HOW-TO GUIDES

Lead Generation & Marketing Automation:

Step-by-Step Guide with Practical Templates & Tools

Lead Generation is the top priority for marketing directors in 2009. More importantly,
marketers are being charged with defending their budgets and demonstrating real ROI for
their marketing programs. Use this How-To Guide to learn how other world-class
companies are developing lead generation infrastructures that automate key processes,
measure results, and provide a steady flow of qualified leads their sales organizations.

How Will This How-To Guide Help You?

1 – Proven Step-By-Step Framework

2 – Clearly Defined Action Items

3 – Practical Templates & Tools (90)

This guide was created to help you assess your capabilities, develop an effective lead
generation strategy, organize resources & responsibilities, design and produce marketing
collateral, increase website traffic & functionality, develop public/analyst relations,
understand marketing automation options, and implement lead generation programs.

Demand Metric’s Resources Can Help You Optimize:

Strategy Product Lead Gen Sales/CRM

 HOW-TO GUIDES

Executive Summary...................................................................... 5
Top Marketing Challenges in 2008 ................................................................................. 5
Key Trends in Leads Generation..................................................................................... 5

Phase 1: Assess Lead Generation Capabilities....................... 6

Step 1 – Conduct a Lead Generation Audit...................................................................... 6
Action Item 1 – Complete Lead Generation Maturity Assessment .......................................... 6

Phase 2: Develop Lead Generation Strategy......................... 7

Step 1 – Design a Lead Acquisition Model....................................................................... 7
Action Item 2 – Build Lead Acquisition Model..................................................................... 7
Step 2 – Collaborate with Sales to Define “Qualified Lead” ............................................. 8
Action Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’...................................... 8
Action Item 4 – Implement Lead Scoring Framework .......................................................... 8
Step 3 – Develop a Lead Generation Strategy Scorecard ................................................. 9
Action Item 5 – Construct Lead Generation Strategy Scorecard ............................................ 9
Step 4 – Prioritize Marketing Communications Projects & Initiatives............................. 10
Action Item 6 – Prioritize Marketing Communications Projects .............................................10
Step 5 – Develop Marketing Communications Plan & Budget......................................... 10
Action Items 7 – Develop Marketing Communications Plan & Budget ....................................10

Phase 3: Organize Resources & Responsibilities ................... 11

Step 1 – Inventory Department Skill-Sets and Determine Gaps..................................... 11
Action Items 8 – Conduct a Skills Inventory & Determine Gaps............................................11
Step 2 – Cross-Train Staff and Plan for Succession ....................................................... 11
Action Item 9 – Develop Succession Planning Matrix..........................................................11
Step 3 – Establish Branding Standards & Policies ......................................................... 11
Action Item 10 – Implement Graphics Use Policy...............................................................11
Step 4 – Staff and Manage the Team ............................................................................ 12
Action Item 11 – Standardize Job Functions, Roles, & Responsibilities...................................12
Step 5 – Set Goals and Manage Staff ............................................................................ 13
Action Item 12 – Establish Individual & Team Goals...........................................................13
Step 6 – Implement Project Management System......................................................... 13
Action Item 13 – Assess Project Management Capabilities ..................................................14
Action Item 14 – Add Project Management Processes & Resources .......................................14
Step 7 – Manage Tasks with Activity Reporting ............................................................ 15
Action Item 15 – Implement Activity Reporting Process......................................................15

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Phase 4: Design & Produce Marketing Collateral ................ 16

Step 1 – Create/Update Sales Support Materials .......................................................... 16
Action Item 16 – Develop Sales Support Materials.............................................................16
Step 2 – Work with Clients to Develop Case Studies ..................................................... 16
Action Item 17 – Promote Success Stories with Case Studies ..............................................16
Step 3 – Demonstrate Commitment to Sustainability .................................................... 16
Action Item 18 – Gain Loyalty from Key Stakeholders ........................................................16

Phase 5: Increase Website Traffic & Functionality ................ 17

Step 1 – Conduct a Website Effectiveness Audit ........................................................... 17
Action Item 19 – Perform Competitive Website Analysis & Report Results..............................17
Step 2 – Build a Website Program Action Plan .............................................................. 18
Action Item 20 – Document Strategy & Requirements to Enhance Website ............................18
Step 3 – Govern Website with Policies ......................................................................... 18
Action Item 21 – Implement Website Related Policies ............................................................................... 18

Phase 6: Develop Public & Analyst Relations........................ 19

Step 1 – Develop a Public & Analyst Relations Strategy & Plan ..................................... 19
Action Item 22 – Develop Public & Analyst Relations Plan ...................................................19
Action Item 23 – Organize Public & Analyst Relations Program ............................................19

Phase 7: Understand Marketing Automation Options......... 20

Marketing Automation Components ............................................................................. 20
Definition of Marketing Automation ............................................................................. 20
Step 1 – Determine Requirements for Marketing Automation........................................ 22
Action Item 24 – Identify Marketing Automation Requirements & Select System.....................22

Phase 8: Execute Lead Generation Programs...................... 23

Step 1 – Execute Direct Marketing Campaigns .............................................................. 23
Action Item 25 – Deploy Email/Direct Mail Programs..........................................................23
Step 2 – Organize & Implement Advertising Plan ......................................................... 23
Action Item 26 – Implement Advertising Plan ...................................................................23
Step 3 – Optimize Call Center Operations ..................................................................... 24
Action Item 27 – Monitor & Measure Contact Center Operations ..........................................24
Step 4 – Schedule Webcasts, Podcasts, and Tradeshows .............................................. 25
Action Item 28 – Build & Maintain Events Schedule ...........................................................25
Step 5 – Implement & Monitor Trade Promotions ......................................................... 26
Action Item 29 – Evaluate, Implement & Monitor Trade Promotions......................................26

About Demand Metric .............................................................. 27

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List of Practical Templates & Tools (90)

