Assess Your StrategyOnline Diagnostic Tool: Engineered for Predictable Growth

This diagnostic tool is designed to help your organisation assess its current capabilities across key marketing and sales functions.

By evaluating your practices in Brand Strategy, Marketing Goals & ROI, Marketing Strategy, and Sales Enablement, you can identify areas for improvement and understand how a precision marketing approach, aligned with your sales efforts, can drive predictable revenue growth.

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Section 1: Brand Strategy & Message to Market

This section explores how effectively your brand identity and messaging resonate with your target audience and support your overall go-to-market efforts.

Ideal Customer Profiles

How well do you define and document your Ideal Customer Profile (ICP) and their comprehensive buying context, including their needs, concerns, goals, and buying roles?

Minimal / Reactive: We have a general idea of our target customers, but no formally documented ICP or understanding of their buying context.

Developing / Ad Hoc: We have basic ICPs, but they are not consistently updated or deeply integrated with our understanding of the B2B buying journey.

Established / Inconsistent: We have documented ICPs and some understanding of buying context, but its application across marketing and sales is inconsistent.

Proactive / Strategic: We thoroughly define ICPs and buying context, integrating insights from both marketing and sales to inform our messaging.

Optimised / AI-Driven: Our ICPs are dynamically updated with deep insights into nonlinear buyer journeys and buying context, leveraging AI to constantly refine our understanding of customer behaviour and needs

Marketing Message

To what extent does your marketing messaging consistently reflect your brand’s core values, unique personality, and authentic voice across all channels?

Minimal / Reactive: Our messaging is generic and rarely reflects specific brand values or personality.

Developing / Ad Hoc: We make ad-hoc efforts to incorporate brand values, but there’s no consistent voice or personality in our messaging.

Established / Inconsistent: We have defined brand values, but our messaging consistency varies greatly across different marketing campaigns and content types.

Proactive / Strategic: Our messaging is carefully crafted to reflect our brand’s values and personality, with a focus on authenticity that resonates with our audience.

Optimised / AI-Driven: Our brand messaging is deeply authentic and consistently deployed across all digital and human-led channels, using AI to ensure resonance, influence buyer experience, and support pipeline growth.

Message to Market

How consistently is your brand’s message-to-market aligned and reinforced across all digital (e.g., website, social, email) and human-led (e.g., sales conversations, customer service) channels?

Minimal / Reactive: Our messaging is fragmented, with different messages appearing across various channels, leading to buyer confusion.

Developing / Ad Hoc: We attempt some alignment, but consistency is a challenge, especially between marketing-owned digital channels and seller interactions.

Established / Inconsistent: We have guidelines for message consistency, but real-world application across digital and human-led touchpoints is often inconsistent.

Proactive / Strategic: We actively strive for and largely achieve consistent messaging across all digital and human-led channels, boosting buyer confidence and accelerating deals.

Optimised / AI-Driven: We achieve seamless and consistent message delivery across all channels, driven by integrated strategies and AI-powered tools that reinforce buyer confidence throughout their journey.

Customer Sentiment & brand perception

How effectively do you use AI-powered tools and data analysis to gain customer sentiment, monitor brand perception, and inform your overall brand strategy and positioning?

Minimal / Reactive: We do not use AI for sentiment analysis or brand monitoring; brand strategy is based on anecdotal evidence.

Developing / Ad Hoc: We occasionally use basic tools for social listening, but it’s not systematically integrated into brand strategy.

Established / Inconsistent: We use some AI tools for sentiment analysis, but the insights are not consistently applied to refine brand positioning.

Proactive / Strategic: We regularly leverage AI for deep customer sentiment analysis and brand monitoring, using these insights to proactively adjust our brand strategy and positioning.

Optimised / AI-Driven: We are masters of purposeful customer understanding, integrating AI for sophisticated brand sentiment analysis, competitive positioning, and proactive brand evolution, ensuring our brand owns a clear space in the minds of our target audience.

