Lead Generation Maturity Assessment

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					Lead Generation Maturity Assessment

                    (Instructions: Use this Lead Generation Maturity Assessment tool to help you measure your organization's lead generation capabilities and determine areas for improvement.
                    Give your organization a score of 1-5 for each of the following questions. If the criteria is not applicable, enter a score of 5.)
                       Score 1 - Strongly Disagree
                       Score 2 - Disagree                                                                                                                                                        Check the SCORECARD tab below for results.
                       Score 3 - Somewhat Agree
                       Score 4 - Agree
                       Score 5 - Strongly Agree

                                 Lead Generation Strategy, Processes, and Skills
                                                                                                                                                                 Score                               Areas of Concern

                                Our lead generation strategy is documented in a clear, concise fashion, and is approved by the CEO                                 3


                                Marketing programs are prioritized on a regular basis to ensure proper allocation of resources                                     2

                                Lead generation processes are defined, repeatable, measured, and managed diligently                                                1

                                Goals, objectives, measures, and initiatives are tracked, measured, and managed adequately                                         3

                                We have the required skills internally to implement our lead generation strategy                                                   4

                                Marketing Automation & Lead Management
                                                                                                                                                                 Score                               Areas of Concern

                                Leads are scored for quality based on explicit prospect profile criteria and implicit buying behaviors                             4

                                Leads are nurtured with drip-marketing campaigns to align purchasing and sales cycles                                              2

                                Prospects are automatically routed to the appropriate sales person based on lead assignment rules                                  3

                                Sales people are alerted when prospects give a buying signal (visit website, whitepaper download, etc)                             2

                                Auto-responder emails are sent when a prospect interacts with your website (completes a form, etc.)                                5

                                Automation rules are in place to streamline and automate key marketing processes and communications                                1

                                Direct Marketing & Database Management
                                                                                                                                                                 Score                               Areas of Concern
                                Email marketing campaigns can be executed with links that track prospect activities (opens, click-through)                         4

                                Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns                               2

                                Marketing contact lists can be created, imported, stored, and updated in centralized database                                      4

                                De-duplication of prospects and customers is automated based on unique identifier such as email address                            2

                                Direct mail and advertising campaigns are accurately measured based on (800) number calls or microsites                            2

                                We have a number of effective list building programs, and are happy with the size of our marketing database                        2

                                Websites, Blogs, & Communities
                                                                                                                                                                 Score                               Areas of Concern

                                Our website is the focal point of our lead generation strategy and communicates our brand effectively                              3

                                We have compared our website with competitors, and our website provides a competitive advantage                                    2

                                We have a clearly defined web marketing strategy with goals, objectives, measures, and targets                                     2

                                Customers can interact with our organization via a blog that keeps our website content fresh                                       5

                                We have launched an online customer community (forum) application to promote self-service                                          1

                                Lead Conversion, Landing Pages, & Forms
                                                                                                                                                                 Score                               Areas of Concern

                                Webforms can be created directly by marketing to convert prospects into registered, qualified leads                                2

                                Microsites are used to track leads generated from direct mail, advertising, or other offline campaigns                             3

                                We have designed unique landing pages to optimize conversion rates for paid search and online ads                                  1

                                Data can be captured from web forms that have not been fully completed/submitted by website visitors                               2

                                Forms can block invalid/free email addresses (Hotmail, Yahoo, Gmail, etc) to increase contact rate                                 4

                                Form fields can be customized and set up to capture additional information during subsequent web visits                            5

                                Website Analytics, Search Engine Optimization, & Paid Search
                                                                                                                                                                 Score                               Areas of Concern

                                Individual visitor website activity is tracked for both registered and unregistered prospects and customers                        2

                                Daily website visitor activity reports are automatically generated and sent to sales & marketing users                             5

                                Natural/organic search traffic is tracked and compared with actual revenue generated to measure ROI                                3

                                Internal website search queries are tracked and tied to individual prospect and customer activity history                          2

                                Unregistered/non-converted website visitors are identified by WHOIS database to determine company name                             5

                                Marketing Communications Planning, Prioritization, & Budgeting
                                                                                                                                                                 Score                               Areas of Concern
                                We have a documented marketing communications plan that aligns to our business strategy                                            3

                                Our marketing communications programs & projects are prioritized on a regular basis (quarterly)                                    2

                                Marketing communications budgets are developed, communicated, and approved by the CEO                                              3

