Marketing Risk Quotient Survey 2010
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1. MARKETING RISK QUOTIENT™ (MRQ)
1
. Take a few minutes to review each statement which describes a different aspect of strategic marketing practice. (Not all may be appropriate for your firm so do not be concerned.) Check the box which most closely matches your understanding of what your firm does.
Your responses will be kept confidential.
Please indicate the following information so we can send you your MRQ by email based on your response. The information you provide will be presented in comparison to the averages calculated for other firms.*
* Please note: comparative information will be provided based on this MRQ survey receiving sufficient response so as to be meaningful
Take a few minutes to review each statement which describes a different aspect of strategic marketing practice. (Not all may be appropriate for your firm so do not be concerned.) Check the box which most closely matches your understanding of what your firm does. Your responses will be kept confidential. Please indicate the following information so we can send you your MRQ by email based on your response. The information you provide will be presented in comparison to the averages calculated for other firms.* * Please note: comparative information will be provided based on this MRQ survey receiving sufficient response so as to be meaningful
Your Name:
Your Email Address:
Name of Firm:
Your Position At Your Firm:
Focus of Your Consulting Activity:
Size of Firm (approximate number of partners):
Start of Your Fiscal Year (if not January 1):
2
. We commission qualitative and quantitative research in order to understand and scope existing and emerging needs among prospective clients
We commission qualitative and quantitative research in order to understand and scope existing and emerging needs among prospective clients
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
3
. We analyze market segmentation for each of our service lines — for example, identifying the most valuable and vulnerable segments
We analyze market segmentation for each of our service lines — for example, identifying the most valuable and vulnerable segments
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
4
. Through research and analysis, we try to enhance the “benefit bundle” of our service offerings and use this to improve how we communicate benefits of each service in PowerPoints, White Papers, publicity and advertising
Through research and analysis, we try to enhance the “benefit bundle” of our service offerings and use this to improve how we communicate benefits of each service in PowerPoints, White Papers, publicity and advertising
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
5
. We do controlled testing to optimize how much to spend on marketing for most effective levels of impact on growth and Return on Investment
We do controlled testing to optimize how much to spend on marketing for most effective levels of impact on growth and Return on Investment
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
6
. We employ targeted marketing techniques — and tailor to specific key prospects our messaging, presentation of service offerings and what is spent to capture the business
We employ targeted marketing techniques — and tailor to specific key prospects our messaging, presentation of service offerings and what is spent to capture the business
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
7
. We integrate the Marketing and Professional Selling sides of the house in terms of planning, messaging, client support and other activity
We integrate the Marketing and Professional Selling sides of the house in terms of planning, messaging, client support and other activity
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
8
. We identify the extent and intensity of “buying inhibitors” specific to the consideration process for each of our service offerings and then develop counter-arguments to overcome these purchase decision barriers
We identify the extent and intensity of “buying inhibitors” specific to the consideration process for each of our service offerings and then develop counter-arguments to overcome these purchase decision barriers
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
9
. Our competitive intelligence focuses on underlying trends in the market in addition to what other firms are doing
Our competitive intelligence focuses on underlying trends in the market in addition to what other firms are doing
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
10
. We do post-mortems, supported by insights from outside suppliers, to know why our prime competitors won the last shoot out — or why they lost
We do post-mortems, supported by insights from outside suppliers, to know why our prime competitors won the last shoot out — or why they lost
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
11
. We closely map our lead generation process, front to back, to identify where there are shortfalls that need to be corrected
We closely map our lead generation process, front to back, to identify where there are shortfalls that need to be corrected
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
12
. We use a range of techniques, including research, to evaluate the appeal and motivational impact of all collateral materials (White Papers, Case Studies, Perspectives, Research Reports)
We use a range of techniques, including research, to evaluate the appeal and motivational impact of all collateral materials (White Papers, Case Studies, Perspectives, Research Reports)
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
13
. We pre-test new communication approaches for higher response and New Client interest
We pre-test new communication approaches for higher response and New Client interest
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
14
. We do post-engagement evaluations to understand why the client did or did not agree to expand the relationship and add on work
We do post-engagement evaluations to understand why the client did or did not agree to expand the relationship and add on work
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
15
. We identify and quantify the “frozen perceptions” about our brand (ingrained biases or unspoken preconceptions), which undercut immediate reception of our story in the mind of the prospect
We identify and quantify the “frozen perceptions” about our brand (ingrained biases or unspoken preconceptions), which undercut immediate reception of our story in the mind of the prospect
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
16
. We integrate our messaging across channels in a disciplined process and include traditional media and digital platforms
We integrate our messaging across channels in a disciplined process and include traditional media and digital platforms
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
17
. We apply Relationship Marketing methods to build the “bond” with clients, listening to their feedback, engaging and supporting the in-person interaction of partners
We apply Relationship Marketing methods to build the “bond” with clients, listening to their feedback, engaging and supporting the in-person interaction of partners
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
18
. We track word of mouth on the Web to identify key drivers of interpersonal communication and referral behaviors
We track word of mouth on the Web to identify key drivers of interpersonal communication and referral behaviors
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
19
. We apply a number of performance metrics to understand which of our marketing and business development activities are garnering higher returns
We apply a number of performance metrics to understand which of our marketing and business development activities are garnering higher returns
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
20
. We operate with a Dashboard for Management oversight of marketing and business development activity
We operate with a Dashboard for Management oversight of marketing and business development activity
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
21
. We use independent firms and research specialists to gain insights on a “blind basis” and overcome the bias that can occur with in-house-executed studies
We use independent firms and research specialists to gain insights on a “blind basis” and overcome the bias that can occur with in-house-executed studies
Never do this
Have not done this, but plan to do in next 12 months
Have done this infrequently and not in depth
Have done this infrequently with solid results
Do this regularly and well
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