1 Lead Generation Maturity Assessment 46 Sales Script Template
2 Lead Acquisition Model 47 Sales Proposal Template
3 Qualified Lead Definition Tool 48 Sales Presentation Template
4 Lead Scoring Index 49 Case Study Template
5 Lead Generation Strategy Scorecard 50 Sustainability Report Template
6 Marketing Communications Priority Index 51 Competitive Website Analysis Tool
7 Marketing Communications Plan 52 Web Audit Report Tool
8 Marketing Communications Budget 53 Website Program Action Plan
9 Marketing Skills Matrix 54 Web Marketing Strategy Scorecard
10 Succession Management Matrix 55 Web Requirements Document
11 Graphics Use Policy 56 Web Requirements Priority Index
12 Graphics Use Exemption Form 57 Website Infrastructure Checklist
13 Interview Questions Tool 58 Website Design Budget
14 Interview Evaluation Matrix 59 Website Design RFP Template
15 Creative Director Job Description 60 Website Vendor Evaluation Matrix
16 Director of Sales Support Job Description 61 Web Metrics Reporting Schedule
17 Director of Web Development Job Description 62 Privacy Policy Template
18 Events Manager Job Description 63 Terms of Use Policy
19 Marketing Analyst Job Description 64 Blog Policy Template
20 Marketing Coordinator Job Description 65 Public Relations Plan
21 Marketing Director Job Description 66 Press Release Template
22 Media Specialist Job Description 67 Media Relations Database
23 Product Marketing Manager Job Description 68 Marketing Automation Vendors Matrix
24 Product Management Director Job Description 69 Marketing Automation Consulting RFP
25 VP Marketing Job Description 70 Marketing Automation System RFP
26 Webmaster & SEO Expert Job Description 71 Marketing Automation Vendor Evaluation
27 Department Goals Template 72 Email Marketing Vendor Evaluation
28 Individual Goals Template 73 Email Marketing Database
29 Project Management Maturity Assessment 74 Email Marketing Calculator
30 Stakeholder Analysis Tool 75 Direct Mail Marketing Database
31 Project Management Portfolio 76 Advertising Plan Checklist
32 Time Management Schedule 77 Advertising Calendar & Budget
33 Project Request Form 78 Advertisement Evaluation Matrix
34 Project Priority Index 79 Online Advertising ROI Calculator
35 Project Priority & Status Report 80 Competitive Ad vs. PR Analysis Tool
36 Project Charter 81 Sales Productivity Metrics (Daily)
37 Project Schedule 82 Sales Productivity Metrics (Monthly)
38 Project Work Breakdown Structure 83 Sales Productivity Metrics (Quarterly)
39 Project Change Request Form 84 Event Planning Checklist
40 Project Closure Checklist 85 Tradeshow Evaluation Checklist
41 Post-Project Evaluation 86 Tradeshow Evaluation Matrix
42 Activity Reporting Tool 87 Tradeshow Lead Capturing Form
43 Sales Support Effectiveness Survey 88 Tradeshow ROI Calculator
44 Product Positioning Tool 89 Trade Promotion Evaluation Matrix
45 Feature, Advantage, Benefit Tool 90 Trade Promotion ROI Calculator

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Executive Summary
This step-by-step guide was created to help you assess your capabilities, develop an effective lead
generation strategy, organize resources & responsibilities, design and produce marketing collateral,
increase website traffic & functionality, develop public/analyst relations, understand marketing
automation options, and implement lead generation programs.

Top Marketing Challenges in 2008

According to the CMO Council’s Marketing Outlook 2008 study that polled over 820 senior marketing
professionals, some of the top challenges for marketing leaders in 2008 include:

1. Quantifying the Value of Marketing - measuring the impact of marketing programs and
investments continues to be the top challenge for marketers.

2. Increasing Credibility of the Marketing Function – while 79% of respondents are

increasing the perceived value of marketing, 19% are losing credibility.

3. Improving Marketing Department Efficiency - many organizations will be automating key

marketing processes and implementing marketing ROI systems.

4. Generating More Qualified Leads - emphasis on leveraging analytics to score lead quality,
and lead nurturing strategies to incubate & develop prospects.

Key Trends in Leads Generation

Shift from Disparate Marketing Systems: traditionally, marketing departments used

separate systems for database management, email marketing, web analytics, CRM, and other
applications. Leading organizations are reaping the benefits of consolidating these applications
into an integrated marketing automation platform capable of measuring results.

Focus on Integration & Closed-Loop Reporting: by integrating key marketing systems

with CRM systems, marketers can close the loop on reporting and demonstrate real ROI.

Moving Lead Generation to the Web: the use of web 2.0 applications such as webcasts,
podcasts, communities, blogs, RSS feeds, rich media presentations, and social networking
tools has exploded with many organizations realizing the benefits online marketing channels.

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Phase 1: Assess Lead Generation Capabilities

The first step in the process is to understand your capabilities and constraints in relation to best
practices derived from other world-class organizations. Demand Metric’s Lead Generation Maturity
Assessment was built in collaboration with expert thought-leaders and consultants, Jeff Pedowitz &
Debbie Qaqish of The Pedowitz Group. Their firm specializes in helping marketing organizations
design, automate and optimize processes that drive demand and increase revenue.

Step 1 – Conduct a Lead Generation Audit

Use our proven consulting framework to benchmark your strengths & weaknesses and determine
which areas of your program need attention. This exercise will help you compare your organization
with world-class companies who operate with best practices, and provide you with a scorecard to
measure your progress. Next, determine your level of process maturity with the chart below.

Lead Generation Maturity Assessment Criteria: Lead Generation Process Maturity

Lead Generation Strategy, Processes & Skills
Marketing Automation & Lead Management
Level 1 - Initial/Ad Hoc – lead
generation processes are not defined.
Metrics are not established or measured.
No consistency in results.

Direct Marketing & Database Management Level 2 - Repeatable/Intuitive -

Websites, Blogs, & Communities
Lead Conversion, Landing Pages & Forms
Web Analytics, SEO, & Paid Search
Marketing Communications Planning & Budgeting
Marketing Collateral, Sales Tools & Support
Public/Analyst Relations & Thought Leadership
Associations, Partnerships & Channels
CRM System/Marketing Systems Integration
Campaign Measurement & Closed Loop Reporting
lead generation processes are well known
but not fully documented. Metrics are
discussed but not analyzed. Results are
becoming somewhat consistent.
Level 3 - Defined – lead generation
processes are documented. Metrics are
collected and reported a few times
annually. Results can be estimated.
Level 4 - Measured & Managed -
lead generation processes are fully
documented. Metrics exist and are
compared with baseline benchmarks.
Results are reasonably predictable.
Level 5 - Optimized – lead
generation processes are defined,
repeatable, measured, managed, and
optimized. Metrics are compared with
industry benchmarks. Results are
reliable and are accurately forecasted.

