How you can audit your marketing
You can start to understand your marketing processes, and help fast-track your processes. The real art in this is understanding what the results show, but you may spot some trends and signals that you can implement immediately.
We have developed a 100 question questionnaire to help you understand your company, and help us understand how you see your business:
- Do you feel you are getting value for money from your marketing budgets?
- Are you developing the new business opportunities as outlined in your business plan?
- Do you actually have a business plan to compare with your results?
- How satisfied are your customers – and do you have proof of this?
- What unique selling propositions help you stand out from your marketplace?
- Is your corporate or brand image consistent with your product or service, in the eyes of your customers?
- Do you actively manage your brand, product or corporate identity?
- How effective do you feel your external communications are? Do you have any proof of this?
- How effective do you feel your internal communications are? Do you have any proof of this?
- When did you last launch a new product?
- Was the new product launch successful? Do you have any proof of this?
- How effective do you feel your marketing is?
- Do you have a digital marketing strategy? Do you think it works?
- Do you actively manage your brand, and how?
- What are your brand values, and does your company live these values?
- How long has the brand/product been around?
- What is the estimated brand equity?
- What does the brand mean in the eyes of your customers?
- Would your customers miss it if it did not exist?
- Have you extended the brand or product line? If not, could you do it?
- Are there any high-risk areas you should avoid?
- Do your brand/product promotions reinforce the core values?
- Are you developing new business from existing customers?
- Are you developing new business from new customers?
- Are you developing new business from new products?
- Do you know what your customer retention rates are?
- Do you have an definition for a ‘good’ sale or customer?
- Do you set revenue targets?
- Do you set profit targets?
- How do you manage key accounts?
- How do you target new, potential key accounts?
- Do your customers know all the brands/products you offer?
- How much do you invest in business development activities?
- What is the success rate of your business development efforts?
- Do you have a customer relationship management (or marketing) system?
- Do you feel the CRM system is well implemented and properly used?
- Do you know how satisfied your customers are with your products/ services? Do you have any proof of this?
- Do you operate a Customer Satisfaction Policy?
- What do you see as the benefits of a Customer Satisfaction Policy?
- Do you assess customer satisfaction? How do you do this?
- To what level do you think you are meeting or exceeding customer expectations?
- Do you hold customer satisfaction reviews?
- If you do, is there any internal resistance to customer satisfaction reviews?
- Do you link any customer satisfaction feedback to your customer service planning, new product development, and/or marketing strategy development?
- How do you detect problems customers may be experiencing with your company, brand or products?
Corporate, Brand or Product Identity
- Do you actively manage your corporate, brand or product identity? How do you do this?
- Are your marketing and corporate communications materials consistent with this identity, and immediately recognisable as belonging to your business?
- Do you feel that the identity works?
- Does your identity portray the correct image?
- Are the benefits of having and living with a corporate, brand or product identity understood throughout the company?
- Does your board actively support the identity, and manage it?
- Have you extended your identity to digital media?
- Do you feel that this has worked in the new medium?
- How does your company approach the planning cycle?
- Is marketing planning included in this process?
- If yes, is the marketing planning process seen as a positive management tool?
- Has the company set definitions and procedures for the business and marketing planning processes?
- Are the budgeting, business and customer service planning processes part of, or linked to the marketing planning procedure?
- How do you determine the marketing budget? Does this procedure work well?
- Do your marketing plans get monitored and evaluated?
- How successful has the marketing planning process been?
- Do you feel that appropriate internal and external information is available during the planning and evaluation processes?
- Do you know where your brand / products are positioned?
- Do you have a clearly developed marketing positioning strategy?
- Do your customers clearly understand what your company stands for?
- Does your company, brand or product make a real difference in the marketplace?
- Do you feel that you have identified all the aspects of competitive advantage your brand or product offers?
- Do you think you exploit this competitive advantage correctly?
- Do you communicate these advantages actively, consistently and effectively?
- Do you think the competitive advantages you communicate can motivate your customers to choose your product/brand over the competition?
- Do you know the capabilities and limitations of your marketers? If so, how?
- Do you understand your market dynamics?
- Do you have any proof of the market evolution?
- Who are your competitors?
- What are the differences between your products/services and branding and those of your competitors?
- Do you have a clear set of business objectives and shorter term goals?
- If yes, do your marketing objectives support this?
- How is customer feedback incorporated into your marketing plans, service improvements and marketing communications activities?
- Have your clearly defined the markets you want to develop or serve?
- How systematically do you approach the market entry / support strategies?
- Do you measure the return on investment provided by your marketing activities?
New Product Development
- How do you develop new products or services?
- How long does development normally take?
- How many successful new products/services did you introduce in the last year?
- Are feasibility and investment criteria set for new product assessment?
- Do you employ and evaluate launch plans for new products/services?
- Is your product portfolio managed centrally or locally?
- Do you link new product development to your business and marketing strategies? How do you do this?
- How are new product/service ideas encouraged and captured?
- If your company ceased to exist, would the world lose out?
- What is the company’s purpose?
- What is important when adding value to the community/market?
- What is your corporate focus and do you have any community goals?
- What sort of organisation is it, and is it good at what it does?
- What skills set the company apart?
- Do you think the company could become supremely good at one thing?
- Do you achieve your goals through cooperation or collaboration?
- Do you have a change management policy?
- If so, do you fell that it is a long-term policy?
- Are you confident about the future of your company, brand or products?
- Are you happy working in the company, and with your co-workers?