Section 2: Marketing Goals and ROI

This section assesses your approach to setting marketing goals, measuring their impact, and demonstrating the Return on Investment (ROI) of your marketing efforts.

Marketing Objectives

How clearly defined are your marketing objectives, and are they directly linked to your overall business goals and revenue targets?

Minimal / Reactive: Marketing goals are vague and largely disconnected from broader business or revenue objectives.

Developing / Ad Hoc: We have some marketing goals, but their alignment with business objectives is often unclear or ad-hoc.

Established / Inconsistent: Marketing objectives are defined and generally support business goals, but the connection to specific revenue targets could be stronger and more consistent.

Proactive / Strategic: Our marketing objectives are clearly defined as monthly, quarterly, and annual targets that directly support key organisation-wide business goals and revenue targets.

Optimised / AI-Driven: Our marketing objectives are meticulously cascaded from top-level business and revenue goals, forming a clear, measurable, and integrated strategic plan that consistently drives enterprise success.

Key Performamce Indicators

How effectively do you use Key Performance Indicators (KPIs) to measure marketing revenue attribution and other growth metrics over specific periods (e.g., monthly, quarterly)?

Minimal / Reactive: We track basic marketing activities, but struggle to connect them to revenue or demonstrate clear ROI.

Developing / Ad Hoc: We monitor some KPIs, but they are often cumulative or lack direct links to specific revenue attribution, making ROI difficult to prove.

Established / Inconsistent: We use a set of KPIs, including some related to revenue, but their consistent application and reporting for ROI is still developing.

Proactive / Strategic: We consistently use relevant KPIs, including marketing revenue attribution, focusing on growth over specific periods to track and report on the measurable impact of our marketing efforts.

Optimised / AI-Driven: Our KPIs are expertly chosen and rigorously tracked, providing transparent and granular insights into marketing revenue attribution, predictable growth, and overall business value, often leveraging AI-powered analytics.

Reporting & Analytics

To what extent do you leverage AI-powered reporting and analytics tools to evaluate the Return on Investment (ROI) of your marketing and advertising campaigns?

Minimal / Reactive: We conduct manual ROI calculations, with no use of AI or advanced reporting tools.

Developing / Ad Hoc: We use basic analytics tools, but AI-powered reporting for comprehensive ROI evaluation is not yet integrated.

Established / Inconsistent: We use some AI-powered reporting for specific campaigns, but it’s not yet a consistent practice across all marketing efforts.

Proactive / Strategic: We leverage AI-powered reporting tools to automate and enhance our ROI evaluation, gaining insights into which activities and channels drive revenue.

Optimised / AI-Driven: Our ROI evaluation is fully integrated with AI-powered reporting, enabling real-time, data-backed insights into campaign performance, predictive analytics, and optimised resource allocation for maximum commercial impact.

Testing & Optimisation

How often do you experiment, hypothesise, and iterate on your marketing activities and campaigns based on performance data and market insights?

Minimal / Reactive: We rarely experiment; changes are made reactively without clear hypotheses or data analysis.

Developing / Ad Hoc: We sometimes run ad-hoc tests, but there’s no systematic process for hypothesis formulation or iterative learning.

Established / Inconsistent: We conduct A/B testing and some experimentation, but the process of interpreting findings and iterating is inconsistent.

Proactive / Strategic: We embrace a culture of experimentation, regularly setting goals, formulating hypotheses, running tests, and analysing performance to iterate and optimise our marketing strategies.

Optimised / AI-Driven: Our marketing function operates with a high degree of agility, continuously experimenting, analysing, and iterating based on deep data insights and AI-driven recommendations to quickly implement winning strategies and drive sustainable growth.

Section 3: Marketing Strategy

This section evaluates the strategic planning and execution of your marketing efforts, including the adoption of modern technologies and cross-functional alignment.

Agility

How agile and adaptive is your marketing team in responding to shifting buyer behaviours, emerging market trends, and unexpected challenges?