Action Item 1 – Complete Lead Generation Maturity Assessment

• 1. Lead Generation Maturity Assessment

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Phase 2: Develop Lead Generation Strategy

Acquiring leads is the most critical activity within the lead generation process. Bulldog Solutions
recently conducted a benchmarking survey on lead generation practices. “The survey of almost 700
marketing and sales executives found that 81% of respondents currently measure the results of their
lead generation activities, but 54% of those who say they measure results rated their ability to apply
the information from previous activity as fair or poor... Asked to identify their primary mode for lead
generation, online events were the top selection by 34% of the respondents, followed by email
marketing at 15%, physical events and direct mail at 12%, telesales at 11%, with 15% citing other
methods.

Bulldog Lead Generation Study -

based on survey results from over 700
sales & marketing executives.
Phone
81% Currently Measure Results
Events Online Events
(Webcasts etc)
Primary Lead Generation Methods
Mail
1. Online Events (34%)

Other Email
2. Other Sources (17%)
3. Email Marketing (15%)
4. Physical Events (12%)
5. Direct Mail (11%)
6. Telemarketing (11%)

For those marketers indicating a preference towards online marketing, the survey also uncovered
insights into the effectiveness of different digital mediums. Of the various online lead generation
modes, email blasts were selected as the most effective by 27% of the respondents, with live
webinars (22%) and white papers (19%) cited as the other performing methods.”
– Source: Demand Gen Report

Step 1 – Design a Lead Acquisition Model

A Lead Acquisition Model is a simple process diagram that will visually communicate how your target
market will engage with your brand and ultimately become a qualified sales lead.

Action Item 2 – Build Lead Acquisition Model

• 2. Lead Acquisition Model Tool

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Step 2 – Collaborate with Sales to Define “Qualified Lead”

Sales complain that the tradeshow, web, or other leads they get are junk. Marketing says that Sales
doesn't call the quality leads they produce. Sound familiar? The basis for this common rift is a poorly
defined lead generation, qualification, scoring, and nurturing program.

The most important step is to agree on a definition of a ‘qualified lead’. Lead scoring is a method of
quantifying the value of a sales lead by categorizing its probability to generate revenue. With this
information, Sales executives and managers can manage their pipeline more effectively by optimizing
sales resource allocation. Read more with our summary, ‘Score Big with Lead Scoring’.

Which Costs can Lead Scoring Reduce?

Initial Lead Generation Cost - once you have a better idea of the profile of a good lead, less
time is wasted hunting down poorly qualified leads.

Sales Conversion Cost - when you have scored each lead, you can mitigate lost sales by
allocating high-quality leads to high-caliber salespeople.

*Note: Lead Scoring is a process that can be automated by a Marketing Automation solution.

Following is a sample of a manual lead scoring index:

Lead Explicit Score Implicit Score Total Grade

Profile Title Stage Need Recent Activity
Company (100) (A-D)
(15) (15) (15) (15) (20) (20)

Demand Metric 10 12 13 15 20 15 85 A
ABC Company 80 4 7 3 13 19 55 C
XWY Widgets 12 2 3 4 11 4 36 D

Action Item 3 – Agree with Sales on a Definition for ‘Qualified Lead’

• 3. Qualified Lead Definition Tool

Action Item 4 – Implement Lead Scoring Framework

• 4. Lead Scoring Index

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Step 3 – Develop a Lead Generation Strategy Scorecard

Lead Generation Strategy Scorecards are simple documents that organize and clearly communicate
objectives, initiatives, measures, and goal-targets. Following is a simplified example:

Lead Generation Strategy Scorecard

Objective 1: Increase qualified leads by 200% in 2009
Objective 2: Implement new marketing automation systems & processes by Q4 2008
Objective 3: Analyze Lead Sources to determine marketing ROI by campaign type

Programs, Initiatives, & Actions Key Performance Indicators Goal-Target Timeframes

Build Email Marketing Database
Implement Marketing Technology
Add Webcasts to Website
Redesign Marketing Collateral
Revamp Corporate Website
# Email Addresses
Marketing Technology ROI
# webcasts, # views, # leads
# collateral created, # downloads
# visitors, page views, # leads
5,000 addresses by Q3 2008
Achieve 300% ROI in 2 years
Post 5 in Q1, 10 Leads/Month by Q3
5 updated pieces by Q2 2009
1000 visitors/month by Q3 2009

Instructions:

1. Dig up Historical Information - track down any previous campaign data such as: email
click-thru rates, direct mail responses, contact center metrics, tradeshow results, website
analytics, or other measures that can be used as a baseline to compare future results.

2. Set Lead Generation Objectives - your goals may be to increase leads for a particular
product, to achieve commitment to core messaging from customer-facing representatives, or
to unify your disparate lead generation activities.

3. Determine Specific Targets & Actions - this part of your scorecard deals with HOW you are
going to achieve your goals & objectives. For example, you may wish to target similar-sized
organizations with a product offer.

4. Define Measures of Success - like all objectives, you need to determine how success will be
measured, BEFORE you kick-off your initiative. These are the Key Performance Indicators
(KPIs) that will be monitored to demonstrate improvement.

5. Establish Goal Timeframes - your last step is to break the larger, overarching goals into
more manageable pieces. If you are targeting prospects from a tradeshow, create a goal like:
contact each prospective lead no later than 60 days following tradeshow.

6. Build your Lead Generation Scorecard - now that you understand each step of the
process, use Demand Metric’s customizable Lead Generation Scorecard to create your own
framework for integrating campaigns

Action Item 5 – Construct Lead Generation Strategy Scorecard

• 5. Lead Generation Strategy Scorecard

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Step 4 – Prioritize Marketing Communications Projects & Initiatives

Build a list of proposed Marketing Communications Projects and systematically prioritize them based
on Strategic Fit, Economic Impact, and Feasibility. The index will provide a numeric value for each
project/initiative based on assessment criteria. Next, sort the list from highest to lowest value.

Action Item 6 – Prioritize Marketing Communications Projects

• 6. Marketing Communications Priority Index

Step 5 – Develop Marketing Communications Plan & Budget

Generate a Marketing Communications Plan & Budget that will outline your strategic objectives, key
performance indicators, internal communications plan, and external communications plan. This
document may need to be updated as you further develop your lead generation infrastructure.

