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 | | | | |

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download