BRAND

1 = We are no different than our competitors

5 = We have clear, differentiated brand elements, that we can legally defend we are the only ones that can provide them.

SALES

1 = We have no SMS, Email or Text Automations in place.

5 = We have a variety, of clearly organized, trigger based automations that nurture my prospects to the next stage in the sales process.

REPORTING

1 = What CRM?

5 = All campaign attribution data resides on a per lead/customer basis in our software, our contact fields are organized and not duplicative, and we pull insights from this data to make business decisions.

TEAM

1 = Everyone is doing their own thing and there is not a clear directive on the customer journey, content, creative or campaign strategy.

5 = All team members are collaboratively rowing in the same direction, and there is a clear goal, with defined KPIs, Rocks and initiatives for the team.

TEAM

1 = I do not know how our team should be structured for success.

5 = There is an organization chart, with clearly defined roles and responsibilities for each team member, and all team members are exceeding our expectations.

OPERATIONS

1 = I'm not sure how much to budget on staff, ad spend, 3rd party resources, etc.

5 = I have a clear understanding of the costs of hiring quality team members, and know what my test and campaign budgets should be, along with a clearly defined ROAS for campaigns and the department as a whole.

STRATEGY

1 = Research is not a part of our process, and we do not create plans of action prior to implementing campaigns.

5 = All decisions made in our department are based on data and research, and our initiatives are pre-planned and organized prior to implementation.

STRATEGY

1 = We have never asked a lead or customer for feedback based on how they interacted with our site / funnel / brand

5 = We regularly conduct win/loss interviews, as well as survey prospects to identify areas of improvement in our funnel, along with pain points the customer has.

CONVERSION OPTIMIZATION

1 = I can't even find out where to convert

5 = My grandmother or a 5 year old could quickly tell me what I am offering them, and what I want them to do on my site.

STRATEGY

1 = What does TOF/MOF/BOF mean?

5 = We have offers, campaigns and nurture sequences that speak to customers in the research, consideration and buying phases of our sales process.

STRATEGY

1 = Only people who already know we exist and are trustworthy would convert.

5 = We are convincing people who have never heard of us before, to immediately take the next step in our sales / marketing process.

CONVERSION OPTIMIZATION

1 = Customers do not know what we want them to do next, or if they do, they do not understand why they should (ie - "Book a Call" - do they know what they get out of booking the call aside from being sold?)

5 = Customers can identify what action to take, and why, within 5 seconds of hitting our landing page.

CONVERSION OPTIMIZATION

1 = There is no obvious or compelling reason for someone to trust we will solve their problems, or provide value without speaking to us directly.

5 = Visitors to our site immediately understand why they can trust us, and believe we can deliver on the promise our offer/campaign/brand presents.

CONVERSION OPTIMIZATION

1 = We have not identified what problems our customers are facing.

5 = We quickly and clearly convince customers that our product/service is the right choice to resolve pain-points they may have.

CONVERSION OPTIMIZATION

1 = We have never thought of ways to get more conversions from our existing traffic.

5 = We consistently split test creative, copy and offer strategies to get the most quality conversions possible from all traffic channels.

TEAM

1 = We're on our 5th agency, and constantly rotate team members to find someone who can solve our problems.

5 = Our team has been consistent for years, are aligned on our vision, understand our objectives and are consistently performing at a positive ROI.

OPERATIONS

1 = We do not have specific rocks or initiatives that we work towards.

5 = Our rocks are defined based on desired objectives and outcomes, and we project manage our team towards completion of them consistently.

PERFORMANCE

1 = We have never seen a positive ROI in our marketing efforts, and do not see the light at the end of the tunnel.

5 = Our teams are consistently exceeding our target KPIs.

PERFORMANCE

1 = I have only invested thus far, and not seen a "spend $1, make $2" scenario yet.

5 = Even when factoring in agency fees, staff costs, ad spend and COGS, we see a positive return on our marketing efforts.

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