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1. Lead Generation Maturity Assessment
Lead Generation Success Drivers Scores Recommendations
Strategy, Process & Skills
Lead Generation Strategy (objectives, initiatives, targets, measures) 3 Use a Lead Generation Strategy Scorecard to gain approval from senior management.
Program Prioritization 2 Prioritize projects quarterly to evaluate fit, feasibility, and business value.
Process Definition 3 Use a Lead Acquisition Model to document lead generation processes.
KPI Tracking & Measurement 4 0
Skills & Resources to Execute 1 Determine skill/resources gaps and hire or outsource as required.
Marketing Automation & Lead Management
Lead Scoring 2 Build a Lead Scoring Index to rank leads based on profile & activity.
Lead Nurturing 5 0
Lead Assignment 3 Establish a lead assignment business rule and automate this process if possible.
Lead Alerts for Sales Reps 1 Research vendors who can provide 'hot lead on website' sales alerts.
Auto-Response Messaging 2 Write auto-response messages that can be automatically delivered to web visitors.
Automation Rules 4 0
Direct & Database Management

2. Email Marketing Systems 5 0
Dynamic Variable Insertion 5 0
Centralized Contact List 4 0
De-duplication 2 Evaluate data de-duplication applications that can integrate with your CRM system.
Offline Advertising Results Measurement 3 Set up unique 800 numbers or microsites to track offline campaign results.
Marketing List Size & Quality 4 0
Website, Blog & Community
Website Effectiveness 3 Leverage your website's ability to communicate with key stakeholders 24/7.
Competitive Website Ranking 1 Conduct a Competitive Website Analysis to rank your site with your competitors.
Web Marketing Strategy 4 0
Blog 5 0
Customer Support Forum or Community 1 Consider using an online customer support portal or forum to save on support costs.
Website Usability 4 0
Conversion & Landing Pages
Webform Management 3 Integrate your website forms with your marketing or CRM system.
Microsites 1 Research how microsites and personal URLs (PURLs) can improve conversions.
Landing Pages 4 0

3. Incomplete Form Data Capture 2 Detemine if your web forms have the ability to capture partial completions.
Blocking of Personal Email Addresses 1 Use a form engine to block free, non-work email addresses.
Form Customization & Progressive Profiling 3 Research progressive profiling as a techniques to gather incremental information.
Analytics, SEO & Paid Search
Individual User Web Analytics 1 Use a marketing automation system to gain insight into individual web visitor stats.
Daily Web Visitor Reports 1 Configure automation rules to send website visitor activity reports to Sales reps.
Total Web Traffic Analytics & Reporting 2 Ensure that lead source is captured in your CRM system to track ROI from Paid Search.
Search Query Monitoring 2 Ask your I/T department if they can generate reports for search queries on your website.
Blocking of Personal Email Addresses 2 Use a web analytics solution to identify unregistered users by their IP address.
Reverse IP Lookup (WHOIS) 2 Perform a keyword analysis exercise to determine your natural SEO rankings.
Associations, Partnerships & Channels
Associations & Networking 4 0
Partnership Program 3 Develop a parntership program that is formalized and aligned with business objectives.
Partnership Lead Tracking 4 0
Channel Marketing Support 2 Examine existing channel support programs and materials and revise if necessary.
Strategic Partnerships Formed 4 0
CRM & Marketing Systems Integration

4. CRM/Marketing Systems Integration 3 Determine if your CRM & Marketing systems can be integrated and at what cost.
Lead Source Required Field 2 Customize your CRM system to ensure that "Lead Source" is a required field.
Prospect Activities Viewable in CRM 1 Integrate your marketing automation system with your CRM to provide more visibility.
Lead Pulling from Sales to Re-Qualify 1 Assess 'stalled' opportunities with sales management and pull back from sales reps.
Lead Score/Grade Field Viewable in CRM 2 Work to integrate lead scoring/grading processes into your CRM system.
Campaign Measurement & Reporting
KPI Identification & Tracking 4 0
Ability to Measure ROI 2 Audit gaps in your reporting process to determine how to close the loop.
Benchmarks for Key Metrics 2 Collect metrics to set benchmarks and measure improvements over time.
Closed Loop Reporting 3 Run reports on total campaign costs and revenue generated to determine ROI.
Marketing Dashboard 3 Build a simple marketing dashboard to provide visibility to senior management.

5. Weighting
Customize this tool by changing the weighting scale for each assessment category.
Weighting Scale
Marketing CRM &
Strategy, Direct & Conversion & Analytics, Associations, Campaign
Automation & Website, Blog Marketing
Process &
Lead
Database
& Community
Landing SEO & Paid Partnerships
Systems
Measurement Total
Skills Management Pages Search & Channels & Reporting
Management Integration
20% 15% 5% 0% 10% 10% 20% 10% 10% 100%

6. Self Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.
Strategy, Process & Skills
Description of Best Practices Score Notes/Comments
Our lead generation strategy is documented in a clear, concise fashion, and approved by the CEO. 3
Lead Generation programs are prioritized on a regular basis to ensure proper allocation of resources. 2
Lead Generation processes are defined, repeatable, measured, and managed diligently. 3
Senior Management clearly understand Mobile Marketing and how it can benefit the business. 4
We have the required skills internally to implement our lead generation strategy. 1
Marketing Automation & Lead Management
Description of Best Practices Score Notes/Comments
Leads are scored for quality based on explicit prospect profile criteria and implicit buying behaviors.. 2
Leads are nurtured with drip marketing campaigns to align purchasing and sales cycles. 5
Prospects are automatically routed to the appropriate sales person based on lead assignment rules. 3

