The Marketing Assessment: How to Use Your Marketing Score to Build Campaigns, Allocate Resources and Drive Performance
Every element of an organization, as it relates to marketing, can be divided into assets, neutrals and escalators. Assets are existing strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to build and improve.
By evaluating and scoring these elements, you can devise marketing strategies; select the right marketing agency partners; allocate time, money and talent; and adapt resources and priorities based on performance.
Your organization's success starts with the marketing assessment. During this 60-minute session, we'll analyze a hypothetical organization's Marketing Score and cover how to:
- Introduce Marketing Score to your organization.
- Perform a Marketing Score assessment.
- Gain perspective from multiple internal stakeholders to ensure aligned goals and expectations.
- Outline key findings, identify weaknesses and threats, and analyze opportunities.
- Ask critical follow-up questions to gain further insight into Marketing Score responses, as well as organizational needs, goals, milestones, audiences and metrics.
- Conduct secondary discovery research.
- Define key metrics that will drive marketing strategies.
- Profile and segment audiences.
- Establish accelerators—the key existing assets that can fuel short-term success.
- Build a custom marketing performance dashboard.
- Detail and prioritize foundation projects, based largely on Marketing Score escalators.
- Outline marketing campaign concepts, and align with audiences and key metrics.
- Map marketing team strengths and consider outsourcing needs.
- Forecast potential for improved marketing performance.
- Set clear and realistic expectations for your marketing team and agency partners.
Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency, and the first partner in HubSpot's value-added reseller (VAR) program, which now includes more than 700 certified firms worldwide. He is author of The Marketing Agency Blueprint (Wiley), creator of Marketing Agency Insider and Net Marketing Score, and a graduate of Ohio University's E.W. Scripps School of Journalism. In 2010, Smart Business Magazine named him an Innovation in Business Rising Star.