Marketing Audit - 360 Performance Assessment

place your company's log here MARKETING, COMMUNICATION and DISTRIBUTION CHANNELS
The marketing pulse | Diagnostic Survey period: to
Results sheet Number of respondents:
IMPACT 3 IMPACT 2 IMPACT 2 IMPACT 2 IMPACT 2 IMPACT 2 IMPACT 2 IMPACT 2
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
EFFECTIVENESS 2 EFFECTIVENESS 3 EFFECTIVENESS 3 EFFECTIVENESS 2 EFFECTIVENESS 3 EFFECTIVENESS 3 EFFECTIVENESS 2 EFFECTIVENESS 3
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Attribute Grading
Current Effectiveness Potential Impact
5= Superior We do this regularly, systematically, and with continuous improvement. If performed to the highest standard,
the impact of this attribute on our firm would be the following: IMPACT 2
4= Strong We do this regularly and systematically. 1 2 3 4 5
5 = Very High 3 = Moderate EFFECTIVENESS 2
IMPACT 3 3= Adequate We do this regularly but in an ad hoc manner, or irregularly, yet systematically. 1 2 3 4 5
1 2 3 4 5 4 = High 2 = Low
EFFECTIVENESS 3 2= Marginal We do this irregularly and in an ad hoc manner.
1 2 3 4 5 1 = No Impact
1= Weak We do not do this at all.
IMPACT 2
1 2 3 4 5
EFFECTIVENESS 2
1 2 3 4 5
IMPACT 3
1 2 3 4 5
EFFECTIVENESS 3
1 2 3 4 5
IMPACT 4
1 2 3 4 5
EFFECTIVENESS 4
1 2 3 4 5
IMPACT 2
1 2 3 4 5
EFFECTIVENESS 3
1 2 3 4 5
IMPACT 4
1 2 3 4 5
EFFECTIVENESS 4
1 2 3 4 5
IMPACT 3 IMPACT 4 IMPACT 4 IMPACT 5 IMPACT 5 IMPACT 4 IMPACT 4 IMPACT 4
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
EFFECTIVENESS 3 EFFECTIVENESS 5 EFFECTIVENESS 3 EFFECTIVENESS 5 EFFECTIVENESS 4 EFFECTIVENESS 2 EFFECTIVENESS 4 EFFECTIVENESS 4
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Straligence. Inspired by the Executive Board, Anatomy of a world class marketing organization, https://www.marketingleadershiproundtable.com/MarketingForum/anatomy/default.aspx
Aggregated results for our department | Our strenghts and weaknesses
We evaluate opportunities to leverage
our brands based on their own growth
potential and also on their ability to
strengthen the core brand in the long
term.
Customer Understanding
We possess a holistic understanding of
our customers’ needs, and the relative
priority of those needs, across the
entire purchase and use cycle.
Experience Management
We understand the critical elements
of the customer experience and track
operational metrics for each.
We provide useful tools, collateral and
selected training that measurably
increases the productivity of our sales
force.
We clearly articulate what
differentiates our products/services
from those of our competitors and
effectively communicate these
differentiators in all marketing efforts.
Media Mix Selection
BuildingMarketingCommunicationsCampaigns
Lead GenerationSales Support
We know what drives growth in our
market and in our customers’
markets. We consistently recognize
meaningful trends before our
competitors do.
Defining Brand Strategy / Managing the Brand
Talent Management
MODERATE
We adjust competency requirements
as the marketing environment
changes and clarify performance
expectations based on that model.
POTENTIAL
IMPACT
Improvement
Priorities
ManagingtheMarketingFunction
HIGHVERYHIGH
We carefully track (and report to
senior executives) a small set of
metrics that clearly demonstrate
Marketing’s contribution to corporate
goals.
Zone of Improvement
Maket Assessment Competitive Positioning
We can articulate what differentiates
our products/ services from those of
our competitors and communicate
these in our marketing efforts.
Customer Segmentation
Our methodology(ies) is/ are tailored
to our specific objectives, clearly
communicated throughout the
company, and actionable.
Brand Development
We have a clear understanding of our
brand’s differentiating attributes,
which we express in simple-to-explain
terms.
Brand Leverage & Extension Portfolio ManagementPlanning
Our marketing plan is created based
on a clear understanding of the
highest-impact customer priorities
and is highly adaptable to changing
market dynamics.
