This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here: http://flevy.com/browse/business-document/gap-analysis-tool-320 Examining your current situation, proposing a new situation, and evaluating the gaps between the two, is central to any effective business process or change. This tool is used analyze your organization's current state, propose an improved future state, and identify gaps that need to be resolved. This tool provides tabs & examples for: Strategic Planning, Business Data, Customer Relationship Management, Demand Generation, Sales, Marketing Performance Measurement, Market Research, Organizational Development, Human Resources. What are Common Sales & Marketing Gaps? * Strategic Planning & Governance ? do you have a prioritization process? * Business Data & Information Assets ? do you have access to metrics? * Customer Relationship Management ? is your CRM system limited? * Demand Generation ? do you conduct lead scoring or lead nurturing? * Sales ? are you conducting key account strategic planning currently? * Performance Measurement ? how well does your company measure? * Market Intelligence & Research ? do you know your market share? * Organizational Development ? are your training programs up-to-date? * Human Resources ? are you conducting skills assessments? Key benefits of this tool: * Provides a structured analysis framework * Documents target items, current/goal state, timeline & action items * Common analysis framework taught in MBA strategy classes * Gives you examples of target items to address * Great team-building exercise

1. GAP Analysis Template
Instructions
1. Use the tabs at the bottom of this spreadsheet to analyze & resolve GAPs for each competency area
2. Under the "Target" column, define the business gap that needs to be resolved (examples are provided)
3. Under the "Current State" and "Goal State" columns, document the size of the gap
4. Provide a realistic "Timeline" for resolving this business gap
5. Identify "Actions Items" that will resolve the gap within the timeline

2. GAP Analysis Template
Strategic Planning
GAP
Target Item
Current State
Goal State
Timeline
Action Items
1
Prioritization
Ad hoc prioritization
Quarterly Exercise
Q1 2012
Develop prioritization framework
2
Formal Planning
Informal planning
Quarterly Exercise
Q1 2012
Standardize planning methodology
3
Governance
Minimal oversight
Steering Committee
Q2 2012
Create Charter, build committee
4
5
6
7
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10
11
12
13
14
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3. GAP Analysis Template
Business Data & Information Assets
GAP
Target Item
Current State
1
Customer Data
Difficult to Access
Dashboard in place
Q3 2012
Identify data needs, build dashboard
2
Retention Rates
Unknown
Reviewed Quarterly
Q2 2012
Build data mart & reporting tools
Not Centralized or Visible
Web based and Real
Time
Q3 2012
Build Collaboration System
3
4
5
6
7
8
9
10
11
12
13
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Project Data
Goal State
Timeline
Action Items

4. GAP Analysis Template
Customer Relationship Management
GAP
Target Item
Current State
Goal State
Timeline
Action Items
1
Customer Service Calls
Not Done Frequently
Monthly Calls
Q1 2012
Create Customer Lifecycle Process & Schedule Tasks
2
Customer Self-Service
Not Available
Online Customer Portal
Q2 2012
Evaluate Vendor Solutions and Customer Requirements
3
Service Level Agreement
Not Defined
Defined and Distributed
Q3 2012
Draft Service Level Agreement and Send to Customers
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5
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5. GAP Analysis Template
Demand Generation
GAP
1
Target Item
Lead Generation Strategy
Current State
Not Integrated &
Measured
2
Lead Scoring
Not Scored for Quality
3
Online & Search
Marketing
No Pay Per Click
Campaigns
4
5
6
7
8
9
10
11
12
13
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Goal State
Defined and Measured
Lead Score Scaling
System
Steady Stream of Web
Leads
Timeline
Action Items
Q1 2012
Develop Lead Generation Scorecard and establish KPIs
Q2 2012
Research Lead Scoring Best Practices & Automation
Tools
Q3 2012
Test Google AdWords Campaign and Measure ROI

