Marketing Reality Check — Free 25-Point Self-Assessment

Category 01Strategic Marketing

0 / 5

✓

We have a clearly defined target customer, beyond just "business owners" or "women 25–45"

You know their specific pain, their buying trigger, and what makes them choose you over anyone else.

✓

We know what makes us different from competitors, and can say it in one sentence

Not "great service" or "quality work." A real, specific reason someone should choose you.

✓

Our revenue goals are connected to specific marketing activities

You can trace a path from "we need $X in revenue" to the exact actions driving it.

✓

We've done a competitor analysis in the last 12 months

You actively know what others in your space are doing, and have made decisions based on it.

✓

Our market positioning is consistent across every channel we use

Website, social, ads, and proposals all say the same thing about who you are and who you serve.

Category 02Digital Marketing

0 / 5

✓

We know which channels bring us the most qualified leads, not just traffic

You have data, not assumptions. You can name the channel and show the numbers.

✓

Our website is built to convert visitors into leads, not just to look good

There's a clear next action, a compelling offer, and you track how many people take it.

✓

If we run paid ads, we track ROI, not just clicks and impressions

You know what each lead costs, what converts, and whether the spend is profitable.

✓

We use email marketing with a consistent cadence and measurable open/click rates

Not just newsletters when there's something to say, a deliberate sequence tied to your funnel.

✓

Our content strategy is tied to search intent, not just what we feel like posting

SEO, blog, or social content is planned around what your buyers are actually searching for.

Category 03Growth Marketing

0 / 5

✓

We track conversion rate at each stage of our funnel, not just the end result

You know how many visitors become leads, how many leads become calls, how many calls become clients.

✓

We know our exact cost per lead (CPL)

You can calculate it right now, total spend divided by leads generated over any given period.

✓

We know our customer acquisition cost (CAC) and how long it takes to recover it

You understand your unit economics well enough to know whether growth is profitable at current scale.

✓

We test and iterate, we don't run the same thing for months without measuring what works

A/B tests, landing page experiments, creative variants. You make decisions from data, not gut feel.

✓

We have a retention or referral system, not just hoping clients come back or recommend us

A documented process for turning happy clients into repeat revenue or qualified referrals.

Category 04Branding

0 / 5

✓

Our visual identity is consistent across every platform, website, social, proposals, packaging

Same colours, fonts, and style. Not "close enough", actually consistent.

✓

Our tone of voice is defined and used consistently by everyone on the team

Written guidelines exist. A new team member could read them and write on-brand copy without your input.

✓

Someone who sees our content for the first time would immediately know it's ours

Not because of a logo in the corner, because of style, voice, and what you talk about.

✓

Our brand reflects the clients we want, not just the clients we've had

Your positioning attracts your ideal client. You don't get the wrong inquiries because of mixed signals.

✓

We have a clear brand promise that is meaningful to our buyer, not just us

It's specific. It connects to what clients actually want. It's not "quality" or "passion" or "excellence."

Category 05Customer Experience (CX)

0 / 5

✓

We have a documented customer journey, from first contact to close to retention

Every step is mapped. You know where people drop off and have made decisions to fix it.

✓

We collect feedback from every client after working together

Structured, not casual. You use it to improve, not just to feel good about a 5-star review.

✓

Our onboarding process is clear, documented, and consistent for every new client

It doesn't depend on you personally running it every time. It works without you.

✓

We have a follow-up system for leads who didn't convert the first time

Not just "we reach out sometimes." A defined sequence that runs without manual effort each time.

✓

Our clients know exactly what to expect at every stage, there are no surprises

Scope, timeline, communication cadence, deliverables, all clear before work begins.

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