Marketing Communications Budget

Website (26%)

Tradeshows (24%)

Direct Marketing (17%)

Public Relations (14%)

Telemarketing (11%)

Branding (8%)

Action Items 7 – Develop Marketing Communications Plan & Budget

• 7. Marketing Communications Plan

• 8. Marketing Communications Budget

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Phase 3: Organize Resources & Responsibilities

Step 1 – Inventory Department Skill-Sets and Determine Gaps
Leaders of marketing departments are charged with increasing the knowledge and skills of their team,
but many do not have a plan for educating and developing their staff. Read our summary, ‘Develop
your Team’s Strategic Skill-Set’, to identify which skills you have, and what strategies you can deploy
to engage your team and expand their strategic & tactical skills.

Action Items 8 – Conduct a Skills Inventory & Determine Gaps

• 9. Marketing Skills Matrix

Step 2 – Cross-Train Staff and Plan for Succession

Succession Planning is the process of identifying and preparing suitable employees, through
mentoring, training and job rotation, to replace key players within an organization. From a risk
management perspective, provisions are made in case no suitable internal candidates are available to
replace the loss of any key person. Read about how to ‘Develop Leaders with Succession Planning’.

Developing leaders is a top organizational development priority for every company. Effectively
managing knowledge capital is especially important in highly competitive industries. Understanding
and deploying a succession management strategy is an excellent way to manage your department,
groom future leaders, and mitigate risk.

Action Item 9 – Develop Succession Planning Matrix

• 10. Succession Management Matrix

Step 3 – Establish Branding Standards & Policies

Establish clear branding standards by adopting a Graphics Use policy. Sections of this policy include:
definitions, signatures, brand messages, company name use, marketing collateral, websites, additional
use cases, external authorization & exemptions.

Action Item 10 – Implement Graphics Use Policy

• 11. Graphics Use Policy

• 12. Graphics Use Exemption Form

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Step 4 – Staff and Manage the Team

From an organizational perspective, leadership can be defined as: the ability to influence, motivate,
and enable people to attain goals and contribute toward improving the effectiveness and efficiency of
an organization. Why is developing strong leaders such a top priority? Leaders initiate and sustain the
cycles of organizational change. Without encouraging and inspirational leaders, organizations are
fragmented, unaligned, and demoralized. Top companies recognize that they are only as successful as
their next great leaders, and work to constantly groom and develop key staff.

In 1977, Abraham Zaleznik documented some of the

Leaders Managers
key differences between leadership and management.
Power by Influence Power by Position
He viewed leaders as inspiring visionaries who are Inspire Innovation Manage Admin
interested in prospects; while managers he viewed as Ask What and Why Ask How and When
planners who are concerned more with processes. Focus on People Focus on Process
Following in his path, Warren Bennis (1989) Do the Right Things Do Things Right
Inspire Trust Rely on Control
documented the leader/manager dichotomy to help
Long-term View Short-term View
organizations evaluate their key players.
Develop Maintain
Eye on the Horizon Eye on Bottom-line
Becoming an effective and inspiring leader requires Originate Imitate
constant diligence. Focusing on people and
opportunities, rather than systems and processes, is the key differentiator between a strong leader
and a devoted manager. Read more about leadership with our summary ‘Developing Stronger
Leaders’ Additionally, considering how important the interview process is for scrutinizing potential
employees, it is surprising that most organizations do not have a formal set of interview questions.
Read our summary, ‘Conducting Insightful Interviews’, to learn more about interviewing.

Action Item 11 – Standardize Job Functions, Roles, & Responsibilities

• 13. Interview Questions Tool

• 14. Interview Evaluation Matrix
• 15. Creative Director Job Description
• 16. Director of Sales Support Job Description
• 17. Director of Website Development Job Description
• 18. Events Manager Job Description
• 19. Marketing Analyst Job Description
• 20. Marketing Coordinator Job Description
• 21. Marketing Director Job Description
• 22. Media Specialist Job Description
• 23. Product Marketing Manager Job Description
• 24. Product Management Director Job Description
• 25. VP Marketing Job Description
• 26. Webmaster & SEO Expert Job Description

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Step 5 – Set Goals and Manage Staff

There is no question that effective goal setting can improve the performance of your department. Top
performing leaders in all fields use goals to increase confidence, extend vision, and stay motivated.
Read more about goal-setting with our summary ‘Sharpen your Focus with Goals’.

Action Item 12 – Establish Individual & Team Goals

• 27. Department Goals Template
• 28. Individual Goals Template

Step 6 – Implement Project Management System

Many organizations operate in a state of mild chaos because of poor project management processes.
Our executive summary, ‘Standardizing Project Management’ provides the business case for
implementing a formalized project management policy, methodology, and toolset.

Project Management Institute’s Body of Knowledge (PM-BOK) Competencies:

• Scope – are scope management tools used for all project deliverable changes?
• Time – are projects systematically prioritized to ensure allocation of resources?
• Cost – is cost planning & tracking embedded in your project management system?
• Quality – do you conduct post-project evaluations and test quality at milestones?
• Human Resources – is your project team engaged from concept to post-evaluation?
• Integration – do you have good coordination when executing campaigns?
• Communications – is a formal communication plan required for projects?
• Risk – do you assess severity, probability, & impact and mitigate potential risks?
• Procurement – are purchasing decisions made with regard to multiple initiatives?

Benefits of Structured Project Management:

1. Increased Visibility - reporting project status, milestones, and deliverables are planned,
documented, communications that can be viewed anytime.

2. Reduced Risk - by implementing scheduled project checkpoints, quality is assured and failing
projects are quickly identified and crashed. Additionally, the risk of key project team members
leaving is mitigated through the use of formalized project communication documents.

3. Better Allocation of Resources - scheduling work, prioritizing multiple projects, and

managing costs and human resources become much simpler when all projects follow a
consistent methodology for changes & approvals.

4. Effective Scope & Time Management - every executive can relate to projects that 'creep' in
scope as they progress. Documenting changes to project scope and deliverables, and
adjusting budgets and timelines, cannot be done effectively without using proper tools.

5. Clear Organizational Development - if you can effectively implement a standardized

project management process, your successor will certainly thank you.

