaction levels.
Customer Profiles & Case Studies 1 Create a Customer Profile and Case Study to communicate an 'ideal' scenario.
CRM System Functionality 4 0
Online Forum/Blog/Community 1 Add a blog to your website to keep your content updated and provide news.
Lead Generation
Total Leads Generated 5 0
Lead Scoring 5 0
Campaign Measurement & ROI 4 0
Multi-Channel Campaign Execution 2 Evaluate Marketing Resource Management applications to coordinate complex campaigns.
Lead Nurturing 3 Design a Lead Nurturing campaign to cultivate prospects with timely communications.
Metrics & Analytics 4 0
Measurement

2. Results-Oriented Work Environment 3 Research how Best Buy implemented a "Results-Only Work Environment".
Performance Reviews 1 Conduct performance reviews on a quarterly basis and link them to business KPIs.
Dashboard 4 0
Project Measurement/Resource Allocation 4 0
Analytics Processes 4 0
Market Research
Brand Perception Audits 3 Conduct a brand perception or market research survey to test market requirements.
Customer Voice 1 Engage customers through the entire product development process.
Focus Groups 4 0
Market Research Data 2 Look into market research firms in your industry to gather relevant statistics.
Product Positioning 1 Perform a product positioning exercise to determine where you fit into the market.
Campaign Testing 3 Test all campaigns on a small group before executing to your entire audience.
Sales
Total Sales Results 1 Evaluate market conditions and ask sales management what is not working.
Sales Support Function 1 Create a sales support function to streamline sales operations and increase revenues.
Productivity Metrics 2 Track productivity metrics on a daily basis to keep your sales force motivated and on-task.
Sales Efficiency 2 Leverage sales support personnel to alleviate non-selling activities for sales people.
Sales CRM System Adoption 2 Run regular training workshops to ensure sales staff are using/getting value from the CRM system.
Consultative Selling 2 Look into SPIN Selling, or Miller Heiman sales training courses for your team.
Organizational Development
Best Practices Documentation 4 0
Knowledge Management 2 Re-vitalize your intranet to provide a central knowledge management repository.
Training Programs 3 Audit current training programs to ensure they are up-to-date and effective.
Organizational Structure & Reporting 4 0
Human Resources

3. Job Descriptions 1 Document clear job descriptions and responsibilities for each employee & executive.
Hiring Processes 3 Use interview evaluation tools to improve your hiring process.
Staff Retention 4 0
Skill Sets 4 0
Systems & Technology
I/T Infrastructure Reliability 3 Work with I/T to identify how to improve the uptime of key systems.
System Flexibility & Scalability 4 0
Strategic I/T Planning 2 Develop a Strategic I/T Plan to align systems planning with business strategy.
User Generated Reports 2 Ask each department leader what reports they would like to generate on-the-fly.
Product Development
Product Roadmap 4 0
Product Development Process 5 0
Product Feature Requests 4 0
Product/Market Requirements Documents 3 Mandate that product managers use market/product requirements documents for all projects.
Product Launch Checklist 4 0

4. Core Competencies Assessment
Weighting Scale
Strategic Lead Market Organizational Systems & Product
Planning
CRM
Generation
Measurement
Research
Sales
Development
HR
Technology Development Total
15% 15% 5% 5% 10% 10% 10% 10% 10% 10% 100%

5. Core Competencies Assessment
Strategic Planning & Governance
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Decisions are made in a standardized, systematic fashion, with input from key
stakeholders.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Project and programs are prioritized on a regular basis to ensure proper allocation of
resources.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Risk Analysis, Risk Assessment, and Risk Mitigation processes are in place to
minimize our risks.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Goals, Objectives, Measures, & Initiatives are tracked, measured, and managed
adequately.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
A steering committee has been established to provide governance and make key
decisions.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
Customer Relationship Management
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Customer data is housed in a database which provides advanced reporting
functionality, and is easily accessible by all staff.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Customers are able to access a self-service portal for information, tools, & resources. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Customer satisfaction surveys are completed to drive customer-centricity. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Customer Profiles & Case Studies have been created to highlight profitable
customers.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
CRM system provides strong forecasting, sales-force-automation, opportunity
management, campaign planning & measurement, and dashboard capabilities.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We provide an online forum or blog for customers to interact with each other. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
Lead Generation
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
We are satisfied with the amount of leads generated from marketing activities. 3 Somewhat Agree 5
4 Agree

