B2B Assessment

What is your CRO-Readiness Score?

Is your company a CRO-Ready organization?
What are your opportunities for improvement?

Answer the following questions until your company’s CRO-Readiness Score appears.

1. There is a defined, executed, and measured Demand Process
2. There is a defined, executed, and measured Sales Process
3. There is a defined, executed, and measured Post-Sale Customer Lifecycle Process
4. The demand, sales, and customer lifecycle processes are: (Select the answer that most closely aligns)

Separate - each org operates and measures its own process

Aligned - each org operates its own process with clean handoffs. Data is consolidated and metrics are calculated in the same way across all processes

Integrated - the revenue team manages a single process with consolidated measurement
5. Marketing consults with sales in the creation and management of sales lead generation campaigns
6. Sales has input into the creation and improvement of marketing collateral, both online and offline
7. Marketing and sales are well aligned through shared objectives and joint performance metrics
8. Sales has input into the planning and the execution of marketing campaigns
9. Sales consults with Marketing prior to setting sales targets
10. Both sales and marketing have access to the sales pipeline and related account information
11. Marketing has a good understanding of how sales executes
12. Sales understands how marketing fulfills buyers’ online interaction needs
13. Sales can easily find relevant and impactful marketing content and collateral for use with buyers and customers
14. Marketing has a good understanding of which marketing materials are being used by the top-performing salespeople
15. There is a formal process for capturing, creating, and distributing of customer testimonials
16. Sales can easily provide feedback on sales and marketing materials to drive improvement/optimization.
17. Marketing has insight into the sales forecasting process
18. Marketing leverages insights from the sales pipeline and forecast to adjust its digital demand programs
19. Marketing, sales, and customer success operate: (Select the answer that most closely aligns)

Separately - we collaborate at the individual level as needed;

Aligned - we have specific alignment checkpoints (QBRs, joint launch reviews, etc.)

Integrated - needs of buyers across all lifecycle stages are taken into account when building or executing anything in sales, marketing, or customer success.
20. Marketing is rewarded and recognized for its contribution to success in revenue generation
21. Sales and marketing hold each other accountable for their respective goals, KPIs, and contributions to revenue generation
22. Sales knows how to effectively leverage all resources (including portfolio marketing and product developers) in their interactions with customers
23. Marketing works with Customer Success to support digital interactions with customers post-sale
24. Customer Success has easy access to collateral that supports post-sales customer adoption, value realization, and expansion efforts
25. There is an effective handoff between sales and customer success such that customer expectations and value requirements can be realized post-sale
26. Customer success and marketing participate in sales account and territory planning and quarterly review sessions
27. Insights collected by marketing from buyer interactions are readily available to sellers and customer success managers
28. Sales, Marketing, and Customer success identify what technology investments to make: (Select the answer that most closely aligns)

Separately - we collaborate at the individual level as needed;

Aligned - we have specific alignment checkpoints (QBRs, joint launch reviews, etc.)

Integrated - needs of buyers across all lifecycle stages are taken into account when building or executing anything in sales, marketing, or customer success.
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B2B Assessment

What is your CRO-Readiness Score?

1. There is a defined, executed, and measured Demand Process

2. There is a defined, executed, and measured Sales Process

3. There is a defined, executed, and measured Post-Sale Customer Lifecycle Process

4. The demand, sales, and customer lifecycle processes are: (Select the answer that most closely aligns)

5. Marketing consults with sales in the creation and management of sales lead generation campaigns

6. Sales has input into the creation and improvement of marketing collateral, both online and offline

7. Marketing and sales are well aligned through shared objectives and joint performance metrics

8. Sales has input into the planning and the execution of marketing campaigns

9. Sales consults with Marketing prior to setting sales targets

10. Both sales and marketing have access to the sales pipeline and related account information

11. Marketing has a good understanding of how sales executes

12. Sales understands how marketing fulfills buyers’ online interaction needs

13. Sales can easily find relevant and impactful marketing content and collateral for use with buyers and customers

14. Marketing has a good understanding of which marketing materials are being used by the top-performing salespeople

15. There is a formal process for capturing, creating, and distributing of customer testimonials

16. Sales can easily provide feedback on sales and marketing materials to drive improvement/optimization.

17. Marketing has insight into the sales forecasting process

18. Marketing leverages insights from the sales pipeline and forecast to adjust its digital demand programs

19. Marketing, sales, and customer success operate: (Select the answer that most closely aligns)

20. Marketing is rewarded and recognized for its contribution to success in revenue generation

21. Sales and marketing hold each other accountable for their respective goals, KPIs, and contributions to revenue generation

22. Sales knows how to effectively leverage all resources (including portfolio marketing and product developers) in their interactions with customers

23. Marketing works with Customer Success to support digital interactions with customers post-sale

24. Customer Success has easy access to collateral that supports post-sales customer adoption, value realization, and expansion efforts

25. There is an effective handoff between sales and customer success such that customer expectations and value requirements can be realized post-sale

26. Customer success and marketing participate in sales account and territory planning and quarterly review sessions

27. Insights collected by marketing from buyer interactions are readily available to sellers and customer success managers

28. Sales, Marketing, and Customer success identify what technology investments to make: (Select the answer that most closely aligns)