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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 · [email protected] · 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 · [email protected] · 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 · [email protected] · 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 [email protected]

© 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI · 734.678-7941 · [email protected] · a2.com