6. GAP Analysis Template
Sales
GAP
Target Item
Current State
Goal State
Timeline
1
Sales Training
No Formal Methodology
Adopt SPIN Selling
Method
2
Key Account Planning
Not Being Completed
Account Plans for Top 25
Q2 2012
Not Tracked
Daily Productivity
Reports
Q3 2012
3
4
5
6
7
8
9
10
11
12
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Productivity Metrics
Q1 2012
Action Items
Attend SPIN Selling Workshop & Distribute Book to Sales
Team
Conduct Account Scoring Exercise & Key Account
Planning
Create Daily Productivity Report and Measure Statistics

7. GAP Analysis Template
Performance Measurement
GAP
Target Item
Current State
1
Campaign Metrics
2
Dashboards &
Scorecards
No Systems in Place
3
Website Analytics
Available but not used
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Not Captured or Defined
Goal State
KPIs Defined & Reported
KPIs Visualized &
Monitored
Weekly Reporting
Schedule
Timeline
Q1 2012
Q2 2012
Q1 2012
Action Items
Research Marketing Campaign Management Solutions
Conduct Dashboard Readiness Assessment & Budget for
2009
Implement Google Analytics and Schedule
Reporting/Analysis

8. GAP Analysis Template
Market Research
GAP
Target Item
1
Market Share
Unknown
Quarterly Report
2
Market Requirements
Minimal Input from
Customers
3
Market Research Process
Not Defined
Monthly Focus Group
Session
Standardized
Process/Reports
4
5
6
7
8
9
10
11
12
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Current State
Goal State
Timeline
Action Items
Q1 2012
Partner with Market Research Firm for our Industry
Q2 2012
Research Focus Group providers and schedule first
session
Q1 2012
Learn Best Practices and create research project template

9. GAP Analysis Template
Organizational Development
GAP
1
2
3
4
5
6
7
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10
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Target Item
Knowledge Management
Training New Sales
Recruits
Return on Investment
Policy
Current State
No Best Practices in
Place
Not Ramping up Quickly
Not Defined
Goal State
Best Practices on
Intranet
First Sales within 1st
Month
Standard Payback Period
Timeline
Action Items
Q1 2012
Update each section of Intranet to include Best Practices
Q2 2012
Analyze & Improve Training Materials and Schedule
Q1 2012
Work with Accounting to set hurdle rate for payback
period

10. GAP Analysis Template
Human Resources
GAP
1
Target Item
Hiring Process
Current State
Informal
Questions/Evaluation
2
Skills Assessments
Never Been Completed
3
Performance Reviews
Completed Rarely
4
5
6
7
8
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10
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Goal State
Stardardize Evaluations
Inventory Department
Skills
Tied to KPIs &
Compensation
Timeline
Action Items
Q1 2012
Create Interview Questions & Evaluation Tools
Q2 2012
Use Marketing Skills Matrix to identify gaps in skill sets
Q1 2012
Improve Performance Review tools and process

11. GAP Analysis Template
Systems & Technology
GAP
Target Item
Current State
Goal State
Timeline
Action Items
1
CRM
Contact Database
Integrated Enterprise
System
2
Campaign Management
No Measurement
KPIs for all campaigns
Q2 2012
Implement Campaign Management system
3
Content Management
System
Outsourced Web
Updated
Bring Management inhouse
Q1 2012
Assess CMS vendors, select system, train internal staff
4
5
6
7
8
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10
11
12
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25
Q1 2012
Review business processes, select system, data migration

12. GAP Analysis Template
Product Management
GAP
Target Item
Current State
Goal State
Timeline
Action Items
Q1 2012
Select toolset and set policy for development process
1
Prod. Dev. Process
Ad Hoc
Standardized
Methodology
2
Feature Prioritization
Not being completed
Quarterly Prioritization
Q2 2012
Create product feature prioritization tool & process
Un-coordinated effort
Standard Launch
Procedure
Q1 2012
Develop Product Launch checklist and enforce adoption
3
4
5
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Product Launch