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Corporate Strategy
- Do you have a strategy that all employees know about?
- Can you link the goals of every employee back to the strategy?
- Are all the executives aligned with this strategy?
- Do you have factual data to support this strategy?
- Are your product, indirect channels, sales, alliances, and marketing teams aligned?
- What product category are you in today and is it worth investing more in this area?
- Are your resources allocated to areas that will produce the greatest movement towards your goals?
- Does your chosen leading value discipline match what your target markets value most?
- Is there M&A activity in your category and how will that affect you?
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Go-to-market planning
Would all your executives fill in the blanks in the two following sentences the same way?
For (target customers) who need (statement of needs) the (product name) is a (product category) that (statement of most compelling reason to buy). Unlike (competitive alternative) our product (statement of differentiation).
- Is your warm lead to closed sale ratio higher than the industry average?
- Are you struggling to find enough warm qualified leads?
- Is your sales cycle longer than the industry average?
- What is your win rate for New Name Accounts?
- Are you having difficulty getting picked up by the media?
- If you increase the PR and advertising budget can you directly measure its impact on lead generation, and on sales?
- Do you lose to a competitor with an inferior product? Why?
- Have you measured your brand awareness, and brand attributes recently?
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