The strategic audit for serious growth leaders.
This is a self-assessment and you don't have to store or share your results, so be honest to get the best insights. These questions focus on the strategic priorities that are proven to accelerate growth. When the assessment is complete you'll see your score and you'll also have the option to receive a detailed report via email so you can set priorities for strategic improvement.
Target Market & Personas
We have a clear picture of who our ideal customer is.
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We have a clear picture of who is not a good fit customer.
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We have clearly defined personas that help us understand our customers.
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We know the specific challenges our customers face and have empathy for how those problems impact them on a human level.
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We know how to help our customers beyond simply selling to them.
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Target Market Score
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Messaging
We know the words and phrases our customers use to discuss the work that we do and/or the product(s) we sell.
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We avoid jargon and industry terminology on customer-facing communication.
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We craft a message that is about our customers, not our product or service.
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It is very easy for leads and customers to understand what we do.
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We can clearly communicate our unique value proposition in one sentence.
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Messaging Score
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Media
We use data to understand what media our customers consume.
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We evaluate the effectiveness of media with business metrics such as ROI rather than impressions.
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We select media channels based on persona research.
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We regularly A/B test campaigns to extract more value from media spend.
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We leverage multiple channels to diversify our campaigns.
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Media Score
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Preventing Friction
We integrate our entire technology stack to ensure a seamless customer experience.
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Our website visitors can easily find the information they most often look for on our site.
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We leverage technology to empower our prospects and customers to easily find the solutions they need without being forced to talk to a salesperson.
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We utilize analytics, heatmaps, and other technology to ensure that our customers are having the best experience when using our website.
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Our entire company/organization is focused on common, customer-centric goals that make it easy to do business with us.
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Preventing Friction Score
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Lead Capture
We create offers that appeal to our ideal customers enough that they’ll share their contact information in order to receive the offer.
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We provide valuable information to leads so they want to opt-in to get more information from us.
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80% of the content that we create provides real value to potential customers without pressuring them to buy.
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We provide multiple ways for clients to connect with us and interact without fear of being “sold.”
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We promptly follow up with leads that share their contact information with us to honor the promises made in our offer.
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Lead Capture Score
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Lead Nurturing
Once we acquire a lead we follow up with that lead at least 12 times.
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We utilize a CRM to ensure that all leads are nurtured.
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We leverage marketing automation to create sequences that facilitate the lead nurturing process.
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We customize the content in our lead nurturing sequence to the appropriate persona of each lead.
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Our lead nurturing process includes some personalized interaction with a real, live human.
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Lead Nurture Score
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Sales Strategy
Our sales process is built with the understanding that most leads prefer to interact with a salesperson near the end of their buyer’s journey.
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We focus on building relationships, trust, and rapport with leads before asking them to become customers.
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We focus on helping our customers make their own decisions about products and services, rather than pressuring them to buy.
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We do not use pricing to establish value with our prospects and customers.
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We consciously reduce friction for our leads and customers at every phase of their buyer’s journey so it is always easier for them to do business with us.
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Sales Strategy
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Customer Experience
We leverage buyer persona research to ensure that we exceed our customer’s expectations at each stage of the buying process.
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We have a company culture that focuses on exemplary customer service memorable enough that our customers are compelled to tell others about it.
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We sell people what they want, but we ensure that they get what they need.
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We consistently ask our customers to give us internal feedback on our products and services.
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We have systems in place to ensure that our customers consistently have a world-class experience that cannot be matched anywhere else.
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Customer Experience Score
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Customer Lifetime Value
We have a strategy that includes planned price increases over time.
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We have a practice of offering upsell opportunities with the majority of our transactions.
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We utilize a strategy to re-engage existing customers and upgrade them to higher-margin products and services.
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We consistently provide opportunities for customers to buy from us more frequently.
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We actively market to reengage past customers.
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Customer Lifetime Value Score
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Referral Engine
We consistently ask our customers to give us referrals.
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We reward clients who refer business to us.
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We have an easy mechanism our clients can use to refer us to their contacts.
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We make a habit of giving referrals to our clients when possible.
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We have affiliate programs or relationships with complementary business partners.
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Referral Engine Score
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Scoring
We've averaged your score across 10 strategic priorities. Those are combined across the buyer's journey as follows: Attraction, Engagement, Friction, & Delight. Below you'll find your score for each of the stages of the buyers journey as well as an overall score. This will allow you to evaluate your strengths and weaknesses so you can better focus your efforts.
Attraction:
Engagement:
Delight:
Friction:
Your overall score is:
You can get a detailed report with scoring for all 10 Strategic Priorities. Just click "Next" and we'll send everything to your inbox.
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Name
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First Name
Last Name
Email*
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example@example.com
What is your role in your organization?
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Please Select
Marketing
Sales
Service
Operations
Finance
CEO/Owner/Partner
Information Technology
Other
What is your main priority/goal in the next 12 months?
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Generate more website traffic
Generate more leads/prospects
Convert more leads/prospects to customers
Lower the cost to acquire new leads/customers
Improve customer retention
Improve systems and processes
Other
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