Minimal / Reactive: Our marketing team struggles to adapt to changes, often reacting slowly to market shifts.

Developing / Ad Hoc: We make ad-hoc adjustments, but lack a structured process for sensing and responding to evolving buyer behaviours or market trends.

Established / Inconsistent: We have some processes for adapting, but consistent agility in response to rapid market changes is a challenge.

Proactive / Strategic: Our marketing team proactively monitors market trends and buyer behaviours, building strategies that are agile and adaptable to ensure continuous optimisation.

Optimised / AI-Driven: We foster a culture of profound agility, enabling our marketing team to not only adapt quickly but also direct disruption, continuously optimising strategies in real-time response to market dynamics and leveraging AI to predict future trends.

AI tools

To what extent do you integrate AI tools into your marketing workflows for tasks such as content creation, data analysis, and campaign automation?

Minimal / Reactive: We do not use AI tools in our marketing workflows.

Developing / Ad Hoc: We have experimented with a few basic AI tools for isolated tasks, but they are not integrated into core workflows.

Established / Inconsistent: We use some AI tools for specific tasks (e.g., generating headlines), but integration across different workflows is inconsistent.

Proactive / Strategic: We strategically integrate AI tools to enhance content creation, automate campaigns, and conduct data analysis, improving efficiency and effectiveness.

Optimised / AI-Driven: AI is deeply embedded as an “actor” in our marketing processes, enabling autonomous content creation, advanced data analysis, and end-to-end campaign automation, leading to easier, breezier growth and sophisticated insights.

Personalised Marketing

How effectively do you use AI for personalised marketing experiences and channel journey orchestration at scale, tailoring content and interactions to individual customer behaviours?

Minimal / Reactive: Our marketing is largely one-size-fits-all, with no personalisation.

Developing / Ad Hoc: We implement basic segmentation, but lack true individual-level personalisation or journey orchestration.

Established / Inconsistent: We use some personalisation features, but scaling them across various channels and orchestrating complex customer journeys with AI is inconsistent.

Proactive / Strategic: We leverage AI to deliver personalised content recommendations and offers, enhancing customer experience and improving conversion rates at scale.

Optimised / AI-Driven: We excel at delivering hyper-personalised, value-driven experiences across dynamic customer journeys, using AI and machine learning to orchestrate interactions, predict next best actions, and optimise conversions at every touchpoint.

Upskilling Marketers

How proactively does your organisation invest in upskilling its marketers to effectively leverage AI capabilities and maintain critical human reasoning skills in an AI-first landscape?

Minimal / Reactive: We provide no specific training for AI in marketing; employees are left to learn on their own.

Developing / Ad Hoc: We offer occasional AI training, but it’s not a systematic upskilling program, and there’s apprehension among marketers.

Established / Inconsistent: We have some AI training, but struggle to ensure marketers fully understand how to use AI strategically or to address concerns about job impact.

Proactive / Strategic: We invest in AI education and training programs for our marketing team, focusing on practical use cases and maintaining human skills like strategic and ethical reasoning.

Optimised / AI-Driven: Our organisation prioritises continuous upskilling for marketers in AI, ensuring they are not only proficient with AI tools but also develop advanced human reasoning skills (ethical, strategic, scientific, systems thinking) that become a key brand differentiator in an AI-powered world.

Section 4: Sales Enablement

This section examines the alignment between your marketing and sales teams and the effectiveness of your sales enablement programmes.

Collaboration

How well do your marketing and sales teams collaborate on defining and mapping the B2B buyer journey, especially its nonlinear and recursive nature?

Minimal / Reactive: Marketing and sales operate in silos, with little to no collaboration on understanding or mapping the buyer journey.

Developing / Ad Hoc: We have some discussions about the buyer journey, but there’s no formal, collaborative mapping process between marketing and sales.

Established / Inconsistent: We have a documented buyer journey, but input from both marketing and sales is inconsistent, and it often oversimplifies the nonlinear B2B buying process.