New Product Development
UnderstandingandManagingCustomers
We systematically re-balance
investments across various
brands/product lines/SKUs in order to
focus on those with the highest
potential for growth and not being
afraid to shed under performing parts.
We incorporate the customer voice
into the NPD process; product
development resources are never
committed without this early input.
Developing Marketing Strategy / Planning
We implement marketing campaigns
within predetermined timeframes and
budgets, as well as tracking the
performance of efforts to enhance
future campaigns.
We consistently and effectively
allocate media spending based on a
clear understanding of the returns on
investment from each of the different
elements in the mix.
Message Development
We create clear and compelling
messages that resonate with a target
customer segment.
Campaign Management
We develop stakeholder support and
boost employee engagement for firm
activities through an effective and
directed communications strategy.
PricingExternal CommunicationInternal Communication Channel ManagementCorporate Image
We create clear and consistently
articulated messages that support the
company's business interests to
external stakeholders - including the
media, financial analysts,
shareholders, government agencies,
and community groups.
We define the reputation for the firm
based on values that accentuate its
strengths and capabilities, and embed
those values into all functions across
the organization.
We price such that we know we are
achieving the maximum value possible
from our market.
We manage product/service flows
across channels in a (longterm) profit-
maximizing manner. We effectively
tailor incentives to drive desired
behaviors.
Measuring Performance
Communicating Corporate Messages
WEAK MARGINAL
NOIMPACTLOW
CURRENT EFFECTIVENESS
Executing Sales / Sales Support Activities
Marketing Role Definition
ADEQUATE STRONG SUPERIOR
Zone of Excellence
We know which Marketing processes
should be leading versus supporting
and where we should be integrating
more closely with peer functions.
1 2 3 4 5 6 7 8
23
9
22
10
21
19 18 17 16 15 14
11
12
1320

MARKETING, COMMUNICATION and DISTRIBUTION CHANNELS
<place your company's log here>
The marketing pulse | Diagnostic
Questionnaire
<Introductory Message>
Current Effectiveness Potential Impact
5 Superior
4 Strong 5 Very High
4 High
3 Adequate
3 Moderate
2 Marginal 2 Low
1 No Impact
1 Weak
1 
Developing Marketing Strategy / Planning 1 
1 Market Assessment
IMPACT: 1 
EFFECTIVENESS: 1 
2 Competitive Positioning
IMPACT: 
EFFECTIVENESS: 
3 Planning
4 New Product Development
We do this regularly, systematically,
and with continuous improvement.
Our marketing plan is created based on a clear understanding of the highest-
impact customer priorities and is highly adaptable to changing market dynamics.
We can articulate what differentiates our products/ services from those of our
competitors and communicate these in our marketing efforts.
We do this regularly and
systematically.
We do this irregularly and in an ad
hoc manner.
We know what drives growth in our market and in our customers’ markets. We
consistently recognize meaningful trends before our competitors do.
We incorporate the customer voice into the NPD process; product development
resources are never committed without this early input.
Here are the keys to the drop-down menus you can choose from within each question.
We do this regularly but in an
ad hoc manner, or irregularly yet
systematically.
If performed to the highest standard, the impact of this
attribute on our firm would be the following:
We do not do this at all.
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/marketing-audit-360-performance-assessment-1501

1 
Defining Brand Strategy / Managing the Brand 1 
5 Brand Development
6 Brand Leverage & Extension
7 Portfolio Management
1 
Understanding & Managing Customers 1 
8 Customer Segmentation
9 Customer Understanding
10 Experience Management
1 
Building Marketing Communications Campaigns 1 
11 Media Mix Selection
12 Message Development
13 Campaign Management
Our methodology(ies) is/ are tailored to our specific objectives, clearly
communicated throughout the company, and actionable.
We possess a holistic understanding of our customers’ needs, and the relative
priority of those needs, across the entire purchase and use cycle.
We consistently and effectively allocate media spending based on a clear
understanding of the returns on investment from each of the different elements
in the mix.
We create clear and compelling messages that resonate with a target customer
segment.
You are 1/3 through the questionnaire ;-)
Keep it up!!! Thx
We understand the critical elements of the customer experience and track
operational metrics for each.
We have a clear understanding of our brand’s differentiating attributes, which
we express in simple-to-explain terms.
