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Your Organizational Score

0

/100

CURRENT TOTAL SCORE

Your Results

Marketing Foundation: -25%

The foundational tools and assets in place to support your strategy.

Sales and Marketing Messaging: -25%

A clearly defined ideal client, buyer journey, and unique selling proposition exists and your marketing strategies are tailored to their specific needs and interests.

Data Driven Insights: -25%

The vital data being tracked to provide insights on the success of your team's efforts.

Sales & Marketing Iteration: -25%

Sales and marketing teams use the same terminology, shared goals and vision of how they support one another.

Recommendations for Improvement

-25%

Marketing Foundation

To support the success of the sales and marketing strategy, ensure your website effectively supports the sales team, converts MQLs to SQLs, leverages marketing assets for engagement, communicates with existing clients, and provides consistent support and materials for sales success. Gartner expects that 80% of interactions between buyers and sellers will happen online by 2025.

Recommendations:

  • Website Optimization: Revamp your website to ensure it’s user-friendly, mobile-responsive, and provides clear navigation to essential information.
  • Current Customer Persona: Create a primary customer persona by identifying key demographics and pain points of the past and current customers you want to replicate. Build a list of the products and services (or features and benefits) that this persona values most and why your company’s solutions are a superior choice.
  • Unified Sales Collateral: Create a centralized repository for sales materials to maintain consistency in messaging and provide easily accessible resources for the sales team.

-25%

Sales and Marketing Messaging

Companies with clear target markets and tailored strategies experience higher engagement and lead conversion rates. B2B buyers engage with 3-7 pieces of content before talking to a sales rep, and 11% said they consume over 7 pieces of content (Content Marketing Institute). Communicating unique selling points and the cohesion of messaging across an organization is critical.

Recommendations:

  • Open Interdepartmental Communication: Create a cadence of communication on a weekly basis to report on activity, roadblocks, ideas, and pipeline activities to begin aligning the sales and marketing teams. 
  • Interview Current Customers: Conduct real-time interviews and surveys with current customers to understand how they talk about your services and the problems they solve, helping you craft more resonant sales and marketing messages.
  • Message Consistency: Develop a brand messaging guide to ensure consistency across all communication, resonating better with your audience.

-25%

Data-Driven Insights

Establish clear criteria for MQLs and SQLs to align goals and gain visibility into your teams’ performance. Create baseline metrics for reporting and leverage industry benchmarks (e.g., the average open rate for B2B email is 15.1%) to monitor your marketing and sales pipeline health. While this category poses challenges for many organizations, involving various aspects such as CRM, website analytics, outbound tracking links, and more, there are proven steps to enhance data-driven decision-making and achieve better results.

Recommendations:

  • Data Collection System: Implement a customer relationship management (CRM) system to organize client data effectively.
  • Basic Analytics: Begin tracking key metrics such as website traffic, email open rates, and conversion rates to gain basic insights. Use Google Analytics, Google Tag Manager, and spreadsheets to get started. 
  • Lead Scoring Implementation: Start assigning scores to leads based on their interactions and behaviors to prioritize follow-up efforts.

-25%

Sales & Marketing Iteration

Streamlined terminology and metrics lead to higher lead conversion rates. Leveraging opportunities with current and previous customers results in a noticeable increase in upsell and cross-sell revenue, requiring collaborative efforts from both sales and marketing teams. In fact, 54% of B2B sales teams find reaching prospective clients more challenging now than in the past five years (Sales Insights Lab). Coordinated campaigns targeting funnel stages effectively improve conversions, while data sharing enhances marketing ROI.

Recommendations:

  • Alignment Sessions: Conduct regular meetings between sales and marketing teams to align terminology, metrics, and goals.
  • Feedback Loops: Establish channels for both teams to share feedback and insights, fostering collaborative problem-solving.
  • Iterative Experiments: Run small-scale marketing experiments to test different strategies and tactics, learning from failures and successes.

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