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Always-on Marketing Needs Assessment for
____________________________________________________
Company Name
________________________________ _________________________ ___________________
Name Title Telephone, ext.
Marketing Overview
What marketing style do you prefer? Conservative Cutting-edge
Please rate your overall marketing effectiveness: Ineffective Very Effective
How important are these marketing channels to the success of your company?
Not Important 1 2 3 4 5 Very Important
E-mail _____ Direct Mail _____ Public Relations _____
Pay Per Clicks _____ Print Ads _____ TV/Radio _____
Organic Search _____ Fax _____
How effective are you at using these marketing communication channels?
Not Effective 1 2 3 4 5 Very Effective
E-mail _____ Direct Mail _____ Public Relations _____
Pay Per Clicks _____ Print Ads _____ TV/Radio _____
Organic Search _____ Fax _____
What do you feel is the optimal schedule for launching campaigns employing…
Daily Weekly 2 Weeks Monthly Quarterly
E-mail _____ _____ _____ _____ _____
Paid Clicks _____ _____ _____ _____ _____
Direct Mail _____ _____ _____ _____ _____
Public Relations _____ _____ _____ _____ _____
Other ________ _____ _____ _____ _____ _____
How often do you currently launch marketing campaigns employing…
Daily Weekly 2 Weeks Monthly Quarterly
E-mail _____ _____ _____ _____ _____
Paid Clicks _____ _____ _____ _____ _____
Direct Mail _____ _____ _____ _____ _____
Public Relations _____ _____ _____ _____ _____
Other ________ _____ _____ _____ _____ _____
© 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI · 734.678-7941 · dave@a2.com · a2.com
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Response rate assessment:
Targeted Response Rate Actual Response Rate Monthly Leads Budget
E-mail ________% ________% ________ $_______
Paid Clicks ________% ________% ________ $_______
Direct Mail ________% ________% ________ $_______
Fax ________% ________% ________ $_______
Print Ads ________% ________% ________ $_______
What data-cleansing steps do you employ before launching campaigns?
___ Clean up abbreviations such as Blvd and Prkwy
___ Call each company to identify correct decision makers
___ Remove unwanted names (competitors, discrete customers, etc.)
Before launching campaigns, which of the following do you employ?
___ Ask company employees to provide feedback
___ Seek feedback from selected customers and prospects
___ Sample overall effectiveness using several small runs
___ Test multiple offers
Lead Tracking, Qualifying and Nurturing
How do you track sales leads?
___ Currently there is no formal process
___ Manually, using paper or an Excel spreadsheet
___ Use database or contact manager such as ACT! Goldmine Access Outlook
___ Use Web-based contact manager such as SalesForce.com NetSuite.com
How would you rate your current lead-tracking system?
Needs total revamping Works perfectly
What are your best sales tools? (e.g., brochures, case studies, Website, trade shows, etc.)
1______________________________ 5______________________________
2______________________________ 6______________________________
3______________________________ 7______________________________
4______________________________ 8______________________________
© 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI · 734.678-7941 · dave@a2.com · a2.com
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What criteria do you include when qualifying prospects?
MINT = Money, Influence, Need and Timing
I consider the prospect’s budget role in company need timing
Sales Pitch
Please describe what you’re selling (elevator pitch):
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
_____________________________________________________________________________________________
Sales Process
1) What is your monthly sales revenue target? $_______
2) What is the average price of a typical sale? $_______
3) Number of deals needed to hit sales goal:
Divide line 1 by line 2 ________
4) Percentage of quotes that become a sale: _______%
5) Number of quotations needed to hit sales goal:
Divide line 4 by line 5 (i.e., 5% = .05) ________
6) Percentage of inquiries/leads quoted: _______%
7) Number of inquiries needed to generate enough proposals:
Divide line 6 by line 7 ________
8) Your average direct marketing response rate (eg,1/2% = .005): ________
9) Number of monthly touches needed to feed lead pipeline:
Divide line 8 by line 9 ________
Note: A touch is a contact made via mail, email, phone or search-engine impression.
How long is a typical sales cycle? (inquiry to close) _________________
How short would you like it to be? _________________
© 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI · 734.678-7941 · dave@a2.com · a2.com
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What is your existing sales process? (please list the key steps)
1______________________________ 5______________________________
2______________________________ 6______________________________
3______________________________ 7______________________________
4______________________________ 8______________________________
Web Presence
How well does your Website...
Not well 1 2 3 4 5 Very well
___ Help visitors find answers to frequently asked questions
___ Circulate important sales and marketing collateral material
___ Encourage visitors to request more information or a contact
___ Entice visitors to post their names into an online marketing database
___ Establish rapport with Website visitors (i.e., building digital relationships)
How well is your Website indexed among search engines? Poorly Well
The Bottom Line
If you could optimize your sales and marketing effectiveness, how would it effect?
Sales revenue Overall bottom line
No effect Greatly No effect Greatly
What budget could you set aside for achieving your new objectives?
$1,000 a month $12,000 a month
Within what time frame would expect to see results if you employ a…
1 yr 6 months 90 days 30 days
Full-time employee _____ _____ _____ _____
Part-time employee _____ _____ _____ _____
Marketing agency _____ _____ _____ _____
Consultant _____ _____ _____ _____
Please fax completed survey to 734.268.4406 or e-mail dave@a2.com
© 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI · 734.678-7941 · dave@a2.com · a2.com