We systematically re-balance investments across various brands/product
lines/SKUs in order to focus on those with the highest potential for growth and
not being afraid to shed under performing parts.
We evaluate opportunities to leverage our brands based on their own growth
potential and also on their ability to strengthen the core brand in the long term.

1 
Executing Sales / Sales Support Activities 1 
14 Lead Generation
15 Sales Support
16 Pricing
17 Channel Management
We implement marketing campaigns within predetermined timeframes and
budgets, as well as tracking the performance of efforts to enhance future
campaigns.
We clearly articulate what differentiates our products/services from those of our
competitors and effectively communicate these differentiators in all marketing
efforts.
Just 3 more left!
We manage product/service flows across channels in a (longterm) profit-
maximizing manner. We effectively tailor incentives to drive desired behaviors.
We provide useful tools, collateral and selected training that measurably
increases the productivity of our sales force.
We price such that we know we are achieving the maximum value possible from
our market.

1 
Communicating Corporate Messages 1 
18 Corporate Image
19 External Communication
20 Internal Communication
1 
Managing the Marketing Function 1 
21 Marketing Role Definition
22 Talent Management
23 Measuring Performance
We carefully track (and report to senior executives) a small set of metrics that
clearly demonstrate Marketing’s contribution to corporate goals.
We develop stakeholder support and boost employee engagement for firm
activities through an effective and directed communications strategy.
We know which Marketing processes should be leading versus supporting and
where we should be integrating more closely with peer functions.
We define the reputation for the firm based on values that accentuate its
strengths and capabilities, and embed those values into all functions across the
organization.
We create clear and consistently articulated messages that support the
company's business interests to external stakeholders - including the media,
financial analysts, shareholders, government agencies, and community groups.
We adjust competency requirements as the marketing environment changes and
clarify performance expectations based on that model.

SURVEY SUMMARY SHEET
IMPACT SCORES
Ref. # of people answering the questionnaire
Department ABC Department DEF Department GHI Department JKL Department MNO Department PQR Department STU Department XYZ
Average Avg ABC 1 ABC 2 ABC 3 ABC 4 Avg DEF1 DEF2 DEF3 DEF4 Avg GHI1 GHI2 GHI3 GHI4 Avg JKL1 JKL2 JKL3 JKL4 Avg MNO1 MNO2 MNO3 MNO4 Avg PQR1 PQR2 PQR3 PQR4 Avg STU1 STU2 STU3 STU4 Avg XYZ1 XYZ2 XYZ3 XYZ4
Developing Marketing Strategy / Planning 2.0 2.3 2.4 2.8 1.0 2.5 3.3 2.8 3.5 1.0 3.3 3.3 2.2 2.8 1.0 2.5 2.5 2.3 3.5 1.0 #DIV/0! #DIV/0! 1.9 2.8 1.0 #DIV/0! #DIV/0! 2.3 3.5 1.0 #DIV/0! #DIV/0! 2.3 3.5 1.0 #DIV/0! #DIV/0! 2.3 3.5 1.0 #DIV/0! #DIV/0!
1 Market Assessment 3 3.1 3.3 5 1 4 3 3.0 5 1 3 3 3.5 5 1 4 4 3.0 5 1 3.0 5 1 3.0 5 1 3.0 5 1 3.0 5 1
2 Competitive Positioning 2 2.3 2.3 1 1 3 4 3.3 4 1 4 4 2.0 1 1 3 3 2.5 4 1 1.0 1 1 2.5 4 1 2.5 4 1 2.5 4 1
3 Planning 2 1.9 1.8 3 1 2 1 1.5 3 1 1 1 2.0 3 1 2 2 2.0 3 1 2.0 3 1 2.0 3 1 2.0 3 1 2.0 3 1
4 New Product Development 2 1.8 2.3 2 1 1 5 3.3 2 1 5 5 1.3 2 1 1 1 1.5 2 1 1.5 2 1 1.5 2 1 1.5 2 1 1.5 2 1
Defining Brand Strategy / Managing the Brand 2.0 2.1 2.7 1.7 2.0 3.0 4.0 2.9 1.7 2.0 4.0 4.0 2.4 1.7 2.0 3.0 3.0 1.8 1.7 2.0 #DIV/0! #DIV/0! 1.8 1.7 2.0 #DIV/0! #DIV/0! 1.8 1.7 2.0 #DIV/0! #DIV/0! 1.8 1.7 2.0 #DIV/0! #DIV/0! 1.8 1.7 2.0 #DIV/0! #DIV/0!