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Assess your Project Management processes & systems with our maturity assessment:

Scope Management Score

What level best describes your situation?
Time Management
What level best describes your situation?
Cost Management
What level best describes your situation?
Quality Management
1 Business requirements are in very general
2 Items in scope listed, items not in scope
3 Project management processes used, some 4
4 Management processes & tools are used on
5 Scope management is driven from effective
1 Scheduling and resource planning is not
2 An informal task/activity list is used. No f
3 Time management processes used on al 4
4 Projects are systematically prioritized to
5 Improvement procedures are used for time
1 No established costing practices, complete
2 Basic processes exist for project cost estima
3 Cost estimates and planning are tracked aga 2
4 Cost planning & tracking is integrated in the
5 Lessons learned improve documented cost

Action Item 13 – Assess Project Management Capabilities

• 29. Project Management Maturity Assessment

Action Item 14 – Add Project Management Processes & Resources

• 30. Stakeholder Analysis Tool

• 31. Project Management Portfolio

• 32. Time Management Schedule

• 33. Project Request Form

• 34. Project Priority Index

• 35. Project Priority & Status Report

• 36. Project Charter

• 37. Project Schedule

• 38. Project Work Breakdown Structure

• 39. Project Change Request Form

• 40. Project Closure Checklist

• 41. Post-Project Evaluation

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Step 7 – Manage Tasks with Activity Reporting

Many low performers stay under the radar for months before it becomes apparent that they are not
actually doing any work of real substance. Be proactive with managing results and implement a
weekly or monthly activity reporting process. Read summary: ‘Manage Results with Activity Reports’

What's Included in an Activity Report?

Task Type - all activities can be classified within standard project management processes:
Initiation, Planning, Execution, Control, and Closure. A good mix of activities is each area
ensures smooth program management.

Activity Description - this section briefly describes what program/project the activity is
related to, ensuring alignment with business goals & objectives.

Start Date/End Date - when was the activity first started, and how long did it take to
complete? Does the time taken to complete the task fall in line with time spent on other
priorities? Do all activities add up to a full week/month?

Next Steps/Results - have your staff provide a very brief, forward-looking next steps or end
results that were delivered. This section is also effective for communicating issues that need to
be escalated.

Following is an example of a simple Activity Report:

Activity Description Start End Next Steps/Results

1.0 Initiation

1.1 Web Project Request/Approval 01/02/07 Project Request Form Signed

1.2 Identify Web Project Manager 01/04/07 Project Sponsor approval

2.0 Planning

2.1 Website Project Plan & Scoping 01/06/07 Project Charter Completion
2.2 Analyze Deliverables 01/06/07 Work Breakdown Structure
2.3 Schedule Work for Web Redesign 01/06/07 Project Schedule Signed Off
3.0 Execution
3.1 Press Release for 20th Anniversary 01/10/07 01/14/07 Send Release to Target Press
3.2 Performance Reviews 01/02/07 01/29/07 Communicate feedback/results
4.0 Control
4.1 Portal Content Reviewed & Approved 01/15/07 01/17/07 Post on Sales Portal
5.0 Closure
5.1 Landed CRM Implementation Project 01/20/07 01/24/07 Post-Project Evaluation Done

Action Item 15 – Implement Activity Reporting Process

• 42. Activity Reporting Tool

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Phase 4: Design & Produce Marketing Collateral

Step 1 – Create/Update Sales Support Materials
Conduct a Sales Support Effectiveness Survey to obtain feedback and build alignment with Sales.
Create/update marketing collateral to ensure your sales team has the right tools for the job.

Action Item 16 – Develop Sales Support Materials

• 43. Sales Support Effectiveness Survey

• 44. Product Positioning Tool

• 45. Feature, Advantage, Benefit Tool

• 46. Sales Script Template

• 47. Sales Proposal Template

• 48. Sales Presentation Template

Step 2 – Work with Clients to Develop Case Studies

A case study is a communication tool that outlines how an organization solved a particular business
challenge. Typically, case studies include: the problem, analysis of alternatives, recommended
solution, implementation, and measurable results. Case studies are an excellent way to profile your
target customers while demonstrating how you solved their specific business challenge. They are often
used by Sales to illustrate how an organization has helped clients in a similar industry, size, or other
relevant demographic. Read more with our summary, ‘Increase Sales with Case Studies’

Action Item 17 – Promote Success Stories with Case Studies

• 49. Case Study Template

Step 3 – Demonstrate Commitment to Sustainability

Regulatory compliance, climate change awareness, and strong corporate governance have lead to a
rapid increase in the number of organizations who choose to provide a Sustainability Report to their
internal and external stakeholders. Good corporate citizenry has many business benefits including cost
savings, increased staff recruitment and retention, and improved customer loyalty and brand
preferences. Read more with our summary, ‘Show Responsibility with a Sustainability Report’.

Action Item 18 – Gain Loyalty from Key Stakeholders

• 50. Sustainability Report Template

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Phase 5: Increase Website Traffic & Functionality

For background information, review our summaries that apply to website design & development:

• Website Redesign Best Practices

• Estimating Website Design Costs
• Governing your Corporate Website
• Free Web Analytics from Google
• Optimizing Website with Heat Map Analytics
• Simplifying Search Engine Optimization
• Successful Blogs Increase Customer Satisfaction

Step 1 – Conduct a Website Effectiveness Audit

See sample audit report below. Key considerations for ‘Evaluating Website Effectiveness’ include:

Clear Communication
Brand Consistency & Aesthetic Appeal
User-Friendliness & Easy Navigation
Search Engine Optimization & Structure
Content, Forms, & Contact Information
Transaction Capabilities & Analytics

Website Effectiveness Audit Report Our Firm Competitor1 Competitor2

Clear Communication (35) 25 15 20

Brand Consistency & Aesthetic Appeal (30) 25 21 19

User-Friendliness & Easy Navigation (30) 14 21 20

Search Engine Optimization & Structure (25) 18 14 16

Content, Forms, & Contact Information (35) 21 20 23

Transaction Capabilities & Analytics (20) 11 7 7

Website Effectiveness Score (175) 114 98 105

Action Item 19 – Perform Competitive Website Analysis & Report Results

• 51. Competitive Website Analysis Tool

• 52. Web Audit Report Tool

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Step 2 – Build a Website Program Action Plan

Develop a web marketing strategy, collect & prioritize requirements (see example below), check
infrastructure, report to senior management, develop budget, build an RFP, & select a vendor. Use
our Web Metrics Reporting Tool to analyze website traffic and other key performance indicators.

