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The SMART BUSINESS Scorecard
Does your business have the right growth strategy, brand story, marketing plan, and sale tools? Answer a few questions to discover where you are now and what may be getting in the way.
31
Questions
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1
BUSINESS GROWTH CHALLENGES:
What are the biggest challenges in your business?
You may select more than one option.
MARKETING: Creating awareness among potential customers in our target market.
LEAD GENERATION: Acquiring new sales opportunities in a profitable way.
ADVERTISING ROAS: Getting a sufficient Return On Ad Spend (ROAS) to justify the cost.
BRANDING: Creating a compelling brand that positions our company as the industry leader.
WEBSITE: Creating a well-designed, persuasive website that engages potential customers.
FINANCE: Generating a strong profit and managing cash flow.
SALES CONVERSION: Closing new sales opportunities.
SALES TEAM PERFORMANCE: Mining for leads, setting appointments and closing deals.
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2
STRATEGY:
Do you make time to work ON your business rather than IN it?
Working ON your business includes activities like long term planning, improving systems, creating checklists and documenting processes.
YES
NO
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3
STRATEGY:
Do you have a written Strategic Plan or Marketing Plan that defines your business growth goals, strategies and tactics?
YES
NO
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4
STRATEGY:
Do you meet with your team annually to do a SWOT analysis and discuss your strategy for the next 1 to 3 years?
YES
NO
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5
BRAND:
Do you have a written definition of your Ideal Customer Profile (ICP)?
An ICP is a description of the ideal customer you prefer to do business with in terms of industry vertical, revenue, geography, headcount, goals, pain points, needs, etc.
YES
NO
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6
BRAND:
Do you have a Truly Unique sales offer, brand promise or value proposition that Really differentiates your business from the competition?
Think Uber versus Taxis
YES
NO
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7
BRAND:
Is your Elevator Pitch clearly defined in writing and can your team repeat it without looking it up?
Ideally, everyone in your organization would be able to communicate your sales pitch in a similar way.
YES
NO
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8
BRAND:
Do you have a Brand Guide that defines your key marketing messages and your visual identity?
YES
NO
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9
MARKETING:
What percent of your total annual revenue do you invest into sales and marketing?
Costs could include marketing agency fees, digital ad costs, trade shows, direct mail, networking events, employee salaries, etc.
Zero
1% to 3%
3% to 5%
5% to 10%
More than 10%
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10
MARKETING:
What marketing tactics do you Invest more than $20,000 per year?
Trade Shows
Google Ads
Direct Mail
Facebook & Instagram Ads
Outbound Cold Calling
LinkedIn Ads
Print Advertising
Content Creation / Social
Other
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11
MARKETING:
Does your website clearly communicate your brand promise, business values and brand personality?
YES
NO
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12
MARKETING:
Do you have an Educational Blog or other Valuable Content that sets your business apart from the competition?
YES
NO
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13
MARKETING:
Do you have a Lead Magnet on your website, such as an e-book or checklist, that you provide in exchange for a web visitor's email?
YES
NO
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14
MARKETING:
Do you have a List of Target SEO Keyword Phrases that you refer to when creating new website content or blog posts?
YES
NO
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15
MARKETING:
Do you monitor your Search Engine Rankings in Google Search Console every quarter?
YES
NO
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16
MARKETING:
Do you invest substantial time and money in at least one social media channel to connect with potential customers in a meaningful way?
YES
NO
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17
MARKETING:
Do you Invest more than $5,000 a month in Google ads, Facebook ads or LinkedIn ads to drive web leads (excluding agency fees)?
YES
NO
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18
MARKETING:
Do you accurately track and measure the new leads, sales conversions, and return on ad spend driven by all digital marketing ads?
YES
NO
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19
SALES:
Do you have a professional Sales Pitch Deck that is well-designed, concise, persuasive, and effective?
YES
NO
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20
SALES:
Do you use a CRM Tool to track where your leads come from and if and when they close?
YES
NO
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21
SALES:
Do you have a clearly documented sales process and train your sales people accordingly?
YES
NO
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22
FINANCE:
Do you have enough cash in the bank to keep your business going for 6 months without any new sales?
YES
NO
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23
FINANCE:
Do you use a 13-week cash flow statement to track when you may have cash flow issues?
YES
NO
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24
FINANCE:
Do you proactively collect past due accounts and keep your receivables low?
YES
NO
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25
FINANCE:
Do you know how much profit you make from each of your top 5 customers or clients?
YES
NO
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26
OPERATIONS:
Do you have an org chart and detailed job descriptions for each employee in your business?
YES
NO
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27
OPERATIONS:
Do you have written processes for the repetitive processes in your business, such as onboarding a new employee or balancing the books at year-end?
YES
NO
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28
PEOPLE:
Do you have a training program to teach your employees the skills they need to succeed in your business?
YES
NO
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29
Share Your Email for the Results!
Please use your work email address.
example@example.com
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30
NEEDS:
Would you like some help refining your strategy or improving your branding, website, marketing or sales?
YES
NO
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31
WANT TO TALK?
If you would like to have a conversation about your needs, just say when!
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