Proactive / Strategic: Marketing and sales regularly collaborate to define and map the complex, nonlinear, and recursive B2B buyer journey, incorporating insights from both sides to inform strategy.

Optimised / AI-Driven: Our marketing and sales teams are fully integrated in defining and continuously refining the digital and recursive B2B buyer journey, leveraging insights to create a seamless, confidence-building experience across all touchpoints.

Content Provision

To what extent do you provide sales reps with the right content and tools at the right time to accelerate deal cycles and maximise every buyer interaction?

Minimal / Reactive: Sales reps struggle to find relevant content, leading to inefficiencies and missed opportunities.

Developing / Ad Hoc: Content is available, but sales reps often don’t know when or how to use it effectively for different buyer interactions.

Established / Inconsistent: We have a content library, but it’s not always easy for reps to find or deliver the most relevant content at specific stages of the buyer journey.

Proactive / Strategic: Sales enablement efforts ensure reps are equipped with a curated content library and guidance on when to deploy specific materials to accelerate deal cycles.

Optimised / AI-Driven: Our sales reps are consistently armed with AI-powered content recommendations and digital sales room strategies, enabling them to maximise every buyer interaction, accelerate deal cycles, and boost buyer confidence, leading to higher quality deals.

Sales Plays

How consistently do your sales teams execute go-to-market (GTM) strategies through structured sales plays and playbooks?

Minimal / Reactive: GTM strategies are loosely defined, and sales execution is ad-hoc, lacking structured plays.

Developing / Ad Hoc: We have some sales plays, but their adoption and consistent execution across the sales team are low.

Established / Inconsistent: Sales plays and playbooks are available, but reps often deviate from them, leading to inconsistent GTM execution.

Proactive / Strategic: We actively guide our sales reps to consistently execute defined GTM strategies through structured sales plays and playbooks, with regular monitoring of adherence.

Optimised / AI-Driven: Our sales teams consistently and effectively execute sophisticated GTM strategies supported by dynamic sales plays and playbooks, leveraging real-time data and AI-driven insights to optimise performance and predictably hit revenue targets.

AI for Sales Enablement

How effectively do you use AI-powered tools for sales enablement, such as lead scoring, demand forecasting, and sales coaching?

Minimal / Reactive: We do not use AI in any of our sales enablement processes.

Developing / Ad Hoc: We have experimented with a few basic AI tools for isolated sales tasks, but they are not systematically integrated.

Established / Inconsistent: We use some AI for tasks like lead scoring, but broader applications like AI-guided coaching or accurate demand forecasting are inconsistent.

Proactive / Strategic: We strategically integrate AI-powered tools for lead scoring, improving forecast accuracy, and providing AI-guided sales coaching to enhance rep performance and efficiency.

Optimised / AI-Driven: AI-powered sales enablement is a core component of our sales process, utilising sophisticated AI for predictive analytics, automated lead scoring, conversational intelligence, and continuous sales coaching, allowing reps to focus more on selling and connecting with buyers.

Tool integration

How integrated are your sales enablement efforts with your CRM and other sales tools to provide a unified view of the customer and actionable insights?

Minimal / Reactive: Sales enablement materials are disconnected from our CRM and sales tools, leading to fragmented data and insights.

Developing / Ad Hoc: We have basic CRM usage, but sales enablement content and activities are not well-integrated for a unified customer view.

Established / Inconsistent: We attempt to integrate enablement efforts with our CRM, but data flow is not seamless, and actionable insights are limited.

Proactive / Strategic: Our sales enablement materials and activities are well-integrated with our CRM and other sales tools (e.g., HubSpot Sales Hub), enabling seamless data flow and capturing real-time buyer engagement metrics.

Optimised / AI-Driven: We utilise a unified, AI-powered platform (e.g., Seismic Enablement Cloud, Highspot) that fully integrates sales enablement with our CRM and tech stack, providing a comprehensive, real-time customer view and actionable insights that drive revenue growth and align go-to-market teams.

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