7. Prospects are automatically routed to the appropriate sales person based on lead assignment rules. 3
Sales people are alerted when prospects give a buying signal (visit website, whitepaper download, etc).` 1
Auto-responder emails are sent when a prospect interacts with your website (completes a form, etc). 2
Automation rules are in place to streamline and automate key marketing processes and communications. 4
Direct & Database Management
Description of Best Practices Score Notes/Comments
Email marketing campaigns can be executed with links that track prospect activities (opens, click-through). 5
Dynamic variables such as prospect name can be automatically inserted into email marketing campaigns. 5
Marketing contact lists can be created, imported, stored, and updated in centralized database. 4
De-duplication of prospects and customers is automated based on unique identifier such as email address. 2
Direct Mail & Advertising Campaigns are accurately measured based on (800) number calls, or microsites. 3
We have a number of effective list building programs, and are happy with the size of our marketing database. 4

8. Website, Blog & Community
Description of Best Practices Score Notes/Comments
Our website is the focal point of our lead generation strategy and communicates our brand effectively. 3
We have compared our website with competitors, and our website provides a competitive advantage. 1
We have a clearly defined web marketing strategy with goals, objectives, measures, and targets. 4
Customers can interact with our organization via a blog that keeps our website content fresh. 5
We have launched an online customer community (forum) application to promote self-service. 1
Our website is simple to use and has clear navigation paths. 4
Conversion & Landing Pages
Description of Best Practices Score Notes/Comments
Webforms can be created directly by marketing to convert prospects into registered, qualified leads. 3
Microsites are used to track leads generated from Direct Mail, Advertising, or other offline campaigns. 1
We have designed unique landing pages to optimize conversion rates for paid search and online ads. 4

9. We have designed unique landing pages to optimize conversion rates for paid search and online ads. 4
Data can be captured from web forms that have not been fully completed/submitted by website visitors. 2
Forms can block invalid/free email addresses (hotmail, yahoo, gmail, etc) to increase contact rate. 1
Form fields can be customized and set up to capture additional information during subsequent web visits. 3
Analytics, SEO & Paid Search
Description of Best Practices Score Notes/Comments
Individual visitor website activity is tracked for both registered and unregistered prospects and customers. 1
Daily website visitor activity reports are automatically generated and sent to sales & marketing users. 1
Paid/Organic Search traffic is tracked and compared with actual revenue generated to measure ROI. 2
Internal website search queries are tracked and tied to individual prospect and customer activity history. 2
Unregistered/non-converted website visitors are identified by WHOIS database to determine company name. 2
We show up in the top 1-2 pages of search results for our top keywords. 2
Associations, Partnerships & Channels

10. Description of Best Practices Score Notes/Comments
We have joined all relevant associations for our industry and regularly network with our affiliates. 4
Our Partnership Program is clearly documented and aligns with our strategic objectives. 3
We can monitor the amount of leads/business that is coming in from each channel partner. 4
Channel marketing efforts are well supported with documentation, sales training, and product support. 2
Strategic partnerships have been formed to provide our customers with additional value & resources. 4
CRM & Marketing Systems Integration
Description of Best Practices Score Notes/Comments
CRM and marketing systems (email, marketing automation, direct mail, advertising, etc) are integrated. 3
Lead source is a required field in our CRM system to ensure we can measure marketing program ROI. 2
Prospect activities (website pageviews, email opens, downloads) can be easily viewed in CRM system. 1
Leads that are not actively pursued by sales after 60 days can be pulled from CRM system and re-nurtured. 1
Lead Score/Grade field is automatically populated & updated in CRM system contact records. 2

11. Lead Score/Grade field is automatically populated & updated in CRM system contact records. 2
Campaign Measurement & Reporting
Description of Best Practices Score Notes/Comments
Key Performance Indicators for marketing programs are identified prior to campaign execution. 4
We are able to determine revenue generated and return on investment for all marketing programs. 2
Benchmarks are in place for key marketing metrics (campaign metrics, cost/lead, ROI, retention rates, etc). 2
Our lead generation systems integrate with our CRM system to tie costs to opportunities won (ROI). 3
We have a markteing dashboard in place to communicate marketing metrics with senior management. 3

12. Lead Generation Assessment Criteria Score Lead Generation Maturity Index
Strategy, Process &
Strategy, Process & Skills 2.6 Skills
5.0
Marketing Automation & Lead Management 2.8 Campaign Marketing
Measurement & 4.0 Automation & Lead
Reporting Management
Direct & Database Management 3.8 3.0
Website, Blog & Community 3.0 2.0
CRM & Marketing 1.0 Direct & Database
Conversion & Landing Pages 2.3 Systems Integration Management
0.0
Analytics, SEO & Paid Search 1.7
Associations, Partnerships & Channels 3.4 Associations,
Website, Blog &
Partnerships &
Community
CRM & Marketing Systems Integration 1.8 Channels
Campaign Measurement & Reporting 2.8
Analytics, SEO & Conversion &
Paid Search Landing Pages
Weighted Readiness Score (out of 100) 53