Your Scorecard:
Below is a summary and description of your self-evaluation. Print this page for reference.
Competitive Differentiation
Level 1
Services, products and customer experience are substantially similar to other providers. Main competitive differentiator is price.
Competitive Differentiation
Level 2
Competitive differentiation limited to product features.
Competitive Differentiation
Level 3
Differentiation through unique product and service bundling or capabilities not offered by competition.
Competitive Differentiation
Level 4
Vertical market focus with industry (or micro-market) specific add-on capabilities/features. Unique customer experience differentiators around support or service.
Competitive Differentiation
Level 5
Uncontested market space by differentiating along a unique axis that reaches beyond current market boundaries and existing demand.
Messaging & Positioning
Level 1
Positioning is completely product and feature centric. Positioning is effective only for customers who already know what they need and are already familiar with the specific application domain.
Messaging & Positioning
Level 2
Basic customer-centric benefits positioning. Lack of consistent application of messaging across all channels and collateral.
Messaging & Positioning
Level 3
Customer centric positioning with benefits and the application of as appropriate. Consistent application of messaging throughout all collateral.
Messaging & Positioning
Level 4
Well-defined messaging & position framework including explicit customer personas. Messaging focused on explicit benefit or pain for a very targeted audience.
Messaging & Positioning
Level 5
Vertical (e.g. Real Estate), Horizontal specialization (e.g. Finance), or other micro-market specific positioning. User focus groups or surveys are pro-actively used to incorporate customer feedback into product life-cycle.
Offering Definition
Level 1
Typically characterized by uncompetitive pricing, minimum contract terms, minimum # of users, confusing pricing, too many tiers of service, multiple tiers instead of "add-on" options
Offering Definition
Level 2
Competitive pricing and correct packaging. Barriers with contracts or bundles.
Offering Definition
Level 3
Small number (2-3) of different customer/user "plans" that align correctly with end-user or customer personas. Value differentiation between different price plans is clear and significant.
Offering Definition
Level 4
Unique differentiation of packaging or pricing that sets the provider apart. Offerings packaged along a different axis than competition.
Offering Definition
Level 5
Micro-market specific packaging/bundling of service with vertically focused add-ons. Market research used to understand customer price-point sensitivities.
Demand Generation
Level 1
No online campaigns. Other demand generation activities (e.g. print ads, direct mail, etc) do not leverage the website.
Demand Generation
Level 2
Broad brand or awareness online campaigns. Offline marketing directs customer online for more information. Lack of consistent story.
Demand Generation
Level 3
Proactive online campaigns reinforce offline demand generation. Product or need-based demand generation. Basic marketing analytics and dashboard used consistently.
Demand Generation
Level 4
All demand generation campaigns drive to a specific micro-site or landing page. All campaign activities are well coordinated and integrated. Weekly online marketing campaign management.
Demand Generation
Level 5
Integration of social networking campaigns. Flexibility on brand guidelines and in-market positioning based on target audience.
Online Experience
Level 1
Customers are unable to find offerings online. Presentation is confusing or UI doesn’t draw customers to key information. Key information is missing or outdated. No clear call-to-action.
Online Experience
Level 2
Basic ‘brochure’ site. Customers have most of the information needed to make a buying decision, but access requires multiple clicks. Limited search. Complex or non-existent online self-subscription.
Online Experience
Level 3
Design is attention-getting and clear. Users can easily navigate and find all necessary info.
Self-guided site that allows customers to 1) Search; 2) Find; 3) Self Qualify; 4) Try (Free Trial where possible); 5) Make the buying decision; 6) Buy; 7) Activate and Administer.
Online Experience
Level 4
Differentiated sub-sites and/or landing pages based on marketing campaigns and customer segmentation.
Integrated online knowledge base and live-chat for both sales support and post-sales support.
Online Experience
Level 5
Integrated up-sell and cross-sell activities into customer "control panel". Pro-active and ongoing customer feedback management (surveys of customer panels by segment to assess customer experience, satisfaction, needs). Proactive customer referrals and promotion.
Direct/Indirect Sales Processes
Level 1
Direct sales only. No pro-active lead qualification. No customer segmentation by size or industry. Characterized by tendency to focus too far up-market. Long sales cycles. Lack of "solution specialist" capability results in inability to overcome common objections.
Direct/Indirect Sales Processes
Level 2
Direct Sales, indirect channels, telesales, but with ineffective processes for lead qualification and routing of leads to "best qualified" channel. Provider is actively working to train sales and revise processes to improve effectiveness.
Direct/Indirect Sales Processes
Level 3
Pro-active management of direct sales, inside sales, and channel partners. Focus on customer segmentation and lead qualification. Pro-active training.
Direct/Indirect Sales Processes
Level 4
Integrated lead/opportunity flow for channel partners. Mature process for lead qualification and routing of leads. Customer segmentation and qualification "drives" the opportunity management.
Direct/Indirect Sales Processes
Level 5
Vertical or micro-market focused channel partners with lead flow integrated into micro-marketing campaigns. Channel partner branded sales sites. Integration of channel partner into knowledge base, live chat, etc.
Customer Service
Level 1
Customer Service is nonexistent or low quality. Single path support (phone or email) with difficult to find contact info. Support reps lack knowledge or authority to easily resolve issues. Reps measured on how quickly to end call/number of cases resolved, not actual long-term resolution.
Customer Service
Level 2
Clearly available “Contact Us” service with phone numbers and email address. Online FAQs that are updated and robust. Response times < 24 hours.
Customer Service
Level 3
Integrated online knowledge base for simple questions; live-chat for pre- or post-purchase support. Active customer support and exchange forum. Reps have training and authority to resolve most issues.
Customer Service
Level 4
Outbound support introduction and promotion (email and phone) in first 30 days. Client satisfaction actively measured for support.
Customer Service
Level 5
Programs in place to proactively teach, assist, and answer questions for customers during the first 60-90 days. Focus on ensuring adoption and promotion, not just problem solving.
Organizational Effectiveness
Level 1
Ad-hoc organizational and departmental behaviors with a lack of internal alignment towards achieving a common vision or business objectives.
Organizational Effectiveness
Level 2
Good executive leadership in place and committed to drive change and improve business performance by driving improvements in accordance with the "key success factors".
Organizational Effectiveness
Level 3
Organizational alignment around business objectives and customer needs. Repeatedly follow a short and defined life-cycle for the successful introduction of new or revised product offerings.
Organizational Effectiveness
Level 4
Strong executive sponsorship for improving existing offerings and adding new value-added service offerings. Proven organizational agility and rapid time-to-market in response to competitive threats.
Organizational Effectiveness
Level 5
Organization is designed and internally aligned for change. Specific processes for continuous improvement. Healthy balance of management (stability) and leadership (fostering change).