Are you a marketing supremo
or learning the ropes?

Purpose

I have a clear purpose and vision for my business

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I have business objectives that are specific, measurable, achievable, relevant & timely

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My company is structured and organised to carry out effective marketing

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I have strong marketing expertise within the company (or it’s key advisors)

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I have an effective marketing planning process that maximises profits by identifying, attracting and keeping valuable customers

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Market segment or niche

I have identified a valuable market opportunity that I could “own”

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I clearly understand my market size and its future potential?

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I monitor my key competitors?

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I have a definition that effectively describes my target customer groups, especially the high value ones?

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My strong understanding of my target customer groups needs, desires & requirements has driven the development of my solutions, benefits and features

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Core message

I have developed a simple and powerful core message that is focused on solving the customer’s problem

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It is as clear and concise as it could be

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Is it distinctive from the competition

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The benefits and features are compelling for my target customer groups, especially the high value ones

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It works equally well to: attract new customers: get existing customers to buy more; & to keep customers for longer

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Marketing communications

My core message cost effectively reaches my target customer groups

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My communications have real impact and attract customers to come to me

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They generate high repeat sales

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They encourage high levels of referrals

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I am making the best use of the marketing communication options available (e.g. advertising, direct marketing, publicity marketing, networking, seminars, public speaking, newsletters, customer magazines, web marketing)

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Sales conversion system

I have a marketing and sales system that converts a high percentage of sales prospects to customers

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I use new technology systems to automate the process and to capture vital data

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My system enables me to evaluate the performance of each step or activity and for different customer groups or channels

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I can accurately forecast future sales and profits

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I can determine which marketing activities give me the best results (highest profits) for each £ spent?

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