The document provides the results of a mobile marketing readiness assessment for an organization. It assessed the organization's compliance with best practices across several categories including senior management commitment, alignment with business goals, mobile marketing knowledge, planning, and staff/systems. Overall, the organization scored 55 out of 100, indicating it is in the early stages of mobile marketing readiness and needs improvement across many areas before fully implementing a mobile strategy. Key recommendations include developing a mobile strategy plan, obtaining senior management buy-in, researching customer mobile habits, and ensuring proper staffing and resources.

1. Mobile Marketing Readiness Assessment
Mobile Marketing Readiness Success Drivers Scores Recommendations
Senior Management Commitment
Senior Management understands Mobile is a long-term initiative 1 Prepare a business case for mobile marketing and present action plan to senior management
Use a scorecard to document mobile marketing goals and show alignment to overall strategic
Senior Management agrees that Mobile is critical for meeting goals 3 plans
Senior Management is prepared to enhance I/T equipment 4 0
Senior Management has committed to provide adequate resources 2 Obtain buy-in from senior management and use business case to outline resource requirements
Senior Management understands how mobile can benefit the business 4 0
Alignment with Business Goals & Objectives
A strong marketing strategy is in place 4 0
Mobile Marketing is the right medium for our consumers 3 Conduct an evaluation to determine if mobile is the right medium for your consumers
Mobile Marketing is the right medium for us to use 4 0
Our customers' mobile habits align with our Mobile Marketing objectives 2 Conduct research to determine if customers would benefit from the use of mobile
Mobile Marketing will compliment our current marketing initiatives 4 0
Success with Mobile will help to achieve future enterprise goals 4 0
Mobile Marketing Knowledge, Trends & Regulations
We know/understand the presence/significance of mobile in our
industry 2 Review the competitive landscape to identify opportunities
We understand the growth statistics with mobile web and marketing 2 Obtain mobile marketing statistics from trusted sources
We have a privacy policy in place 3 Use Demand Metric's "Terms of Use" and "Privacy Policy" templates to alleviate privacy concerns

2. Clear terms & conditions are in place for each of our mobile initiative 4 0
Marketing Management Association's Code of Conduct is known 4 0
Use Demand Metric's "Social Media Competitor Tracking Template" to monitor competitors use of
Our competitors are using mobile as part of their marketing efforts 2 mobile
Planning
We have an accurate plan for mobile that fits into our current strategy 1 Create a formalized Mobile Marketing Strategy Plan
The messages we will be sending are relevant to and targeted 3 Build a mobile marketing communications map to plan communications
We have prepared an opt-in procedure and an opt-in list 5 0
Our company has a plan to handle information responsibly and
sensitively 4 0
We have developed a plan/initiative to track ROI from our mobile
campaign 1 Use a metrics dashboard to monitor mobile initiatives and to track ROI
Staff, Systems & Training
Budget & resources have been put aside for training & support 1 Build a business case for obtaining budget and resources
There is enough time allotted for all groups to be trained 2 Put a "roll-out" plan together and ensure adequate time for training
There is staff in place to provide training, support, and administration 1 Ensure the proper resources are available for training and support
Create job descriptions and use Demand Metric's "Interview Evaluation Template" to select the
Job descriptions have been created and positions have been filled 3 right candidates
Conduct an IT audit and use Demand Metric's "Vendor Selection tool" to conduct a vendor
The technology required for Mobile has been evaluated and is available 1 evaluation

3. Mobile Marketing Readiness Assessment
Customize this tool by changing the weighting scale for each assessment category.
Weighting Scale
Mobile Marketing
Senior Management Alignment with Business
Commitment Goals & Objectives
Knowledge, Trends & Planning Staff, Systems, & Training Total
Regulations
20% 20% 20% 20% 20% 100%

4. Mobile Marketing Readiness Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.
Senior Management Commitment
Description of Best Practices Score Notes/Comments
Senior Management understands Mobile Marketing is a complex, long-term initiative. 1
Senior Management agrees that Mobile Marketing is critical for meeting future goals. 3
Senior Management is prepared to enhance I/T equipment to ensure that the Mobile Marketing effort is stable, reliable, and has
been incorporated into disaster recovery plans. 4
Senior Management has committed to provide adequate resources to ensure success. 2
Senior Management clearly understand Mobile Marketing and how it can benefit the business. 4
Alignment with Business Goals & Objectives
Description of Best Practices Score Notes/Comments
We already have a strong integrated marketing strategy in place. 4
Mobile Marketing is the right medium for our consumers. 3
Mobile Marketing is the right medium for us to pursue our objectives as a company. 4
Our customers' mobile habits align with our Mobile Marketing objectives. 2
Mobile Marketing will compliment our current marketing initiatives. 4
Achieving success with Mobile Marketing will help to achieve future enterprise goals. 4
Mobile Marketing Knowledge, Trends & Regulations
Description of Best Practices Score Notes/Comments
We, as a company, know/understand the presence/significance of mobile marketing in our industry. 2
We, as a company, understand the possible growth statistics with mobile web and mobile marketing. 2

5. We, as a company, understand the possible growth statistics with mobile web and mobile marketing. 2
We have a privacy policy in place. 3
There are clear "Terms & Conditions" in place for each of our Mobile Marketing initiatives. 4
We are aware of the "Marketing Management Association's Code of Conduct" to protect our company and our consumers. 4
Our competitors are trending toward using Mobile Marketing as part of their marketing initiatives. 2
Planning
Description of Best Practices Score Notes/Comments
We have created an accurate plan for Mobile Marketing that fits into our current marketing strategy. 1
The messages we will be sending to our customers are relevant and targeted. 3
We have prepared an opt-in procedure and an opt-in list in order to obtain subscribers and to avoid delivering SPAM to customers
for our Mobile Marketing campaign. 5
Our company has a plan to handle user information responsibly, sensitively and securely. 4
We have developed a plan/initiative to track ROI from our mobile Marketing campaign. 1
Staff, Systems & Training
Description of Best Practices Score Notes/Comments
Budget & resources have been put aside for end-user training & support on Mobile Marketing. 1
There is enough time allotted for all groups to be trained well in advance of the planned roll out of our Mobile Marketing campaign. 2
There is staff in place to provide training, support, and system administration in the area of Mobile Marketing. 1
Job descriptions for Mobile Marketing staff have been created and the positions have been filled. 3
The technology required for Mobile Marketing has been evaluated and is available. 1

6. Mobile Marketing Assessment Criteria Readiness Mobile Marketing Readiness Maturity Index
Senior
Senior Management Commitment 2.8 Management
Commitment
5.0
4.0
Alignment with Business Goals & Objectives 3.5
3.0
2.0 Alignment with
Staff, Systems &
Business Goals &
Mobile Marketing Knowledge, Trends & Regulations 2.8 Training
1.0 Objectives
0.0
Planning 2.8
Staff, Systems & Training 1.6 Mobile Marketing
Knowledge,
Planning
Trends &
Regulations
Weighted Readiness Score (out of 100) 55
5 27