Marketing Automation Maturity Assessment

Part-1 | Lead Flow Automation

It is very important that you create an effective lead flow process to take advantage of this influx of potential customers. In this section let’s evaluate your lead flow automation.

How do you manage leads from different channels that may be the right target or engaged with you? *

100 percent of our leads are captured and automatically synch with our marketing automation system.

Most of our leads are captured and synched with our marketing automation system and only a small part uploaded manually.

We still have a lot of our leads being uploaded manually in the automation system periodically.

Do you have your process to identify hot leads at the top of the funnel that requires immediate follow up by sales? *

Yes, we have an automated process, and our lead attack time is less than 1 hour.

Yes, we have a defined process, but our lead attack time is more than 1 hour.

We wish we had a process to identify hot leads and route them for immediate sales follow up.

How are cold or warm leads from the top of the funnel managed and followed-up on? *

We have set rules to identify cold and warm leads. They have well-defined nurture paths

All leads that are not hot are treated the same and follow a standard nurture path.

We do not have a process to identify Hot, warm, and cold leads, and all leads are treated equally.

Part-2 | Lead Quality Management

Without a lead quality management system in place, sales can find themselves wasting their time in pursuing unqualified leads and letting sales-ready leads slip through the cracks. Let’s see how well equipped you are for managing the lead quality in your marketing automation system.

How do you define your leads which are ready to go to sales? *

We have well established automated lead scoring and grading model that is accurate, and sales love it.

We have a scoring mode, l but it is not perfect and often a point of contention with sales.

We don’t have any automated lead scoring and grading model and often do it manually.

What do you do with the leads which aren’t closed by sales as expected? *

We recycle them back into marketing funnel for further nurturing based on final disposition from sales.

Sales may be following up with them again, but marketing doesn’t have any plan to recycle leads.

We just leave them alone or delete them from our instance.

How often do you revisit and how do you refine your lead scoring and grading models? *

We review sales results and refine our scoring models at least once a year based on data and sales feedback

We have not revisited our lead scoring model in over 1 year

We do not have a scoring model so no never have to revisit it

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Part-1 | Lead Flow Automation

How do you manage leads from different channels that may be the right target or engaged with you? *

Do you have your process to identify hot leads at the top of the funnel that requires immediate follow up by sales? *

How are cold or warm leads from the top of the funnel managed and followed-up on? *

Part-2 | Lead Quality Management

How do you define your leads which are ready to go to sales? *

What do you do with the leads which aren’t closed by sales as expected? *

How often do you revisit and how do you refine your lead scoring and grading models? *

Part-3 | Sales and Marketing Funnel Optimization

How do you personalize your content assets to drive efficient engagements? *

How do you look at where your most profitable leads are coming from or the areas that are most conducive to driving conversions? *

Do you have well-defined content pieces for every stage of the sales and marketing funnel? *

Once sales have converted a lead to opportunity and are trying to close the deal, how does marketing support them? *

Part-4 | Full Funnel Reporting & Analytics

If your CEO asks for your top-performing Lead Source, you would: *

How do you measure your marketing ROI with reference to the closed business and revenue generated? *

How well is your sales and marketing process integrated? *

How sophisticated are you in your marketing analytics and reports? *