Supercharge your marketing strategy
Struggling to make an impact with your marketing strategy?
Let's give you a breakdown of where you can win
This assessment is designed to establish a baseline of where you understand your marketing challenges to be and give you a guide to how you can supercharge your efforts. It will cover topics such as team alignment, reporting, KPIs, your tech stack and more.
The response provided will depend on your answers; we suggest being as honest as possible so you get the right advice and guidance.
After each section, you’ll get a rating. Whatever your score, you’ll receive related guidance and resources to help you course correct.
At the end of the assessment, you will receive an email report with your breakdown and those resources so you can go smash your marketing.
Let's get underway
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Team alignment and culture: Poor
Lack of transparency and alignment across Marketing, Sales and Customer Success is one of the biggest barriers to growth. The customer journey is no longer linear - and more complicated than ever. The traditional baton hand-off from one function to the other is no longer fit for purpose; these teams must work like a football team to move the prospect down the funnel to becoming (and remaining) a customer.
It looks like you have work to do here. We understand that this can be a major cultural shift within a business - but according to McKinsey (and our own experience) this is a key element to successful companies.
Check out this article to understand the why behind this pivotal transformation - and this article to help you make a start on the process.
Team alignment and culture: Good
Lack of transparency and alignment across Marketing, Sales and Customer Success is one of the biggest barriers to growth. The customer journey is no longer linear - and more complicated than ever. The traditional baton hand-off from one function to the other is no longer fit for purpose; these teams must work like a football team to move the prospect down the funnel to becoming (and remaining) a customer.
It looks like you've made a start here - well done! We understand that this can be a major cultural shift within a business - but according to McKinsey (and our own experience) this is a key element to successful companies. So keep up the momentum.
Check out this article to understand the why behind this pivotal transformation - and this article to help you make a start on the process.
Team alignment and culture: Best
You clearly understand that a lack of transparency and alignment across Marketing, Sales and Customer Success is one of the biggest barriers to growth - and have done the hard work of addressing it. Bravo!
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Strategy and budget: Poor
It looks like you are struggling to get the results you need, either due to budget and/or strategy. And you're not alone - customer acquisition is harder than ever and it's tough out there.
If you're looking for ways to optimise your budget and shave some costs, check out this article, jam packed with ideas, including some quick wins. If you are looking for additional strategic support, have a look at AMPLIFY.
Strategy and budget: Good
It looks like you are delivering results, but perhaps not to the level you would like or need. And you're not alone - customer acquisition is harder than ever and it's tough out there. You recognise that there are areas for improvement and are open to ways to achieve this.
If you're looking for ways to optimise your budget and shave some costs, check out this article, jam packed with ideas, including some quick wins. If you are looking for additional strategic support, have a look at AMPLIFY.
Strategy and budget: Best
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Readiness for account-based strategy: Poor
It could be that you aren't quite ready for account-based marketing. To come to a better understanding of how and when ABM is suitable for a company check out these resources.
Have a look at this comprehensive ABM eBook, along with this article and this one. Our YouTube channel also dives into this topic.
Readiness for account-based strategy: Good
It looks like your company is prime for an ABM strategy. It could be that you're already making progress on this strategy or only just considering it. Either way, you might want to check out the following resources to help you optimise your journey. Check out this comprehensive ABM eBook, along with this article and this one. Our YouTube channel also dives into this topic.
Readiness for account-based strategy: Best
It feels like you guys have really nailed your understanding of account-based marketing. You could be ready to push the button or are already in the initial stages and are looking for confirmation of your strategy.
To give a true answer on this, we'd need to speak to you: feel free to book some time here. And in the meantime, check out these assets:
- This comprehensive ebook
- These articles here and here
- Our YouTube channel also dives into this topic
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Reporting and KPIs: Poor
There's a lot of data out there, and it can be a struggle to turn it into actionable insights that move the dial. It looks like you could use a boost in this area and we're here to help. Check out this resource as well as this one for recommended metrics you should be reporting on.
Our ARISE framework also comes with 144 pre-fitted KPIs across revenue teams to foment alignment and optimise your growth.
