Evaluate Your Marketing Tech Stack

1

This is a comprehensive questionnaire that we ask all clients to participate in answering.

Don't start filling it out unless you have time to research and come up with the details to move forward. You can move quicker with estimates and fake numbers, but keep in mind that that will impact the accuracy of the evaluation.

2

We'll start off with high-level questions about general marketing processes and strategy such as, "do you have a marketing schedule for product announcements?" Then we will dive deeper into questions like, "What is your inbox delivery rate?".

3

Email* This field is required.You don't have to give us your email, but it is recommended so you may get a copy of your evaluation.

example@example.com

4

Do you have a strategic mission that is clear and concise for your marketing team?

YESNO

5

Do you have a set of measures that help you gauge your success as a team?

YESNO

6

Are you confident in your messaging and have a reliable brand voice to guide your team?

YESNO

7

When it comes to platforms, do you feel each platform is used to create value?

YESNO

8

Do you know how you measure each platform's value?

YESNO

9

Do you have analytics tools that allow you to visualize performance?

YESNO

10

Can you reliably calculate ROI?

YESNO

11

Do you have a grasp of marketing's effectiveness at attribution in pipeline reporting with sales?

YESNO

12

Would you say that any holes or gaps in technology communication are identified?

YESNO

13

Would you say these holes or gaps are fixed?

YESNO

14

Would you describe these technology pieces as optimized?

YESNO

15

Strategic Questions Section 1: Calculation

16

Do you have a firm understanding of your customer profile?

YESNO

17

Do you measure and adapt your customer profile dynamically using new data inputs?

YESNO

18

Do you have someone who's role includes managing customer data?

YESNO

19

Have you set up deduplication procedures for your contacts?

YESNO

20

Do you have a strong methodology for tracking anonymous user profiles?

YESNO

21

Do you use a CDP or CRM with multiple integrations to track your customer data?

YESNO

22

Do you feel that you could do better at segmenting and targeting your customers using your current data?

YESNO

23

Do you have an engineer that works on your team who is directly responsible for marketing data capture and tracking?

YESNO

24

Customer Data Section 2: Calculation

25

Do you have a strategy document that outlines each of the automations needed to run your tech stack?

YESNO

26

Is there a clear understanding of why each of the automations are running?

YESNO

27

Are you running email marketing automation?

YESNO

28

Are you running SMS automation?

YESNO

29

Are you using automation to create dynamic content?

YESNO

30

Are you using automation to segment your audience into customer profiles to target?

YESNO

31

Do you feel as though each of the fields are accounted for and syncing?

YESNO

32

Do you feel as though your automations are optimized to run efficiently?

YESNO

33

Does your team have the confidence to setup and run automation knowing it fits into the master strategy?

YESNO

34

Does your team feel equipped with the insights needed to find new ways to target segments of your customers to maximize messaging?

YESNO

35

Marketing Automation Section 3: Calculation

36

Is there a member of your team who contributes and keeps up with a living MarTech stack document?

YESNO

37

Is there consistent and updated conversations surrounding platform effectiveness as it relates to current initiatives?

YESNO

38

Is the process for customer feedback / experience informing marketing campaigns that is established and working?

YESNO

39

Has your team discussed why you have existing marketing technology?

YESNO

40

Do you know you should be using or eliminating any marketing technology?

YESNO

41

Tech Stack Execution Section 4: Calculation

42

Does your team have a good understanding of the website tech stack as it relates to user experience?

YESNO

43

Does your team have a good understanding of the website tech stack as it relates to site architecture?

YESNO

44

Does your team have a good understanding of the website tech stack as it relates to SEO?

YESNO

45

Does your team have a good understanding of the website tech stack as it relates to internal linking?

YESNO

46

Do you currently have a way to monitor the health of your website?

YESNO

47

Do you feel your website currently meets the demands of mobile technology?

YESNO

48

Is your website fast enough?

YESNO

49

Do you integrate brand/product marketing strategy with your keyword optimization?

YESNO

50

Do you integrate brand/product marketing strategy with your content creation?

YESNO

51

Do you use firewall technology to remove spam and unwanted traffic?

YESNO

52

Website Tech Section 5: Calculation

53

Do you see conversion rate as a necessary measure of a websites performance?

YESNO

54

Do you have ideal conversion actions for your website?

YESNO

55

Does your team assign a value to the conversions actions on your website?

YESNO

56

Are these actions recorded in your CRM or customer database in some way?

YESNO

57

Do you feel your team focuses enough on conversion optimization?

YESNO

58

Do you know of current problems that prohibit interested visitors from converting?

YESNO

59

Do you know that your conversions are counted accurately?

YESNO

60

Do you have technical issues recording conversions on any of your platforms such as a Tag Management System?

YESNO

61

CRO Section 6: Calculation

62

Do you feel like your advertisements currently utilize your customer data well?

YESNO

63

Do you use dynamic targeting to track and target your customers with ads based on their behavior?

YESNO

64

Does your audience platform integrate with your ad platforms?

YESNO

65

Do you want to increase the usefulness of your ads to speak directly to your customers?

YESNO

66

Advertising Questions Section 7: Calculation

67

Do you currently integrate customer data platforms to create audiences for social media advertising?

YESNO

68

Does your social media have the utilize reporting aggregation to view your performance across channels?

YESNO

69

Do you feel like you have a good measurement of performance on social media?

YESNO

70

Social Media Questions Section 8: Calculation

71

Does your email marketing tech work with both sales and marketing effectively?

YESNO

72

Do you have segments for each of the best performing touch points in your sales funnel?

YESNO

73

Are you able to easily and effectively create audiences based on customer data to send them emails?

YESNO

74

Are you able to auto-trigger emails based on behavioral activity such as webpage interactions?

YESNO

75

Do you currently use automated flows such as a welcome series or nurture campaign?

YESNO

76

Do your emails meet and beat the benchmarks for email performance in your industry?

YESNO

77

Are you confident your emails are making it passed spam filters?

YESNO

78

Have you generally spent enough time on email to make it an effective channel for your marketing strategy?

YESNO

79

Email Questions Section 9: Calculation

80

Average Calculation