Marketing Assessments and Diagnostics to Identify and Prioritize Improvements
For many clients, a confidential Assessment or Diagnostic is the ideal starting point. Through focused analysis of your current processes, practices, and performance, we're able to help you identify and prioritize the most-profitable improvement opportunities. Offering actionable recommendations from an objective and un-biased perspective, Assessments and Diagnostics can produce results very quickly --- sometimes, in just a matter of days.
Fees are based on the breadth and depth required, and as such, these services can be scaled to suit a range of budgets and timeframes. While on-site observation is occasionally required, in most cases our Assessments and Diagnostics can be conducted via the Internet, e-mail, and/or telephone.
Comprehensive Assessments
This comprehensive assessment is an analysis of the entire profit-path in your business. We study dozens of key performance indicators, metrics, and ratios. We analyze processes and practices in the primary tactical areas, from lead-generation and prospect cultivation to sales conversion, pricing, and order-values. We evaluate processes and practices in the primary strategic areas, from targeting and customer understanding to competitive environment and strategy articulation. And finally, we review the sustaining areas, from internal capabilities and organizational alignment to systems and infrastructure.
After conducting the assessment, we then work with you to prioritize the improvement opportunities according to the estimated impact on profits versus the time and resources required, and develop specific optimization strategies and tactics to implement and/or test in the prioritized areas.
Area-Focused Diagnostics
In contrast to the "broad view" of the Comprehensive Assessment, a Diagnostic is more narrow and deep. A Diagnostic focuses on a single area that you've identified as needing improvement --- i.e. advertising and lead generation, sales conversion processes, pricing and discounting, customer value enhancement, or strategy development, etc. In the designated area, we evaluate the relevant tactical, strategic, and organization elements. We compare current processes and practices to the optimal state, identifying any gaps and prioritizing the improvement opportunities. We then make specific recommendations to drive improved performance in that specific area.
Here are just some of the areas that can be diagnosed in-depth:
- Sales conversion --- online, offline, and blended
- Pay-per-click and other online advertising programs and campaigns
- Strategic marketing processes and practices
- Print advertising, collateral, and other offline promotional media
- Pricing and discounting processes and practices
- Product development and lifecycle management
- Customer re-marketing systems and processes
- Cross-selling, up-selling, and order-value management
- Human resource development and alignment
- Prospect capture-and-cultivate processes and practices