Web Requirements Priority Strategic Fit Impact Feasibility Total

CG AG EA CV EI $ Risk SR IA
Perfect Requirement 20 10 10 15 15 5 10 10 5 100
Browser Compatibility 19 9 10 9 14 5 5 9 5 85
Web Analytics for Individual Visitors 20 7 7 5 13 5 9 10 5 81
Update Website with New Branding 18 9 6 12 10 4 9 8 4 80
Lead Scoring & Nurturing 19 8 7 13 12 3 6 7 5 80
Clean, Professional Look & Feel 19 10 5 9 14 5 4 8 4 78
Customer Self-Service 17 7 10 15 8 1 7 6 2 73
Email Integration 17 9 8 5 14 4 5 6 1 69
Forms (captures leads) 15 9 9 6 7 5 6 8 4 69

Action Item 20 – Document Strategy & Requirements to Enhance Website

• 53. Website Program Action Plan
• 54. Web Marketing Strategy Scorecard
• 55. Web Requirements Document
• 56. Web Requirements Priority Index
• 57. Website Infrastructure Checklist
• 58. Website Design Budget
• 59. Website Design RFP Template
• 60. Website Vendor Evaluation Matrix
• 61. Web Metrics Reporting Schedule

Step 3 – Govern Website with Policies

Before you market your web presence and start attracting users to your site, be sure to implement
proper governance policies to reduce the risk of expensive litigation. Use our downloadable Privacy
Policy and Terms of Use template as a base-line when creating these essential website policies.

Action Item 21 – Implement Website Related Policies

• 62. Privacy Policy Template

• 63. Terms of Use Policy

• 64. Blog Policy Template

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Phase 6: Develop Public & Analyst Relations

Step 1 – Develop a Public & Analyst Relations Strategy & Plan
Public Relations (PR) is the act of managing communication between an organization and its key public
stakeholders, with a focus on building and maintaining a positive image. PR professionals execute
campaigns targeted at specific audiences, to influence opinions and measure public perception. Public
relations, if done effectively, can be an inexpensive addition to your marketing mix. Read our
summaries, ‘Public Relations Best Practices’ and ‘Analyzing Competitive Ad vs. PR Spending’, for more
details on how to save money on advertising and add public & analyst relations to your arsenal.

As you develop your strategy, consider the

various elements of a PR Program, learn Public Relations Advertising
PR Best Practices, and select the right tools
Free Placement Paid Placements
for your organization. If you anticipate
Slant from journalist Full Creative Control
having difficulty, consider partnering with a
PR agency that has relevant industry Creates Credibility Creates Visibility

experience. Many mid-sized organizations Only mentioned in a story Obvious to consumers

outsource this function, but with the right
Viewed more objectively Will run when you pay
tools and know-how, you can save money
Takes time, no guarantees Simple, if you have cash
and enhance your skill set simultaneously.

Typically, Public Relations Involves:

Evaluating public exposure, opinions, and attitudes

Developing policies for communicating with the public

Implementing communication programs across media channels

Integrating public communications with Marketing programs and brand

Creating goodwill by managing a two-way communication process

Building a positive relationship between the public and the organization

Action Item 22 – Develop Public & Analyst Relations Plan

• 65. Public Relations Plan

• 66. Press Release Template

Action Item 23 – Organize Public & Analyst Relations Program

• 67. Media Relations Database

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 HOW-TO GUIDES

Phase 7: Understand Marketing Automation Options

In the past, marketers were using disparate systems for email marketing, website analytics, direct
mail, online advertising, etc, making it extremely difficult to accurately track the results of integrated
marketing efforts. New advances in Marketing Automation technology are providing mid-sized
enterprises with systems that can automate manual marketing processes and drive efficiency.

Additionally, with the flood of vendors who have come to market, competitive pressures have reduced
the costs of these systems drastically. Most Demand Generation solutions can be integrated directly
with CRM systems to track leads from initial inquiry to sale, providing a closed loop reporting
mechanism for marketing activities, enabling campaign ROI measurement.

Marketing Automation Components

Email Marketing & Database Management

Automated Lead Scoring & Nurturing

Individual User Web Analytics & Tracking

Lead Conversion: Landing Pages & Forms

Reports on Campaign Statistics

Definition of Marketing Automation

Marketing automation solutions incorporate business strategies, marketing processes, and automation
technologies to generate, qualify, and develop leads along the entire sales cycle. Key Marketing
Automation concepts include: Lead Acquisition, Lead Scoring, Lead Nurturing, and Lead Assignment.

Lead Acquisition: leads are acquired when prospects inquire or respond to marketing
campaigns such as tradeshows, email marketing, direct mail, cold-calling, search engine
marketing, online advertising, etc.

Lead Scoring: leads are scored for quality based on explicit profile criteria (job title, company
size, location, etc) and implicit behaviors (web visits, downloads, event registrations, form
submissions, etc).

Lead Nurturing: leads are incubated until they are ready for follow-up by sales. Typically,
nurturing involves steady communications designed to educate the buyer and align purchasing
and sales cycles.

Lead Assignment: once leads reach a specified quality score, they are deemed sales-ready
and are assigned to sales representatives for immediate follow-up.

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 HOW-TO GUIDES
Marketing Automation Process Diagram

At a high level, marketing automation systems allow organizations to generate & execute campaigns
(email, direct mail, advertising, PR, search) to drive prospects to their website where they can be
tracked and measured by the software.

Once a prospect clicks-through on a track-able HTML email link or completes a web form they are
analyzed by the marketing automation system. Next, the system will automatically assess the
prospect’s profile and activity history (page visits, downloads, email opens, flash demo views, etc) to
arrive at a lead score. Then, the prospect is nurtured with automated communications or ‘drip-
campaigns’ until their score reaches a threshold defined by Sales & Marketing as a ‘qualified, sales-
ready, lead’. Finally, the lead is assigned in the CRM system.

Awareness Tracking Scoring Nurturing Assignment

• Email/Ads • Email Links • Profile Grade • Educate • Sales Ready
• Search • Submit Form • Activity Leve • Messaging • Lead in CRM
• PR on website (views, etc) • Align Cycles • Measure ROI

Marketing Automation Solution Benefits

Implementing an integrated Demand Generation infrastructure composed of skilled people, automated

processes, and integrated technology provides numerous benefits, including:

1. Alignment of Sales & Marketing: alignment occurs when sales and marketing can agree on
the definition of a qualified lead; systems are integrated to provide visibility into activities and
results; and the loop is closed between lead source and revenue generated.