5 Brand Development 2 2.5 3.3 2 2 4 5 3.5 2 2 5 5 3.0 2 2 4 4 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2
6 Brand Leverage & Extension 2 2.2 2.5 2 2 2 4 3.0 2 2 4 4 2.0 2 2 2 2 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2
7 Portfolio Management 2 1.8 2.3 1 2 3 3 2.3 1 2 3 3 2.3 1 2 3 3 1.5 1 2 1.5 1 2 1.5 1 2 1.5 1 2 1.5 1 2
Understanding & Managing Customers 2.0 2.3 2.5 1.3 3.0 2.7 3.0 2.6 1.3 3.0 3.0 3.0 2.4 1.3 3.0 2.7 2.7 2.2 1.3 3.0 #DIV/0! #DIV/0! 2.2 1.3 3.0 #DIV/0! #DIV/0! 2.2 1.3 3.0 #DIV/0! #DIV/0! 2.2 1.3 3.0 #DIV/0! #DIV/0! 2.2 1.3 3.0 #DIV/0! #DIV/0!
8 Customer Segmentation 2 2.4 2.3 2 3 1 3 2.8 2 3 3 3 1.8 2 3 1 1 2.5 2 3 2.5 2 3 2.5 2 3 2.5 2 3 2.5 2 3
9 Customer Understanding 2 2.1 2.3 1 3 2 3 2.5 1 3 3 3 2.0 1 3 2 2 2.0 1 3 2.0 1 3 2.0 1 3 2.0 1 3 2.0 1 3
10 Experience Management 2 2.4 3.0 1 3 5 3 2.5 1 3 3 3 3.5 1 3 5 5 2.0 1 3 2.0 1 3 2.0 1 3 2.0 1 3 2.0 1 3
Building Marketing Communications Campaigns 4.0 3.7 3.7 3.3 4.0 2.3 5.0 4.3 3.3 4.0 5.0 5.0 3.0 3.3 4.0 2.3 2.3 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0!
11 Media Mix Selection 4 3.6 3.8 3 4 3 5 4.3 3 4 5 5 3.3 3 4 3 3 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4
12 Message Development 4 3.9 3.8 4 4 2 5 4.5 4 4 5 5 3.0 4 4 2 2 4.0 4 4 4.0 4 4 4.0 4 4 4.0 4 4 4.0 4 4
13 Campaign Management 4 3.5 3.5 3 4 2 5 4.3 3 4 5 5 2.8 3 4 2 2 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4
Executing Sales / Sales Support Activities 5.0 4.5 4.4 4.3 5.0 3.3 5.0 4.8 4.3 5.0 5.0 5.0 3.9 4.3 5.0 3.3 3.3 4.6 4.3 5.0 #DIV/0! #DIV/0! 4.6 4.3 5.0 #DIV/0! #DIV/0! 4.6 4.3 5.0 #DIV/0! #DIV/0! 4.6 4.3 5.0 #DIV/0! #DIV/0! 4.6 4.3 5.0 #DIV/0! #DIV/0!
14 Lead Generation 4 3.9 3.8 3 5 2 5 4.5 3 5 5 5 3.0 3 5 2 2 4.0 3 5 4.0 3 5 4.0 3 5 4.0 3 5 4.0 3 5
15 Sales Support 4 4.4 4.3 4 5 3 5 4.8 4 5 5 5 3.8 4 5 3 3 4.5 4 5 4.5 4 5 4.5 4 5 4.5 4 5 4.5 4 5
16 Pricing 5 5.0 5.0 5 5 5 5 5.0 5 5 5 5 5.0 5 5 5 5 5.0 5 5 5.0 5 5 5.0 5 5 5.0 5 5 5.0 5 5
17 Channel Management 5 4.8 4.5 5 5 3 5 5.0 5 5 5 5 4.0 5 5 3 3 5.0 5 5 5.0 5 5 5.0 5 5 5.0 5 5 5.0 5 5
Communicating Corporate Messages 3.0 3.5 3.7 3.7 3.0 3.0 5.0 4.2 3.7 3.0 5.0 5.0 3.2 3.7 3.0 3.0 3.0 3.3 3.7 3.0 #DIV/0! #DIV/0! 3.3 3.7 3.0 #DIV/0! #DIV/0! 3.3 3.7 3.0 #DIV/0! #DIV/0! 3.3 3.7 3.0 #DIV/0! #DIV/0! 3.3 3.7 3.0 #DIV/0! #DIV/0!