Reporting and KPIs: Good
There's a lot of data out there, and it can be a struggle to turn it into actionable insights that move the dial. It looks like you're only semi-confident in the reports, metrics and KPIs you're implementing at the moment. Check out this resource as well as this one for recommended metrics you should be reporting on.
Our ARISE framework also comes with 144 pre-fitted KPIs across revenue teams to foment alignment and optimise your growth.
Reporting and KPIs: Best
You're feeling confident in the reports, metrics and KPIs you're implementing at the moment - well done!
If you're looking to optimise across the entire revenue team, our ARISE framework also comes with 144 pre-fitted KPIs across Marketing, Sales and CS to foment alignment and growth.
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Technology: Poor
According to Gartner, marketers are only using about 42% of their martech's capabilities, down 16% since 2020. Here at BIAS we don't believe in more tech, we believe in the right tech. Your tech stack doesn't need to be big to be effective, but you absolutely do need to have one and it pays to be making the most of it. It looks like you have some work to do here.
We're a HubSpot agency, so many of our recommendations start there, however, the integrations and other platforms we utilise/suggest tend to work just as well on Salesforce, etc.
Here are some suggestions on how to build your tech stack (especially if you have a platform-led growth offering). Check out our top HubSpot integrations of 2023 here too. If you need help getting the most out of HubSpot, we can help with onboarding, implementation or a portal audit.
Technology: Good
According to Gartner, marketers are only using about 42% of their martech's capabilities, down 16% since 2020. It looks like you might fall into that category; you are somewhat satisfied with your tech stack but understand that it could be better and you could be getting more value out of it.
We're a HubSpot agency, so many of our recommendations start there, however, the integrations and other platforms we utilise/suggest tend to work just as well on Salesforce, etc.
Here are some suggestions on how to build your tech stack (especially if you have a platform-led growth offering). Check out our top HubSpot integrations of 2023 here too. If you need help getting the most out of HubSpot, we can help with onboarding, implementation or a portal audit.
Technology: Best
According to Gartner, marketers are only using about 42% of their martech's capabilities, down 16% since 2020. However, it looks like you have bucked this trend and have a tech stack that's working to its maximum (or almost) impact. This is great news!
Make sure you keep up the good work - check out the audit section of this article to build a process that helps keep your tech stack fully optimised and under control.
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Target audience: Poor
Understanding your target audience in-depth, as well as what essential jobs you can help them with to make their lives easier is vital to building your brand and customer acquisition. Buyer indifference is higher than ever and marketing budgets are being squeezed - so you have to ensure you're hitting the mark. It looks like you have a ways to go in identifying your target audience yet.
-Here's an article delving into the "why" behind buyer personas, and if you're finding the creation of them overwhelming, check out our workshop.
Target audience: Good
Understanding your target audience in-depth, as well as what essential jobs you can help them with to make their lives easier is vital to building your brand and customer acquisition. It looks like you may have started these tasks but aren't quite there yet in terms of completion.
-Here's an article delving into buyer personas, and if you're finding the creation of them overwhelming, check out our workshop.
Target audience: Best
Understanding your target audience in-depth, as well as what essential jobs you can help them with to make their lives easier is vital to your marketing success. It looks like you've completed (or nearly completed) these tasks. Bravo!
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Positioning and messaging: Poor
Showcasing how you change a potential customer's world and what makes you awesome at it is fundamental to your marketing success. What story are you telling both internally and to the world? Do they align? Are they outcome led instead of a list of features and benefits?
Here's a resource to help you get started.
Positioning and messaging: Good
Showcasing how you change a potential customer's world and what makes you awesome at it is fundamental to your marketing success. What story are you telling both internally and to the world? Do they align? Are they outcome led instead of a list of features and benefits? It looks like you've made a dent in these tasks. Keep going!
Here's an article that can help get you over the line.
Positioning and messaging: Best
Showcasing how you change a potential customer's world and what makes you awesome at it is fundamental to your marketing success. It looks like you're at the finishing line with these tasks. Keep up the good work!
