Marketing effectiveness is driving profitable growth, building your brand, and executing effectively and efficiently. While this sounds simple, once you dig a little, it’s hard to know what actions you can take to increase your effectiveness. Our focus is building our clients’ marketing confidence and capability, so we develop a framework to help.
We researched and pulled from our decades of experience to develop five key drivers of marketing effectiveness. These help us identify opportunities for increasing effectiveness and create practical road maps that will enable you to progress. We offer a marketing effectiveness self-assessment survey so our clients can provide their input and together we can align on priorities to increase marketing effectiveness.
Marketing effectiveness is driving profitable growth, building your brand, and executing effectively and efficiently. While this sounds simple, once you dig a little, it’s hard to know what actions you can take to increase your effectiveness. Our focus is building our clients’ marketing confidence and capability, so we develop a framework to help.
We researched and pulled from our decades of experience to develop five key drivers of marketing effectiveness. These help us identify opportunities for increasing effectiveness and create practical road maps that will enable you to progress. We offer a marketing effectiveness self-assessment survey so our clients can provide their input and together we can align on priorities to increase marketing effectiveness.
The following five drivers help us understand your organization’s marketing effectiveness:
Your Brand is distinctive in your market and to your Ideal Target. It’s also known, understood, and considered in organizational decision making.
Your Ideal Target and market (industry/vertical) priorities are defined. You use these to direct sales and marketing, and consider them in organizational decision making.
Your Ideal Target and market (industry/vertical) priorities are defined. You use these to direct sales and marketing, and consider them in organizational decision making.
You communicate with your current customers cohesively and consistently over time.
You have a person leading marketing (without other responsibilities) who is a key member of the leadership team. Your marketing roles and responsibilities are defined and marketing is integrated with others in the organization.
Each of these drivers is assessed based on your team’s current approach, with an Effectiveness Level that ranges from Not Effective to Very Effective for each driver.
To help us understand your starting point with marketing, take our Self-Assessment Survey by answering the questions below the best you can.
There are no wrong answers, so don’t think too much about your responses.
Example survey results
Based on your survey results, we’ll provide specific actions you can take from each of the five drivers to increase your marketing effectiveness.
If you’re wondering what success looks like, here’s how we define “Very Effective” for each driver:
Everyone at the company knows and articulates why the brand exists, who the ideal target is, and what makes the brand different and better. Messaging is clear and consistent.
Your organization has deep insights about your customer’s goals, pain points, and journey, and you use those insights to drive your marketing decisions.
Your marketing plan is clearly linked to business goals, visible across the organization, and regularly adjusted based on KPIs and performance.
Your leadership team is aligned on marketing priorities. Marketing and other departments work together, and everyone understands marketing’s role and value in achieving business goals.
You deliver the right messages to the right audience in the right way. Communication channels and tactics are clearly mapped to the customer journey.
If you’d like to talk about your results or see how CMO-OnLoan helps teams improve effectiveness over time, just reach out.
amy@cmo-onloan.com
513.315.1529