18 Corporate Image 4 3.5 3.5 4 3 2 5 4.3 4 3 5 5 2.8 4 3 2 2 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3
19 External Communication 4 3.6 3.8 4 3 3 5 4.3 4 3 5 5 3.3 4 3 3 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3
20 Internal Communication 3 3.3 3.8 3 3 4 5 4.0 3 3 5 5 3.5 3 3 4 4 3.0 3 3 3.0 3 3 3.0 3 3 3.0 3 3 3.0 3 3
Managing the Marketing Function 2.0 2.4 2.3 3.0 2.0 1.0 3.0 2.8 3.0 2.0 3.0 3.0 1.8 3.0 2.0 1.0 1.0 2.5 3.0 2.0 #DIV/0! #DIV/0! 2.5 3.0 2.0 #DIV/0! #DIV/0! 2.5 3.0 2.0 #DIV/0! #DIV/0! 2.5 3.0 2.0 #DIV/0! #DIV/0! 2.5 3.0 2.0 #DIV/0! #DIV/0!
21 Marketing Role Definition 2 2.0 2.0 2 2 1 3 2.5 2 2 3 3 1.5 2 2 1 1 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2 2.0 2 2
22 Talent Management 3 2.5 2.5 3 2 1 4 3.3 3 2 4 4 1.8 3 2 1 1 2.5 3 2 2.5 3 2 2.5 3 2 2.5 3 2 2.5 3 2
23 Measuring Performance 3 2.7 2.3 4 2 1 2 2.5 4 2 2 2 2.0 4 2 1 1 3.0 4 2 3.0 4 2 3.0 4 2 3.0 4 2 3.0 4 2
Rounded
Average

EFFECTIVENESS SCORES
Ref. # of people answering the questionnaire
Department ABC Department DEF Department GHI Department JKL Department MNO Department PQR Department STU Department XYZ
Average Avg ABC 1 ABC 2 ABC 3 ABC 4 Avg DEF1 DEF2 DEF3 DEF4 Avg GHI1 GHI2 GHI3 GHI4 Avg JKL1 JKL2 JKL3 JKL4 Avg MNO1 MNO2 MNO3 MNO4 Avg PQR1 PQR2 PQR3 PQR4 Avg STU1 STU2 STU3 STU4 Avg XYZ1 XYZ2 XYZ3 XYZ4
Developing Marketing Strategy / Planning 2.0 2.5 2.7 2.8 3.0 2.5 2.5 3.7 2.5 3.0 4.5 4.8 1.9 1.8 1.0 2.5 2.5 1.8 2.5 1.0 #DIV/0! #DIV/0! 2.4 2.8 2.0 #DIV/0! #DIV/0! 2.4 3.8 1.0 #DIV/0! #DIV/0! 2.1 3.3 1.0 #DIV/0! #DIV/0! 2.9 2.8 3.0 #DIV/0! #DIV/0!
1 Market Assessment 2 2.4 1.5 1 1 1 3 2.5 1 1 3 5 2.5 1 1 4 4 1.0 1 1 3.0 5 1 3.0 5 1 3.0 5 1 3.0 5 1
2 Competitive Positioning 3 3.0 3.5 5 5 3 1 4.5 4 5 5 4 2.0 1 1 3 3 2.5 4 1 3.0 1 5 3.0 5 1 2.5 4 1 3.0 1 5
3 Planning 3 2.5 3.5 3 5 5 1 4.5 3 5 5 5 2.0 3 1 2 2 2.0 3 1 2.0 3 1 2.0 3 1 2.0 3 1 2.0 3 1
4 New Product Development 2 2.0 2.3 2 1 1 5 3.3 2 1 5 5 1.3 2 1 1 1 1.5 2 1 1.5 2 1 1.5 2 1 1.0 1 1 3.5 2 5
Defining Brand Strategy / Managing the Brand 3.0 2.7 3.1 2.7 3.0 4.0 2.7 3.0 1.7 1.7 4.3 4.3 2.6 2.0 2.3 3.0 3.0 3.0 3.0 3.0 #DIV/0! #DIV/0! 2.3 1.7 3.0 #DIV/0! #DIV/0! 1.8 1.7 2.0 #DIV/0! #DIV/0! 2.8 3.7 2.0 #DIV/0! #DIV/0! 2.8 1.7 4.0 #DIV/0! #DIV/0!
