Go-to-Market Strategy Scorecard - Pragmatic Institute
Go-to-Market Strategy Scorecard
Assess the assets and liabilities that impact the ability of internal go-to-market teams to focus, build, execute, measure and improve.
| |% Complete |Confidence (H, M, L) |Importance (H, M, L) |Ownership |
|Buyer persona profiling | | | | |
| Economic | | | | |
| Technology | | | | |
| Functional | | | | |
|Program messaging by persona | | | | |
| For products | | | | |
| Across products/services/solutions | | | | |
|Repeatable sales process | | | | |
| Steps defined | | | | |
| Step definitions aligned with Sales | | | | |
| Buyer personas in each step | | | | |
| Sales tools aligned with steps | | | | |
| Marketing programs aligned with steps | | | | |
|Market segmentation | | | | |
| By industry | | | | |
| By size of company/other demographic | | | | |
| By buyer persona profile | | | | |
|Databases | | | | |
| Sales database accessible to marketing | | | | |
| Consolidated database for marketing | | | | |
| Customer relationship management | | | | |
| Agency or other third party list | | | | |
| Opt-in customer database by topic | | | | |
|Programs aligned by persona | | | | |
| Across entire company | | | | |
| Within a product line | | | | |
| For individual products | | | | |
|Awareness benchmarks | | | | |
| Awareness at company level | | | | |
| Awareness at solution level | | | | |
| Attributes associated with company | | | | |
| Attributes associated with product | | | | |
|Revenue benchmarks | | | | |
| Marketing cost per lead | | | | |
| Marketing cost per sale | | | | |
| Conversion rates (percentages) | | | | |
| Elapsed time between steps | | | | |
| First marketing touch to close (time) | | | | |
| Percent of leads closed (each campaign) | | | | |
|Customer retention metrics | | | | |
| Share of wallet | | | | |
| Customer satisfaction scores | | | | |
| Changes in maintenance renewals | | | | |
| Changes in other recurring revenue | | | | |
|Internal systems for measureMENT | | | | |
| Web metrics by goal | | | | |
| Marketing automation | | | | |
| CRM system reports for revenue metrics | | | | |
| Marketing access to sales database | | | | |
| Annual awareness survey | | | | |
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