Remember, this isn't a one-and-done exercise. Ensure you revisit this annually to stay in tuned with changes in your audience, market and competitor landscape.
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Sales enablement: Poor
Sales enablement sets your Sales team up for success, giving them the tools, tactics and collateral to sell more effectively. Despite its name, Marketing is very much involved in this process, particularly Product Marketing, working closely to create assets that help move the buyer down the funnel. With longer sales cycles the norm and the buying process no longer linear, sales enablement is a non-negotiable you will need to complete.
Here's an article with more information on the why - and check out this in-depth eBook to help you create the right assets.
Sales enablement: Good
Sales enablement sets your Sales team up for success, giving them the tools, tactics and collateral to sell more effectively. With longer sales cycles the norm and the buying process no longer linear, sales enablement is a non-negotiable in today's world. It looks like you've started this process, but keep going.
Here's an article with more information on the why - and check out this in-depth eBook to help you create the right assets.
Sales enablement: Best
Sales enablement sets your team up for success straight out the gate, giving them the tools, tactics and collateral to sell more effectively. It looks like you've created these - great job!
Don't forget to work closely with your product marketing function on this and collaborate with sales to understand how you might measure the effectiveness of your sales enablement materials over time. Great sales enablement is continually tested and tweaked to optimise for best results.
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Onboarding and retention marketing: Poor
Mapping out your buyer's journey and your customer experience from first touchpoint to post-sale helps reduce churn and shows you how you can delight your customers. The traditional marketing playbook has an over-focus on generating new customers instead of creating value for existing clients. That model doesn't work in today's world (don't take our word for it, Jon Miller of Demandbase who helped create it, says so himself).
According to McKinsey, businesses that prioritise retention add 20% growth without adding a single new customer, and therefore Marketing and Customer Success need to work closely to create that reality. Looks like you need to go back to fundamentals: check out our GTM playbook for more insights.
Onboarding and retention marketing: Good
Mapping out your buyer's journey and your customer experience from first touchpoint to post-sale helps reduce churn and shows you how you can delight your customers. The traditional marketing playbook has an over-focus on generating new customers instead of creating value for existing clients. That model doesn't work in today's world (don't take our word for it, Jon Miller of Demandbase who helped create it, says so himself).
According to McKinsey, businesses that prioritise retention add 20% growth without adding a single new customer, and therefore Marketing and Customer Success need to work closely to create that reality. You're clearly on your way to completing these tasks, so keep going. Check out this GTM playbook for more insights.
Onboarding and retention marketing: Best
Mapping out your buyer's journey and your customer experience from first touchpoint to post-sale helps reduce churn and shows you how you can delight your customers. You and the wider revenue team understand this and have made your onboarding experience and retention marketing a priority. Well done!
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Team resource and recruitment: Poor
Understanding your resources and capabilities to achieve your strategy is key to success. It looks like you have some work to do here. Acquiring customers and making noise in the market is only getting harder - ensure you know where your resource gaps are and how these need to filled. If you'd like to book a free consultation, you can find us here.
Team resource and recruitment: Good
Understanding your resources and capabilities to achieve your strategy is key to success. It looks like you've made progress here - keep going! Acquiring customers and making noise in the market is only getting harder - ensure you know where your resource gaps are and how these need to filled. If you'd like to book a free consultation, you can find us here.
Team resource and recruitment: Best
It looks like you understand your resources, capabilities and what you gaps you need to fill (and how) to achieve your goals in 2024. Bravo - you are setting yourself up to win!
Overview: Poor
Your self-assessment
This graph over the page shows the average ratings you gave yourself across the 10 dimensions of the marketing assessment by Digital BIAS.
Overview: Good
Your self-assessment
This graph over the page shows the average ratings you gave yourself across the 10 dimensions of the marketing assessment by Digital BIAS.
Overview: Best
Your self-assessment
This graph over the page shows the average ratings you gave yourself across the 10 dimensions of the marketing assessment by Digital BIAS.
Overview
Your self-assessment
This graph over the page shows the average ratings you gave yourself across the 10 dimensions of the marketing assessment by Digital BIAS.