2. Increased Win Rates: leads that are scored and nurtured before being handed off to sales
close at higher win rates as purchasing & sales cycles are more aligned.

3. Reduced Cost per Lead: when key marketing processes such as lead scoring, lead nurturing,
and lead assignment are automated, less resources are required to manage new opportunities.
Additionally, the use of a web/email-based approach can drastically reduce acquisition costs for
new prospects and opportunities.

4. Improved Accountability & Credibility: marketing leaders can provide accountability for their
spending once they are able to quantify the impact of their investments. When deployed
properly, Demand Generation solutions increase credibility by providing a system of record that
tracks and measures marketing activities and business results.

5. Better Allocation of Resources: having detailed analytics on prospect behaviors and

campaign ROI provides marketers with the insight needed to optimize spending on the most
profitable marketing programs.

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 HOW-TO GUIDES

Step 1 – Determine Requirements for Marketing Automation

Read the following section to determine if you have requirements for Marketing Automation
technology. Use our Marketing Automation Vendors Matrix to compile a short-list, complete the
Marketing Automation RFP to document requirements, and use the Marketing Automation Vendor
Evaluation Matrix to facilitate the vendor selection process.

Key Marketing Automation System Functionality:

Email Marketing & Database Management: contact lists can be imported, stored, and de-
duplicated; email marketing campaigns can be executed with tracked URLs to determine click-
through rates; prospects from all channels (events, cold-calling, direct mail, etc) can be
tracked by original lead source; variables such as ‘first name’ can be dynamically inserted into
email/direct mail collateral; bi-directional CRM system integration.

Marketing Automation & Lead Scoring/Nurturing: leads can be automatically scored

based on profile criteria and behaviors; leads can be added to nurturing campaigns to align
purchasing & sales cycles; prospects can be routed to the appropriate sales representative
based on assignment rules; sales users can be notified of prospect behavior such as website
visits or document downloads; auto-responder emails are sent when a prospect interacts with
the website (completes a form, etc); automation rules can be configured to add/delete
prospects from programs based on their activities.

Individual User Web Analytics & Search Engine Marketing: individual website visitor
activity can be tracked and provided to sales users; paid search campaigns and online
advertisement programs can be integrated to track original lead source; website search
queries can be tracked and tied to prospects; natural/organic search traffic can be tracked and
keywords used to find your website are identified; non-registered companies can be identified
based on their corporate IP address.

Lead Conversion, Landing Pages/Forms, & PURLs: web forms can be created by
marketing without I/T support; unique URLs can be used to track leads from advertising,
direct mail, or other offline campaigns; personalized URLs (PURLs) or landing pages can be
created to provide more customized interactions with customers; data can be captured from
web forms that were not completed or submitted; forms can block invalid/free email addresses
(hotmail, yahoo, gmail, etc) to ensure leads are qualified; form fields can be customized and
set up to capture additional information during subsequent web visits.

Action Item 24 – Identify Marketing Automation Requirements & Select System

• 68. Marketing Automation Vendors Matrix

• 69. Marketing Automation Consulting RFP

• 70. Marketing Automation System RFP

• 71. Marketing Automation Vendor Evaluation Matrix

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Phase 8: Execute Lead Generation Programs

Executing integrated, multi-channel, campaigns that can be measured effectively can be a daunting
task. This section will provide tools to help you execute Direct Marketing Campaigns, Organize &
Implement Advertising Plans, Optimize Call Center Operations, Schedule Webcasts, Podcasts, and
Tradeshows, and Implement & Monitor Trade Promotions.

Step 1 – Execute Direct Marketing Campaigns

Read our ‘Email Marketing Best Practices’ summary to learn: Email Marketing Definitions; Email
Marketing Benefits and Risks; Email Delivery Best Practices; Benchmarking and Metrics; Email
Marketing Best Practices. Read our ‘List Building Best Practices’ summary to learn about: Permission-
based Marketing; List Acquisition Models; Types of Lists, and List Building Best Practices.

Action Item 25 – Deploy Email/Direct Mail Programs

• 72. Email Marketing Vendor Evaluation Matrix
• 73. Email Marketing Database
• 74. Email Marketing Calculator
• 75. Direct Mail Marketing Database

Step 2 – Organize & Implement Advertising Plan

Search engine keyword programs like Google AdWords and other online pay-per-click (PPC)
advertising campaigns have proven to be an exceptionally inexpensive method for generating web
traffic, qualified leads, and online web-sale revenues. Determining how much daily budget to set
aside; knowing the right amount to spend per-click; and assessing ROI, can be much more difficult.
Read more with our summary, ‘Finding ROI with Online Advertising’

If you are looking to drive traffic to your website, Google AdWords is a cost-effective method which
delivers measurable results to marketers. Read more with, ‘Pull Prospects with Google AdWords’

Action Item 26 – Implement Advertising Plan

• 76. Advertising Plan Checklist

• 77. Advertising Calendar & Budget

• 78. Advertisement Evaluation Matrix

• 79. Online Advertising ROI Calculator

• 80. Competitive Ad vs. PR Analysis Tool

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Step 3 – Optimize Call Center Operations

Make Cold-Calling Work for You. Pound for pound,

cold calling is the most effective form of direct COLD CALLING PROCESS MATURITY
marketing, since it provides a dynamic, personal
Level 1 - Initial/Ad Hoc - sales process
touch that can build trust very quickly. is not documented. Metrics are not
established or measured. No consistency in
productivity levels or sales results. Each
The key success factors for making cold calling salesperson uses a different method to create
work include: measuring the process to increase interest, demonstrate value, and sell.

productivity; providing a compelling value

Level 2 - Repeatable/Intuitive - sales
statement to generate interest; and taking control process is well known but not fully
of the call. documented. Dials, Contacts, Leads, and
Sales goals are not measured. Limited
consistency in productivity & sales results.
Remember that a good rep can make over 200
Level 3 - Defined - sales process is
calls per day, which should result in 10-20
documented. Scripts are developed to ensure
contacts, and 1 sale or highly qualified lead. Be all salespeople follow best practices. Goals
careful to monitor burnout, as it is very common in related to Dials, Contacts, Leads, and Sales,
are measured and managed.
contact centers that have high performing reps
pumping out cold calls and intensely focusing on 5 Level 4 - Measured & Managed - sales
process is fully documented including call
minute sales pitches with a eye toward a ‘one-call,
procedure, objection responses, and economic
one-close’ sale on the first call. value arguments. Metrics exist and are
monitored. Reporting on opportunities is
completed with forecasting tools.
Break your sales process down into its components
and coach your sales reps to perfect the Level 5 - Optimized - sales process is
introduction, value proposition, build the defined, repeatable, measured, managed, and
optimized. Scripts are continually adjusted to
need/problem, present a convincing solution, improve effectiveness. Metrics are used to
handle objections, and close. identify poor performers, or areas that need
to be worked on.

