Interpreting Your Scores
When one of the three critical marketing functions (technology, content, data) is underperforming, the impact across the business is significant. Even a
single weak link can prevent CMOs and other marketing and sales leaders from attempting to glean insights from reporting and analytics, make data-
driven decisions, and deliver on the brand's promise.
If you scored < 3 on any of the three marketing functions, the table below will demonstrate the business impacts and provide next steps and
recommendations to bring that functional area up to par.
AREA OF
LOW RESILIENCE
IMPACT ON INSIGHTS/
ANALY TICS
IMPACT ON PLANNING/
DECISIONS
IMPACT ON CUSTOMER
EXPERIENCE
RECOMMENDED
SOLUTIONS:
Technology
(Score < 3)
Reporting and analytics
are highly manual and very
time consuming.
Planning decisions are
made based on limited
insights, as the generation
of insights is slow and labor
intensive.
Segmentation and
personalization are less
likely to be supported.
Leads are less likely to be
engaged while still warm.
• Platform assessment
• Lead management
strategies
• ICP and targeting
strategies
Discover our Martech
Services >
Content
(Score < 3)
Insights from reporting
are limited, especially
at the top of the funnel.
Channel and campaign
performance is almost
impossible to assess.
Content planning is based
on poor-quality customer
insights, resulting in the
wrong choice of campaign
themes, channels, and
content assets
CX inevitably suffers
and fails to deliver on
expectations of timely,
relevant content to target
audiences, leading to low
engagement throughout
the customer journey.
• Content Assessment and
Remediation
• Content Strategies
• Content Creation
• Content Attribution
Discover our Content
Services >
Data
(Score < 3)
Reporting and analytics
are unreliable despite best
efforts. Insights are unlikely
to instigate the correct
actions.
Unreliable reporting means
planning and decisions are
made in the dark.
Audience targeting is
inaccurate and unreliable.
Irrelevant content is an
ongoing issue leading to
lower engagement.
• Data Audit
• Data Architecture
• Data Governance
Discover our Data and
Analytics Services >
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