Name
Designation
Email (Official)
Company
 
 
 
1. What are the major focus areas in marketing for the current year?
 
    Yes No * Examples
a)  Strategic Marketing     
b)  Solution / Product Marketing     
c)  Customer Acquisition     
d)  Customer Branding     
e)  Employee Branding     
f)  Influencer Marketing     
g)  Marketing Infrastructure Creation     
h)  Any other     
 
 
         * Give examples of specific initiatives under each area of Marketing  
 
   
2. Prioritize the following marketing strategies and rank the respective marketing programs:  
   
i)   Strategic Marketing:
      Marketing Programs High Medium Low Program implemented
(Y)       (N)
      a)  Corporate Branding and Positioning     
      b)  Channel Marketing Strategies     
 
ii)  Solution / Product Marketing:
      Marketing Programs High Medium Low Program implemented
(Y)       (N)
      a)  Conceptualize new
           Services / Products / Solutions
      b)  Implement Go to Market
           Strategies for Solutions / Products
    
    
 
iii) Customer Acquisition:
      Marketing Programs High Medium Low Program implemented
(Y)       (N)
      a)  Market Opportunity Assessment / Market Entry /            Market Penetration
      b)  Partner Management
      c)  Lead Generation Campaigns
      d)  Trade Shows and Events
 
iV) Customer Branding:
      Marketing Programs High Medium Low Program implemented
(Y)       (N)
      a)  Customer Relationship Programs     
      b)  Customer Satisfaction Study     
      c)  Newsletters     
      d)  Account based Marketing     
      e)  White Papers     
      f)  Extranet     
      g)  Customer Events     
 
V)  Employee Branding:
      Marketing Programs High Medium Low Program implemented
(Y)       (N)
      a)  Internal Newsletters     
      b)  Employee Satisfaction Survey     
      c)   Events     
      d)  Training and Development
           Programs		     
      e)  External Programs targeting at
           Prospective Employees		     
 
 
   
3. What is the size (total staff) of your marketing team?  
   
 
   
4. What percentage(%) of revenues is allocated towards your marketing spend?  
   
  a)  Total Spend  
   
  b)  Offline Spend  
   
  c)  Online Spend  
   
 
   
5. Who does the marketing function report to?  
   
  a)  Chief Executive Officer b)  Head of Sales c)  Chief Operating Officer d) Others (Please Specify)
 
   
 
   
6. Please mention the different modes of online marketing that your company practices.  
   
 
a)  E-mail Marketing
b)  Online Advertising
c)  Search Engine Marketing
 
d)  Google Ad Words
e)  Web Tracking
 
   
 
 
7.

 Are you planning to outsource any part of your current marketing function? If so, what is the reason for outsourcing?
 
Marketing
Program 		Lack
of
Bandwidth		 Lack of
Internal
Capabalities 		Focus on Strategic Marketing Initiatives Budget
Constraints 		Not
Outsourcing
      a) Lead Generation
      b) Research
      c) Content Writing
      d) Creative Inputs
      e) Media
      f)  Online Marketing
      g) Event Management
      h) Customer Satisfaction
          Studies
 
 
 
8. What are the metrics you use to measure effectiveness of your marketing programs?
 
  i) Business Development:                                                                                                             Yes      No
  a) Number of leads generated through direct marketing activities     
b) Number of leads converted to sales     
c) Cost per activity     
  ii) Online Marketing:
  a) Total number of leads generated     
b) Number of impressions / Sites per page hits     
c) Number of document downloads / White Paper downloads     
d) Number of specific actions / Webcast registrations     
e) Number of Email address opt-ins     
f)  Number of leads converted to sales     
  iii) Branding:
  a)  Number of media mentions     
b)  Number of mentions in the industry analyst reports     
c)  Number of speaking opportunities     
d)  ROI from media programs     
e)  Number of event registrations     
 
 
 
9. Here are some typical challenges faced by the marketing function in an organization. Please select ones that are applicable to you.
  a)  Lack of a differentiated brand image
b)  Inadequate budgets
c)  Attrition/Access to talent
d)  Lack of involvement with delivery team
e)  Lack of coordination with sales teams
  f)  Lack of emphasis on marketing
g)  Leveraging partner relationships
h)  Outgrown current marketing programs
i)  Other
 
   
 
   
10. How does your organization view the role of marketing?
  a)  Sales Support Organization
b)  Sales Enabler
c)  Market Evangelizer
d)  Contribute to Service/Product Conceptualization
d)  Thought Leader
  e)  Market Pulse
 
   
 
   
11.
How can you differentiate your marketing organization from peers and other companies in the industry? Please elaborate with specific examples like linking business results to Marketing initiatives, qualitative or quantitative feedback from the market or stakeholders.
 
 
   
 
   
12.
Can you describe a situation where under difficult circumstances and limited resources, your marketing team conceptualized and implemented an idea successfully? This could be in the areas of:
 
 
 
  a) Corporate Branding (Max. 500 Characters)
b) Service/Product Launch

c) Employee Branding
  d) Others
 
   
 
 
13.
Has any of your marketing programs resulted in any or more of the following:
 
  i) Increase in top line – give percentage(%) contribution  
  a)  Through new customers
b)  Existing customers
ii) Increase in bottom-line
iii) Reduced sales cycle by x months
iv) Increase in customer satisfaction
v) Increased brand recall
 
 
14.
Is there anything else that you would like to add about your marketing function?