6. We are satisfied with the amount of leads generated from marketing activities. 5
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Leads are scored using a standardized index before being transferred to Sales. 3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
All campaigns have predetermined measures for success, and ROI is evaluated. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We effectively manage integrated, multi-channel campaigns to drive sales. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We have a lead nurturing program to cultivate prospects into future customers. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Metrics and analytics are in place to track demand generation activities and results. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
Measurement
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Our culture and work environment is more results-oriented than process-oriented. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
All employees are reviewed for performance (linked to KPIs) on a quarterly basis. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
A dashboard exists to provide visibility into key performance indicators. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
All projects and campaigns are measured to inform resource allocation decisions. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We have developed analytics processes to inform decisions for key departments. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
Market Research
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
We regularly conduct brand perception audits and market research surveys. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Customers drive our product management process and are involved during
development.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Focus groups are used to discuss products, strategy, market needs, etc. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Knowledge of market share statistics, market trends, or other data is gathered. 2

7. Knowledge of market share statistics, market trends, or other data is gathered. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Brand/Product positioning exercises are completed to provide competitive insight. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Campaigns are tested on test groups before being introduced to market segments. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
Sales
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Sales are what they should be considering the market & state of the organization. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
A Sales Support function has been established to provide tools & resources. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We track sales productivity metrics such as dials, samples, new opportunities, etc. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Salespeople DO NOT waste time with administrative tasks or non-selling activities. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Our sales people have adopted our CRM system and use it daily. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
A consultative selling framework such as SPIN Selling has been adopted. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
Organizational Development
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Repeatable Best Practices have been documented for each department. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Our knowledge management infrastructure is providing a competitive advantage. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Our training programs are up-to-date and produce top quality executives & staff. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Organizational structure is streamlined and reporting relationships are defined. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
Human Resources
Description of Best Practices Level of Compliance Score Notes/Comments

8. 1 Strongly Disagree
2 Disagree
Job descriptions are used for all positions, including contractors, consultants, etc. 3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Hiring processes are effective in screening poor performers, and recruiting stars. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Staff retention is very high; we rarely lose star employees. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We have the skill sets required to execute our strategic plan for the next year. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
Systems & Technology
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Our Information Technology department delivers a reliable infrastructure. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Systems are flexible/scalable enough to meet our needs for the next 2-3 years. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We have a defined Information Technology Plan that aligns to business strategy. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Current systems provide managers with ability to create custom reports easily. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
Product Development
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
We have a defined Product Roadmap that guides our product development efforts. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Our product development process includes competitive feature analysis exercises,
clear checkpoints for development, and a portfolio prioritization scorecard.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Product Feature Request Forms are used by Sales & Customer Service to document
new requests.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Product & Market Requirements Documents are required for all new products. 3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
We use a standardized Product Launch Checklist to bring products to market. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree

9. Corporate Success Drivers Level Core Competencies Maturity Index
Strategic
Strategic Planning 2.6 Planning
5.0
CRM 1.8 Product
CRM
Development 4.0
Lead Generation 3.8
3.0
Measurement 3.2
2.0
Systems &
Lead Generation
Technology
Market Research 2.3 1.0
Sales 1.7 0.0
Organizational Development 3.3
Human
Measurement
Resources
Human Resources 3.0
Systems & Technology 2.8
Product Development 4.0 Organizational
Development
Market Research
Overall Weighted Average (out of 5) 2.7 Sales