4G Marketing - Free Marketing Plan Audit

Instructions: For each section, answer all of the questions. Be HONEST and OBJECTIVE in your answers. Please add any additional comments that may help clarify your answers in any particular section. For multi-part questions, answer "No" if any part of the question is "No," unless otherwise indicated.

SECTION 1: Company Information
Company Name:
Contact Name:
Address 1:
Address 2:
City:
State:
Zip:
Phone (xxx-xxx-xxxx):
Fax (xxx-xxx-xxxx):
Cell Phone (xxx-xxx-xxxx):
Contact E-Mail:
Company URL:
Years In Business:
Annual Marketing Budget:

SECTION 2: BUSINESS GOALS
Are the business, sales and marketing goals clearly defined?	Yes No
Can each goal be measured and tracked?	Yes No
Comments:

SECTION 3: ORGANIZATION
Are the marketing roles well defined?	Yes No
Has a determination been made to whether the role will be handled internally or externally?	Yes No
Comments:

SECTION 4: RESEARCH
Has an internal survey been done to capture internal perspective (either via web survey, marketing planning questionnaire, or other means)?	Yes No
Has a customer survey been conducted to capture CURRENT customer perspective on your brand and market?	Yes No
Has a thorough competitive study been conducted?	Yes No
Did the competitive study include secret shopping?	Yes No
Are industry trends and market size established by credible sources (i.e. trades, research firms, analysts, experts, etc.)?	Yes No
Comments:

SECTION 5: BRAND
Does your 25, 50, and 100 word descriptions clearly define WHO you are, WHAT you do, WHO you do it for, & WHY you?	Yes No
Has it been tested by a small sampling of customers?	Yes No
Are your statements void of industry jargon, words not significant to a buy decision, and marketing fluff?	Yes No
Is your brand promise: Accurate (do you truly deliver this promise in EVERY interaction and business decision you make?) Relevant (have your customers confirmed this is THE reason they buy from you) Tangibly and consistently delivered (can you identify at least 5 TANGIBLE things you do to deliver this promise consistently?)	Yes No
Is your brand promise unique to you (no other competitor can make the same claim?)	Yes No
Have you defined your brand personality with no more than FIVE traits? Do these five traits together define your uniqueness in the market?	Yes No
Comments:

SECTION 6: PRODUCTS & SERVICES
Are your products and/or services well categorized?	Yes No
Do you have a positioning statement for each product that defines WHAT it is, WHAT it does, for WHOM, and WHY a customer buys it over alternatives?	Yes No
Are your listed features truly features and are the benefits listed truly benefits? (A feature is what the product does or service includes. The benefit is the direct result the customer gets from using that feature. For example, a product feature may be that it is “lightweight” the associated benefit would be that it is “easily portable”	Yes No
Are the features listed the DIFFERENTIATING features of your product/service?	Yes No
Are the benefits included the MAIN benefits your customer looks for when buying this type of product/service?	Yes No
Comments:

SECTION 7: TARGET MARKET
Do you have target markets defined such that You could purchase a list, and/or Know exactly where to find them?	Yes No
Have you identified characteristics of your target market that are unique to your customer base?	Yes No
Do your target markets represent at least one existing customer? If not and you are targeting a completely new market, does the target market that is new to you have a near-neighbor connection with target markets you already have a background with? NOTE: Score yes, if second question is “yes.”	Yes No
Have you defined target markets that are Big enough to meet your revenue goals, and Small enough you can afford to reach them regularly through sales and marketing efforts?	Yes No
Comments:

SECTION 8: COMPETITION
Does your plan have a good understanding of your competitive landscape (i.e. what is happening with competitors, how that impacts the industry, overall strengths, weaknesses, opportunities, and threats.)?	Yes No
Have you identified 3-5 specific competitors or competitive categories you face in the market?	Yes No
Do you know (and have you listed) the following for each: The products/services they offer How they price their products/services Their strengths and weaknesses	Yes No
Have you created a competitive statement or strategy for how you will compete against each (i.e. what would you say to the: how do you compare to company X?)?	Yes No
Comments:

SECTION 9: SALES MODEL
Have you identified the roles and responsibilities for sales?	Yes No
Has a sales process been defined for converting suspects to prospects, prospects to leads, leads to customers?	Yes No
Have sales tools been identified for each stage of the sales process (both new and existing)?	Yes No
Have each of the sales tools listed been evaluated as “good as is”, “needs improvement”, and/or “doesn’t yet exist?”	Yes No
Does the sales compensation plan meet industry standards?	Yes No
Does the sales compensation plan include a quota, minimum threshold, and leverage? Does the sales compensation plan have no more than 3 variables for payout?	Yes No
Comments:

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