Where does your marketing actually stand?

A short check of how clearly you define who you serve and the problems you solve — and how consistently that message is used.

• A. We haven't clearly defined who we're for or what pains we solve.
• B. We have rough personas, but they're guesses.
• C. We've defined our ideal customers and their top pains.
• D. We validated our ICP and messages with real wins/losses.
• E. We tailor messages by segment and keep a simple "message library" the team uses.

Looks at how clearly your value is packaged so buyers understand what they get and why it works.

• A. We sell broad "services," not a clear offer.
• B. We have basic packages but they're generic.
• C. We have a clear core offer with proof it works.
• D. We adjust offers by segment and problem.
• E. We regularly test and refine offers and see strong uptake on additional services.

Can you tell which channels, campaigns, or content are actually driving leads and revenue?

• A. Not really — we don't have reliable tracking in place.
• B. We have Google Analytics but we rarely look at it.
• C. We track traffic and leads and can see which sources are working.
• D. We can see the full picture — not just the last click, but the full path to conversion.
• E. We trust our data completely and make decisions from it.

Marketing that happens when someone has time isn't a system. How structured is yours?

• A. It's ad hoc — we publish or post when we can.
• B. We try to plan monthly but it often slips.
• C. We publish consistently and review results every week.
• D. We run on a clear weekly rhythm with defined ownership.
• E. We have automation handling the routine, and a weekly review to improve what matters.

Looks at how you create, quality-check, and reuse content so it builds value over time.

• A. We post sporadically.
• B. We have a calendar but miss deadlines.
• C. We use briefs and ship consistently.
• D. We have a clear process with owners and quality checks.
• E. Our content builds on itself and actively supports pipeline.

Checks whether paid channels are managed as a learning and growth system.

• A. We don't run paid.
• B. We boost things occasionally.
• C. We keep a small, always-on test budget.
• D. We run structured experiments with clear learning goals.
• E. We manage a portfolio with cost-per-acquisition guardrails.

What happens to someone who shows interest but isn't ready to buy yet?

• A. Nothing — we don't really follow up unless they contact us.
• B. They get a welcome email and then silence.
• C. We send relevant content based on what they're interested in.
• D. We reach out based on what they actually do — pages visited, content downloaded, links clicked.
• E. Our follow-up is tied to revenue — we know what sequences drive conversions and at what value.

Your website gets traffic. How much of it actually converts into inquiries or sales?

• A. We haven't really looked at this.
• B. We made a few changes once, based on gut feeling.
• C. We test things regularly and track what improves results.
• D. We have an ongoing process — ideas, tests, results reviewed on a cadence.
• E. We personalise the experience based on who's visiting and where they came from.

How well does your marketing connect to actual revenue outcomes?

• A. Marketing and sales operate independently — little to no overlap.
• B. We sync occasionally but there's no real structure.
• C. We have shared definitions of what a good lead looks like and review together regularly.
• D. We track pipeline influence and review marketing's contribution to revenue.
• E. Marketing and revenue share targets with a closed feedback loop — we know what's working and why.

Looks at how clearly you show results, stories, and credibility where buyers need it.

• A. We have a few testimonials.
• B. We have some quotes scattered around.
• C. We show case study highlights on key pages.
• D. We have full case studies with numbers.
• E. We keep proof fresh — client logos, vertical stories, results by sector.

When potential clients search for answers to problems you solve — do they find you?

• A. We haven't thought about this.
• B. We have a few FAQs on the site but nothing structured.
• C. Our key pages answer the main questions buyers actually ask.
• D. We research what buyers search for and build content around it.
• E. We track which questions we own and actively close the gaps.

Assesses how you capture lessons, decide, and carry wins forward.

• A. We don't capture learnings.
• B. We have ad-hoc notes.
• C. We keep a weekly learnings doc.
• D. We document decisions and the thinking behind them, then act on results.
• E. We keep a clean archive and build on wins.