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1. Recommendations
Marketing Automation Success Drivers Scores Recommendations
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
Email Marketing Systems 5 0
Dynamic Variable Insertion 5 0
Centralized Contact List 4 0
De-duplication 4 0
Offline Advertising Results Measurement 5 0
Marketing List Size & Quality 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
Incomplete Form Data Capture 2 Detemine if your web forms have the ability to capture partial completions.

2. 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.
Ensure that lead source is captured in your CRM system to track ROI from Paid
Total Web Traffic Analytics & Reporting 2 Search.
Ask your I/T department if they can generate reports for search queries on your
Search Query Monitoring 2 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.
CRM & Marketing Systems Integration
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.

3. Marketing Automation Maturity Assessment
Instructions
1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.
Ranking Scale
1 - Strongly Disagree
2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.
2 - Disagree
3. Check the "Results" tab to identify your current/goal state in each category.
3 - Moderately Agree
4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.
4 - Agree
5 - Strongly Agree

4. Weighting
Customize this tool by changing the weighting scale for each assessment category.
Campaign
Marketing Automation Direct & Database Conversion & Analytics, SEO & CRM & Marketing
& Lead Management Management Landing Pages Paid Search Systems Integration
Measurement & Total
Reporting
25% 10% 15% 10% 20% 20% 100%

5. Self Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.
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
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

6. 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. 4
Direct Mail & Advertising Campaigns are accurately measured based on (800) number calls, or microsites. 5
We have a number of effective list building programs, and are happy with the size of our marketing database. 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
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

7. 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
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

8. 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
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

9. Marketing Automation Assessment Criteria Score Marketing Automation Maturity Index
Marketing Automation & Lead Management 2.8
Marketing Automation
& Lead Management
5.0
Direct & Database Management 4.5 4.0
Campaign 3.0 Direct & Database
Measurement &
Conversion & Landing Pages 2.3 Reporting 2.0
Management
1.0
Analytics, SEO & Paid Search 1.7 0.0
CRM & Marketing Systems Integration 1.8 CRM & Marketing Conversion & Landing
Systems Integration Pages
Campaign Measurement & Reporting 2.8
Analytics, SEO & Paid
Search
Weighted Maturity Score (out of 5) 2.60