The 50 Questions (marketing)

“THE 50 QUESTIONS” Contact Info: Name, Title: Company/Affiliation: Address: Phone: Email: Your Business Background 1. In 5-7 words, what IS your company? 2. In 8-10 words or less, what does your company DO? 3. What are the company’s top 3 strengths?

4. How many employees do you have? 5. When was the company founded? Describe significant management changes.

6. What key management (names/titles) are currently involved in your marketing initiatives and what are their roles? Any others/contractors?

7. What is your revenue annually? Growth trends? Other trends?

8. Do you have specific financial goals planned out for the next 3 years? 9. Do you currently have investors? Are you actively seeking them? 10. What is your mission statement and/or vision?

11. What is your business philosophy? Where does it come from?

12. What results do you want to deliver to your clients?

13. What are your short-term business goals?

14. Where are you now, specifically, in relation to those goals?

15. What are your long-term business goals?

16. Where are you now, specifically, in relation to those goals?

Your Market and Marketing Activity 17. Who is your ideal customer? (Describe your primary target market.)

18. Who are your primary customers now?

19. What market research have you done?

20. Who are the company’s major competitors?

21. What is your current tagline/slogan?

22. What current marketing/PR/sales promotions are you doing? (Discuss historical performance.)

23. What would you like to achieve from your Marketing/PR? Be specific and include a timeframe.

24. What media are you currently using for advertising/PR/Lead generation? Describe success rates with each.

25. What marketing materials are currently available? Describe success rates with each.

26. What specific marketing initiatives are you interested in?

27. Why are you looking for marketing/PR assistance now? What is driving that decision?

Your Products and Services 28. List all of the company’s products/services. Put an asterisk next to the best selling product/service.

29. What is the reason why this is the best seller? 30. What, specifically, makes your company’s products/services unique? In a market that is difficult to differentiate, explain what concept you are selling instead of a product feature/benefit set.

31. Have you created a unique brand for the products/services listed in question 28? 32. Looking at each product/service name listed in question 28 AS IF YOU WERE THE PROSPECT, do you understand (or can you infer) what each product/service DOES? Customer and Prospect Information 33. How do customers and prospects find you currently? 34. How are you currently tracking prospects and customers (e.g., CRM system, database)?

35. Do you have specific tools and processes implemented to capture and consolidate voice of the customer data?

36. How are you tracking and measuring customer satisfaction? 37. What is your website traffic like? 38. How satisfied are you with your existing website content? Design? Usability?

39. Do you have testimonials? If so, how did you collect them?

Internal Environment 40. What is your employee turnover rate like? 41. Do you have clearly defined job descriptions and an organizational chart? 42. Do you currently measure employee satisfaction? 43. Do you have a standard performance review process? 44. How many people in your company would respond to question 2 in the same way that you did?

45. How many people in your company would respond to question 3 in the same way that you did?

46. Do your internal tools and processes adequately support the fulfillment functions? 47. Do your internal tools and processes adequately support the sales cycle? 48. Do your internal tools and processes adequately support the customer service representatives?

Two Last Questions 49. What questions did I not ask that you’d like to answer?

50. What questions do you have for me?

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