Square One Digital's Scorecard – Find out where you're going wrong

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Summary

Growth Strategy

How do you approach leads who aren’t ready to make a purchase?(Required)

Ignore them and focus on the leads who are ready to buy

Engage them with content and nurture campaigns to build trust over several months

Occasionally follow up but with no clear strategy

Growth Strategy

Without joining a sales meeting, can leads quickly gain a deep understanding of how your(Required)

Yes

Sort of

No

Growth Strategy

Do you have proper systems and processes in place to capture useful marketing and sales data(Required)

Yes we capture lots of data and couldn’t live without it

We capture a lot of data but don’t look at it often or find it overly useful

We capture some data

We don’t currently capture any data

Growth Strategy

Do you actively experiment with different marketing and sales tactics?(Required)

Yes, we typically run several different experiments at the same time

Yes, we change to a new tactic if the last one failed

No, we just use the same approach every time

Growth Strategy

When a tactic doesn’t work, how do you respond?(Required)

Take time to analyse the data generated to understand why and adjust

Spend some time thinking about it but move on to something new pretty quickly s

Assume the tactic is ineffective and move on straight away

Growth Strategy

Have you identified a niche market and designed tailored solutions that directly address their unique challenges, ensuring you attract and retain only the highest value customer types?(Required)

Yes

Sort of

No

Growth Strategy

Do you regularly spend time with customers to get feedback on the effectiveness of your services/solutions and to learn more about their challenges and pain points?(Required)

We gather meaningful new insights from customers on a quarterly or more frequent basis

We interview customers from time to time but it’s not systematic

We don’t spend any time with customers outside of paid engagements

Branding

Which of the following best describes the maturity and scope of your brand?(Required)

A unique brand identity that clearly separates you from competitors and uses curated language to engage potential customers in a relatable way

A basic logo, color scheme and considered approach to the use of language that’s unique and intentionally different to competitors

We have a basic logo and have invested into a strong visual style that’s consistent wherever our brand is active

We have a logo but haven’t invested time or energy into anything beyond that.

Branding

How often do you evaluate and update your brand’s image to stay modern and competitive?(Required)

Regularly, at least once every few years

Occasionally, but it’s not a priority

Rarely, if at all

Not at all; our branding has stayed the same since we started

Branding

What are leads most likely to think about your business after visiting your website?(Required)

“They are clearly industry leaders with enough success to invest heavily into themselves”

“They seem fine, but forgettable, nothing stands out as unique or different in any way”

“There wasn’t much to look at so they seem new or maybe are struggling to find success”

Marketing

How often do you create content specifically for key roles (e.g. C-suite, finance, operations, advisors) that heavily influence a decision maker’s choice of solution and provider?(Required)

Always, we research and tailor content for each role

Sometimes, we use general content that targets multiple roles

Rarely, we primarily focus on the key decision-maker

Marketing

How do you ensure your content reaches the supporting roles behind key decision makers?(Required)

By directly sending tailored content to stakeholders at different levels

Hoping the primary lead will distribute it internally

Sharing through general channels like email blasts or webinars

By inviting leads to a digital sales room that shares documents and tracks lead activity

We didn’t know anyone but the decision makers mattered! We don’t do anything.

Marketing

Do you regularly collect project performance and client satisfaction data on a quarterly or more frequent basis?(Required)

Yes we use specific metrics and KPIs and collect before/after data on every engagement to prove the positive impact of our services/solutions

We sometimes get testimonials if we think we’ll get a good review

We very rarely do anything

Marketing

Does your website promote skim-readable case studies that use data to prove the positive impact of your engagement and client feedback that explains why you were so great to work with?(Required)

Yes, our case studies use data and a a range of client feedback to tell a positive story

No, our case studies look like large blocks of text with a single testimonial

We don’t have case studies

Marketing

Do you regularly host webinars, networking sessions or other online/offline events where leads can experience your personality, subject authority and credibility?(Required)

Yes, we host a range of events designed to build credibility and relationships

Yes, we have one or two events that generate the results we want

Yes, we have one or two events that don’t seem to be having an impact

No, we don’t do anything

Marketing

How easy is it for leads to find your brand when searching online for the services/solutions you sell?(Required)

We rank in the top 3 positions for lots of research and service/solution related keywords

We rank in the top 3 positions for one or two keywords

We don’t rank highly for any keywords

Sales

Are you focusing sales efforts on entire industries or have you defined a market segment and a clear niche that represents the most lucrative and enjoyable type of clients to work with?(Required)

We target many highly defined sub-markets or niches within one or more industries/sectors

We target one or two highly defined sub-market or niche within one or more industries/sectors

We pick an industry/sector and target every type of business within it

Sales

Do you pitch stand-alone services or proprietary solutions (groups of services to achieve a specific outcome or result)?(Required)

We pitch specially packaged solutions designed to tackle specific pain points

We pitch generic services but try to focus on solving pain points with clients

We pitch generic services that customers can pick and choose from

Sales

When do you discover how many research tasks a lead has completed? (problem identification, solution exploration, requirements building, supplier selection, late stage validation and consensus creation)(Required)

We find out before the first sales meeting

We find out during the first sales meeting

We find out after the first sales meeting

We don’t find out at any point

Sales

What’s the primary purpose of your initial sales meetings?(Required)

Diagnose the lead’s needs by asking deep and meaningful questions

Showcase our services and recent big wins

Push to close the sale as quickly as possible

Sales

Do you use AI tools to personalize and humanize your outreach efforts?(Required)

Yes, we use AI to ensure every lead receives bespoke messaging

We use AI for basic personalization e.g. {first_name}, {company_name}

No, we don’t use AI for outreach

We’re not doing outreach

Sales

Do you use your CRM, keep it updated on a weekly basis and stay in touch with every lead for at least two months after the first sales meeting?(Required)

Yes, we do this systematically

We do all of this some of the time

We do some of this some of the time

We don’t use a CRM or we don’t use it properly

Sales

Do you have ways to systematically educate leads and warm them up to your services/solutions in the months/years after the first sales meeting?(Required)

Yes, we have many different ways to engage leads without it feeling like we’re pestering them

Yes we have a few different automated ways to do this

We do but most or all of it is done manually

No we don’t do anything

Sales

Do leads and clients often, without prompt, tell you how good your content is?(Required)

Yes, people often praise our content and how useful it is

One or two have said positive things in the past

No, no-one has made positive comments about our content

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Strategy Score

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Strategy Max score

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Branding Score

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Branding Max Score

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Marketing Score

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Marketing Max Score

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Sales Score

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Sales Max Score

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Total Score

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Total Max Score