5 Brand Development 3 2.7 2.3 2 2 4 1 3.5 2 2 5 5 3.0 2 2 4 4 2.0 2 2 2.0 2 2 2.0 2 2 3.5 5 2 3.5 2 5
6 Brand Leverage & Extension 3 3.3 4.8 5 5 5 4 3.3 2 1 5 5 2.5 3 3 2 2 3.5 2 5 3.5 2 5 2.0 2 2 3.5 5 2 3.5 2 5
7 Portfolio Management 2 2.0 2.3 1 2 3 3 2.3 1 2 3 3 2.3 1 2 3 3 3.5 5 2 1.5 1 2 1.5 1 2 1.5 1 2 1.5 1 2
Understanding & Managing Customers 2.0 2.3 2.3 3.7 2.3 1.3 1.7 2.3 1.3 2.0 3.0 2.7 1.8 1.3 2.3 1.0 2.7 2.8 3.0 2.7 #DIV/0! #DIV/0! 2.5 2.7 2.3 #DIV/0! #DIV/0! 2.8 2.7 3.0 #DIV/0! #DIV/0! 2.2 1.3 3.0 #DIV/0! #DIV/0! 1.8 1.3 2.3 #DIV/0! #DIV/0!
8 Customer Segmentation 3 2.5 2.5 5 3 1 1 3.3 2 3 5 3 1.8 2 3 1 1 2.5 2 3 2.5 2 3 2.5 2 3 2.5 2 3 2.5 2 3
9 Customer Understanding 2 2.2 2.3 5 1 2 1 1.5 1 1 1 3 2.0 1 1 1 5 4.0 5 3 3.0 5 1 2.0 1 3 2.0 1 3 1.0 1 1
10 Experience Management 2 2.2 2.0 1 3 1 3 2.0 1 2 3 2 1.8 1 3 1 2 2.0 2 2 2.0 1 3 4.0 5 3 2.0 1 3 2.0 1 3
Building Marketing Communications Campaigns 4.0 3.8 3.5 3.7 4.3 2.3 3.7 3.8 3.3 2.0 5.0 5.0 4.3 3.7 4.7 4.3 4.3 4.2 4.0 4.3 #DIV/0! #DIV/0! 3.8 3.3 4.3 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.7 3.3 4.0 #DIV/0! #DIV/0! 3.8 3.3 4.3 #DIV/0! #DIV/0!
11 Media Mix Selection 4 3.5 3.8 3 4 3 5 3.5 3 1 5 5 3.3 3 4 3 3 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4 3.5 3 4
12 Message Development 4 4.1 3.3 5 5 2 1 3.8 4 1 5 5 5.0 5 5 5 5 4.0 4 4 4.0 4 4 4.0 4 4 4.0 4 4 4.5 4 5
13 Campaign Management 4 4.0 3.5 3 4 2 5 4.3 3 4 5 5 4.5 3 5 5 5 5.0 5 5 4.0 3 5 3.5 3 4 3.5 3 4 3.5 3 4
Executing Sales / Sales Support Activities 3.0 3.4 2.6 2.8 2.3 2.3 3.0 2.7 2.8 2.0 3.0 3.0 2.8 2.5 3.0 2.3 3.3 3.5 3.0 4.0 #DIV/0! #DIV/0! 3.9 3.5 4.3 #DIV/0! #DIV/0! 4.0 3.8 4.3 #DIV/0! #DIV/0! 3.9 3.5 4.3 #DIV/0! #DIV/0! 3.8 3.8 3.8 #DIV/0! #DIV/0!
