Assessments

© 2020 DemandLab. All Rights Reserved. | Page 3 Establishing Benchmarks This assessment is designed for CMOs and marketing leaders overseeing multiple marketing areas. Using data collected from hundreds of B2B marketing organizations, DemandLab has developed a set of criteria that serve as reliable indicators of resilience and readiness for next-level marketing. TRUE (+1 points) FALSE (0 points) Technology Can you track lead sources? Lead sources are accurately tracked and reported with a high confidence rating. Are you sending qualified leads to sales? Leads passed to sales have a high likelihood of converting to opportunities. Is your revenue properly attributed to marketing channels and tactics? Revenue is attributed to first/last/every touch throughout the buyer's journey. Content Do you have an editorial calendar and a content strategy? Content creation is planned in advance to support marketing activities and cadences. Is your content targeted? Unique content is created and distributed for specific market/ audience segments. Is your content aligned to the customer journey? Content is aligned to a multi- channel, multi-stage customer journey. Data Is your data organized? Data supports key metrics and is organized to support the ability to make strategic decisions for the business including CX and reporting capabilities. Is your data governed? The business has formalized practices and processes to manage data assets and internal and external data flows, enabling marketing leadership to assess the impact of specific programs/ tactics on the pipeline. Is your data predictive? Data models predict the pipeline and prevent challenges and bottlenecks. Please answer the questions below, track your score, and add up your total points for each area (technology, content, and data).

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