Finally, make results visible with a sales board, and provide incentives that keep your salespeople
motivated to keep their phone engaged for 7+ hours per day. Read more about improving inside
sales with our summary, ‘Making Cold Calling Work for You’.

Most organizations have a very difficult time quantifying the productivity of their inside sales
departments. If you don't have a phone system that captures accurate dialing, contact, and other
productivity metrics, use a simple manual process instead. Read more with our summary:
‘Monitoring Inside Sales Productivity’.

Action Item 27 – Monitor & Measure Contact Center Operations

• 81. Sales Productivity Metrics (Daily)

• 82. Sales Productivity Metrics (Monthly)
• 83. Sales Productivity Metrics (Quarterly)

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Step 4 – Schedule Webcasts, Podcasts, and Tradeshows

Event marketing & tradeshows can be a very useful, but expensive, method for gathering large
quantities of leads from a specific geographic region or market. There are many types of event
marketing, but none are more effective than guerrilla marketing. CRM industry-leader, salesforce.com,
has perfected tradeshows with DreamForce, while managing partner-sponsored sporting events in
cities they are actively targeting. Read more with our summary, ‘Collect Leads with City Tours’

Providing on-demand webcasts to prospective customers is a rapidly growing lead generation strategy.
Instead of having to call a salesperson at a potential vendor, your prospects can complete the
research component of their buying process at their convenience. Read our summary, ‘Generate
Leads with Webcasts’ to determine if this tactic should be added to your marketing mix.

A podcast is a collection of digital media files distributed over the internet using syndication feeds for
playback on portable media players and personal computers. Although podcasters’ web sites may offer
direct download or streaming of their content, a podcast is distinguished by its ability to be
syndicated, subscribed to, and downloaded automatically when new content is added. This is done
using an aggregator or feed reader capable of reading feed formats such as RSS (really simple
syndication). Read more with our summary, ‘Nurture Prospects & Leads with Podcasts’

Following is a condensed Event Planning Checklist to help keep you organized:

Done Pre-Event Tasks Completed Notes

Invite Attendees and Send Pricing Details Enter Date

Make Reservations with Hotel/Catering etc. Enter Date

Determine Required Suppliers, i.e. Security Enter Date

Confirm Key Note Speaker Attendance Enter Date

Line up Audio/Visual Crew if recording podcast Enter Date

Action Item 28 – Build & Maintain Events Schedule

• 84. Event Planning Checklist

• 85. Tradeshow Evaluation Checklist

• 86. Tradeshow Evaluation Matrix

• 87. Tradeshow Lead Capturing Form

• 88. Tradeshow ROI Calculator

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 HOW-TO GUIDES

Step 5 – Implement & Monitor Trade Promotions

“Trade promotion is any expenditure paid directly by a manufacturer to the trade or retail factors in a
given industry as a set amount on a per unit basis or in payment for a merchandising value provided
by the retailer…” - Source: Promotion Marketing Association (PMA)

Trade promotion is a key activity for all consumer marketing plans which encourages increased short-
term sales by effectively decreasing the cost-per-item to the end consumer. By measuring the
incremental increases in sales volume relative to the costs of the trade promotion campaign,
marketers can identify which trade campaigns provide the most return on investment and optimize
their trade plan by investing in the most effective trade channels and promotions. Read more with our
summary, ‘Closing the Loop on Trade Promotions’

Evaluate possible trade promotions with a logical Trade Promotion Evaluation Matrix:

Evaluation Criteria Weighting POP Bundle Sign Floor TPR

Clarity - Is the promotion easy to understand?

On a Scale of 1-10, rank Clarity 10% 6 7 8 4 5

Visibility - Is the promotion clearly visible to customers?

On a Scale of 1-10, rank Visibility 10% 8 7 3 6 4

Cost-Effectiveness - Does the promotion fall within budget?

On a Scale of 1-15, rank Cost-effectiveness 15% 12 10 7 3 2

Validity - Has the promotion been tested before?

On a Scale of 1-10, rank Validity 10% 10 8 6 8 10

Engaging - Does the promotion grab the customer’s attention?

On a Scale of 1-15, rank Effectiveness 15% 11 13 14 15 7

Feasibility - Does the retailer have the infrastructure and resources necessary for set up?
On a Scale of 1-10, rank Feasibility 10% 6 8 4 8 9

Action Item 29 – Evaluate, Implement & Monitor Trade Promotions

• 89. Trade Promotion Evaluation Matrix

• 90. Trade Promotion ROI Calculator

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About Demand Metric

Demand Metric is a management advisory firm delivering Executive Summaries, How-To Guides,
Practical Templates & Tools, and Consulting Services to Sales & Marketing executives in mid-sized
enterprises. Focused on Strategic Planning, Product Management, Lead Generation, and Sales/CRM
Effectiveness, our resources help organizations adopt Best Practices and work more efficiently.

Our advisory memberships provide customers with access to concise Executive Summaries, How-To
Guides, over 200 Practical Templates & Tools, and a weekly email newsletter highlighting new content.
All of our research & tools have been developed based on client feedback and request. Currently,
Demand Metric has a rapidly growing client-base of over 1000 senior Sales & Marketing executives.

Advisory Membership Options:

Free Membership – access to our research, Analyst Blog, How-To Guides, & Sample Tool
Executive Memberships – access to all research plus 200 Practical Templates & Tools
Analyst Memberships – access to research, tools, and Expert Analysts On-Demand

Demand Metric Consulting Services include:

Strategic Planning & Leadership Development

Product Management & Market Research
Lead Generation & Marketing Automation
Sales Effectiveness & CRM Optimization

Visit our Analyst Perspectives Blog to stay up-to-date with trends, best practices, and network with
other professionals in your industry. Contact us to request a complimentary template or tool.

Learn more about Demand Metric on our corporate website: www.demandmetric.com

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