Rebound AssessmentBy Rebound / November 4, 2023 Thank you for your interest in Rebound’s GTM Maturity Assessment. You'll be asked about the current state of GTM activities at your organization. We look forward to analyzing and sharing your results. There is no perfect response to a question. Select the option that most closely aligns with your current organization or workflow. Let’s get Started! Name Email 1. How effective is your website in generating interest in your product or service? We see minimal interaction with our website (limited content to interact with) and our “contact us” form is rarely filled out. The content and messaging on our website are generating some interest; we are writing blog articles and posting now and then on social channels; we’ve started “dabbling” in paid channels. Our website is our biggest lead gen source, and we are actively driving engagement through integrated campaigns and promotional channels. 2. Are you using social media and other digital channels besides your website to drive awareness? We don’t have an active presence on social media or other digital channels We understand the importance of social media and try to post consistently on a few social media channels, but our content doesn’t quite feel purposeful. We’re not getting the results we want. We consistently post on a few social media channels and feel we have established a brand voice and following. 3. Do you feel you are considered a Thought Leader in your market space? We have limited brand awareness and need to amplify our point of view in our industry. We have a POV and have started to establish our POV in blogs and on social media. We need to develop more educational content and expand our POV to more platforms. We are seen as subject matter experts (SME) in our industry and leverage that position to wield influence with potential customers. 4. How persuasive is your product messaging, and is it communicated consistently across the company? Product messaging is inconsistent across the organization. Marketers and sales reps create their own messaging based on varying degrees of product knowledge. We are beginning to develop product messaging, grounded in an understanding of customer requirements and product features. While Marketing uses the messaging, there is not yet broad adoption. We use a standard best practice approach to craft differentiated and compelling product messages, based on input from both customers and internal stakeholders. The messaging is used across the organization and carried through all external and sales assets. 5. Do your product launches increase awareness and generate customer interest? The product group takes the lead in rolling out new technologies, with marketing responsible for the execution of a single event and/or last-minute press announcement. Minimal customer follow-up occurs. Marketing has input into the product group on launch activities and delivers sales materials close to the general availability dates. Marketing orchestrates a strategic plan for product launches, builds content explaining new features and benefits, trains the Sales team, updates the website, and leads an event to generate customer interest. 6. Do your product, marketing, and sales teams collaborate to ensure product success? Sales develops its own customer materials (e.g., presentations, case studies) and manages all pipeline activities, while the product group builds feature/benefit content, with neither group engaging product marketing. Sales and Product teams view Marketing as a tactical function, with Product relying on Marketing for event support and Sales requesting content. Sales is skeptical of lead quality from Marketing and follows up inconsistently. Sales and Marketing align on enablement content priorities based on field usage and requests. These two groups also agree on lead qualification standards, and Sales follows up on most marketing-qualified leads. 7. How well are you attracting customers and creating valuable personalized experiences? We generate the most leads through cold calling, sales outreach, and events. Our website serves a basic market presence role with limited pages and content, and we attract few prospects through digital channels. We are beginning to develop an inbound marketing strategy. We need to improve our channel strategy and product awareness with better messaging, SEO, and compelling content. Our landing pages require stronger CTAs to attract prospects. We attract site visitors through multiple channels. Leads are nurtured through an established MQL-to-SQL handoff process combining automated and personal interactions. 8. Does Marketing actively support Sales with GTM strategies and new offerings? Sales develops its own customer content and communications (presentations, emails, etc.) and manages the pipeline. The Sales team does not speak in a consistent voice about the company and its products. Marketing creates basic materials (capabilities decks, email templates, fact sheets) based on requests from Sales, but Sales remains skeptical about the quality of leads generated by Marketing activities. Sales and Marketing are aligned on enablement content, with priorities shaped by tracking field usage of materials. The lead qualification process for Sales follow up is still evolving. 9. How effectively are you personalizing engagement with your high-value customers and prospects? No formal research process exists to identify high-value account opportunities, and Sales does not rely on Marketing to augment direct selling efforts. Our marketing has broad reach with limited segmentation. We have engaged in some ABM with a few major accounts with lightly tailored content. We tailor content for different stages of engagement and Sales is involved throughout the campaigns. We also have a process to measure the impact of ABM. 10. How effectively are you measuring your performance and KPIs? There are no tools or processes in place to monitor the performance of marketing campaigns or track lead workflows. Marketing is beginning to create basic dashboards to track leads and campaign performance, but the processes are still mostly manual. Sales follows up inconsistently with MQLs. We have started to automate our marketing campaign execution, performance dashboard, and lead generation processes. We use a CRM application to track prospect workflow. 11. How strong are your Marketing Operations processes? We don’t have any tracking or automation of marketing outreach and performance. We rely on our sales team to assess qualified leads. We are tracking leads and campaign performance using a spreadsheet and some of our processes are automated like bulk email campaigns. We automate repetitive tasks like customer emails and actively track performance and costs by channel/campaign, program to understand the best mix for optimal lead generation. 12. Are you ensuring that all sales and marketing material adheres to brand standards? We have not developed any formal processes for brand and product messaging adherence. We have a process in place to ensure that all customer-facing materials adhere to brand standards and that approved messaging is being used, but our sales team is still “mixing and matching” presentation decks and messaging. We have a full version control process in place to track both customer-facing material and all sales presentations to ensure that brand and product messaging is compliant. Time's up