14 Lead Generation 4 3.8 3.8 3 5 2 5 3.5 3 1 5 5 3.0 3 5 2 2 4.0 3 5 4.0 3 5 4.0 3 5 4.0 3 5 4.0 3 5
15 Sales Support 2 1.6 1.8 2 1 3 1 1.3 2 1 1 1 2.0 1 1 3 3 1.0 1 1 1.5 1 2 2.0 2 2 1.5 1 2 2.0 2 2
16 Pricing 4 3.5 1.0 1 1 1 1 1.0 1 1 1 1 2.0 1 1 1 5 4.5 4 5 5.0 5 5 5.0 5 5 5.0 5 5 4.5 5 4
17 Channel Management 5 4.6 3.8 5 2 3 5 5.0 5 5 5 5 4.0 5 5 3 3 4.5 4 5 5.0 5 5 5.0 5 5 5.0 5 5 4.5 5 4
Communicating Corporate Messages 4.0 3.8 3.5 3.3 2.7 3.0 5.0 4.3 3.7 3.3 5.0 5.0 3.8 4.0 3.7 3.7 3.7 3.5 3.3 3.7 #DIV/0! #DIV/0! 3.7 3.7 3.7 #DIV/0! #DIV/0! 3.8 4.0 3.7 #DIV/0! #DIV/0! 3.8 4.0 3.7 #DIV/0! #DIV/0! 3.8 4.0 3.7 #DIV/0! #DIV/0!
18 Corporate Image 3 3.4 3.0 2 3 2 5 4.3 4 3 5 5 2.8 4 3 2 2 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5 4 3
19 External Communication 5 4.7 3.8 5 2 3 5 4.5 4 4 5 5 5.0 5 5 5 5 5.0 5 5 4.5 4 5 5.0 5 5 5.0 5 5 5.0 5 5
20 Internal Communication 3 3.2 3.8 3 3 4 5 4.0 3 3 5 5 3.5 3 3 4 4 2.0 1 3 3.0 3 3 3.0 3 3 3.0 3 3 3.0 3 3
Managing the Marketing Function 3.0 3.0 2.8 2.3 2.0 5.0 2.0 3.0 3.3 2.0 3.3 3.3 2.4 3.0 3.3 1.7 1.7 2.7 3.3 2.0 #DIV/0! #DIV/0! 3.0 3.0 3.0 #DIV/0! #DIV/0! 3.0 4.0 2.0 #DIV/0! #DIV/0! 3.5 4.0 3.0 #DIV/0! #DIV/0! 3.3 3.7 3.0 #DIV/0! #DIV/0!
21 Marketing Role Definition 3 2.9 3.0 2 2 5 3 2.8 3 2 3 3 2.8 2 3 3 3 2.5 3 2 3.5 2 5 3.5 5 2 3.5 5 2 2.0 2 2
22 Talent Management 3 3.1 2.3 1 2 5 1 3.8 3 2 5 5 2.5 3 5 1 1 2.5 3 2 2.5 3 2 2.5 3 2 4.0 3 5 5.0 5 5
23 Measuring Performance 3 2.8 3.3 4 2 5 2 2.5 4 2 2 2 2.0 4 2 1 1 3.0 4 2 3.0 4 2 3.0 4 2 3.0 4 2 3.0 4 2
SCORES SUMMARY
Input for the Overall Results table and graph
IMPACT EFF. EFF - IMP
1 Market Assessment 3.1 2.4 -0.7
2 Competitive Positioning 2.3 3.0 0.7
3 Planning 1.9 2.5 0.6
4 New Product Development 1.8 2.0 0.2
5 Brand Development 2.5 2.7 0.3
6 Brand Leverage & Extension 2.2 3.3 1.1
7 Portfolio Management 1.8 2.0 0.3
8 Customer Segmentation 2.4 2.5 0.1
9 Customer Understanding 2.1 2.2 0.1
10 Experience Management 2.4 2.2 -0.2
11 Media Mix Selection 3.6 3.5 -0.1
12 Message Development 3.9 4.1 0.2
13 Campaign Management 3.5 4.0 0.5
14 Lead Generation 3.9 3.8 -0.1
15 Sales Support 4.4 1.6 -2.8
16 Pricing 5.0 3.5 -1.5
17 Channel Management 4.8 4.6 -0.2
18 Corporate Image 3.5 3.4 -0.1
19 External Communication 3.6 4.7 1.1
20 Internal Communication 3.3 3.2 -0.1
21 Marketing Role Definition 2.0 2.9 0.9
22 Talent Management 2.5 3.1 0.6
23 Measuring Performance 2.7 2.8 0.1
Rounded
Average
AREA

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