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David A

By Jacqueline Butler,2014-01-20 22:36
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David A

    1 ?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

     ? 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI ? 734.678-7941 ? dave@a2.com ? a2.com E-mail _____ _____ _____ _____ _____

    Paid Clicks _____ _____ _____ _____ _____

    Direct Mail _____ _____ _____ _____ _____

    Public Relations _____ _____ _____ _____ _____

    Other ________ _____ _____ _____ _____ _____

    2 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______________________________

     ? 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI ? 734.678-7941 ? dave@a2.com ? a2.com 3______________________________ 7______________________________

4______________________________ 8______________________________

    3 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.

    ? 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI ? 734.678-7941 ? dave@a2.com ? a2.com How long is a typical sales cycle? (inquiry to close) _________________

How short would you like it to be? _________________

    4

    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 _____ _____ _____ _____ ? 2009 (Unauthorized Use Prohibited) David A. Berger, Ann Arbor, MI ? 734.678-7941 ? dave@a2.com ? a2.com

    Please fax completed survey to 734.268.4406 or e-mail dave@a2.com

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