                                Advertising calendars, event schedules, and other tools are used to organize our marcom plan                                       5

                                Marketing Collateral, Sales Tools, and Sales Support
                                                                                                                                                                 Score                               Areas of Concern

                                We conduct a semi-annual sales support effectiveness survey to engage and align with sales                                         2


                                Our marketing collateral is up-to-date and helps our sales team close more business                                                4


                                On our website, prospects can view a 2-5 minute video presentation of how we can help them                                         4

                                Sales proposals, presentations, features, advantages, benefits, and other sales tools are provided to sales staff                  5

                                Public/Analyst Relations & Thought Leadership
                                                                                                                                                                 Score                               Areas of Concern

                                We have documented a public/analyst relations plan with clearly defined key performance indicators                                 4

                                Online PR efforts are working well to boost our website traffic and SEO ratings                                                    3

                                Our key executives are quoted in the press and conduct keynote presentations at industry conferences                               3

                                We understand the concept of thought leadership and provide our industry with relevant insights                                    3

                                Associations, Partnerships, & Channel Marketing
                                                                                                                                                                 Score                               Areas of Concern

                                We have joined all relevant associations for our industry and regularly network with our affiliates                                3

                                Our partnership program is clearly documented and aligns with our strategic objectives                                             5

                                We can monitor the amount of leads/business that is coming in from each channel partner                                            2

                                Channel marketing efforts are well supported with documentation, sales training, and product support                               4

                                Strategic partnerships have been formed to provide our customers with additional value & resources                                 4

                                CRM System/Marketing Systems Integration
                                                                                                                                                                 Score                               Areas of Concern

                                CRM and marketing systems (email, marketing automation, direct mail, advertising, etc) are integrated                              2


                                Lead source is a required field in our CRM system to ensure we can measure marketing program ROI                                   4

                                Prospect activities (website pageviews, email opens, downloads) can be easily viewed in CRM system                                 2


                                Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured                           2

                                Lead score/grade field is automatically populated & updated in CRM system contact records                                          3

                                Campaign Measurement & Closed-Loop Reporting
                                                                                                                                                                 Score                               Areas of Concern

                                Key performance Indicators for marketing programs are identified prior to campaign execution                                       4

                                We are able to determine revenue generated and return on investment for all marketing programs                                     2

                                Benchmarks are in place for key marketing metrics (campaign metrics, cost/lead, ROI, retention rates, etc)                         3


                                Our lead generation systems integrate with our CRM system to tied costs to opportunities won (ROI)                                 4

                                We have a marketing dashboard in place to communicate marketing metrics with senior management                                     2




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      Scorecard

      Evaluate your Score (out of 300) to benchmark and demonstrate improvement to your capabilities.   SCORECARD


         Lead Generation Strategy, Processes, and Skills (25)                                              13

         Marketing Automation & Lead Management (30)                                                       17

         Direct Marketing & Database Management (30)                                                       16
                                                                                     `
         Website, Blogs, & Communities (25)                                                                13
                                                                                     `
         Lead Conversion, Landing Pages, & Forms (30)                                                      17
                                                                        `
         Website Analytics, Search Engine Optimization, & Paid Search (25)                                 17
                                                                        `
         Marketing Communications Planning, Prioritization, & Budgeting (20)                               13
                                                                        `
         Marketing Collateral, Sales Tools, and Sales Support (20)                                         15
                                                                        `
         Public/Analyst Relations & Thought Leadership (20)                                                13

         Associations, Partnerships, & Channel Marketing (25)                                              18

         CRM System/Marketing Systems Integration (25)                                                     13

         Campaign Measurement & Closed Loop Reporting (25)                                                 15


         Lead Generation Maturity Score (out of 300)                                                       180




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© Copyright 2013 Docstoc Inc.
				
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posted:1/4/2012
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Description: This Lead Generation Maturity Assessment form is a survey that a company should give to employees in order to measure the company's generation capabilities. The form asks the participant to provide a numerical ranking for lead generation categories such as: strategy, processes, and skills; marketing automation and lead management; direct marketing and database management; lead conversion, landing pages, and forms; website analytics; sales tools and sales support; associations, partnerships and channel marketing; CRM system; and more. This template form includes a scorecard that calculates the total points that the survey participant assigned to each category. Companies should use this form to obtain evaluations of current lead generation capabilities and should use the results to improve lead generation efforts.