REAL MARKETING FITNESS TEST - for an accurate score, please answer as many questions as possible!

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* 1. Your Work-Life Balance

	False	Sometimes true	True
I set my own daily and weekly agendas. My work has not taken over my life.	I set my own daily and weekly agendas. My work has not taken over my life. False	I set my own daily and weekly agendas. My work has not taken over my life. Sometimes true	I set my own daily and weekly agendas. My work has not taken over my life. True
I have a happy and healthy personal life with regular exercise and relaxation.	I have a happy and healthy personal life with regular exercise and relaxation. False	I have a happy and healthy personal life with regular exercise and relaxation. Sometimes true	I have a happy and healthy personal life with regular exercise and relaxation. True
The business makes sufficient time to do its marketing effectively.	The business makes sufficient time to do its marketing effectively. False	The business makes sufficient time to do its marketing effectively. Sometimes true	The business makes sufficient time to do its marketing effectively. True

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* 2. Customers

	False	Sometimes true	True
We know the profiles and characteristics of our ideal customers.	We know the profiles and characteristics of our ideal customers. False	We know the profiles and characteristics of our ideal customers. Sometimes true	We know the profiles and characteristics of our ideal customers. True
We focus on working for customers who value our products or services.	We focus on working for customers who value our products or services. False	We focus on working for customers who value our products or services. Sometimes true	We focus on working for customers who value our products or services. True
Our business is customer-focused with our customers at the centre of everything we do.	Our business is customer-focused with our customers at the centre of everything we do. False	Our business is customer-focused with our customers at the centre of everything we do. Sometimes true	Our business is customer-focused with our customers at the centre of everything we do. True
Existing customers are treated as well as new customers.	Existing customers are treated as well as new customers. False	Existing customers are treated as well as new customers. Sometimes true	Existing customers are treated as well as new customers. True
Our customer care processes are robust.	Our customer care processes are robust. False	Our customer care processes are robust. Sometimes true	Our customer care processes are robust. True
We have a high level of customer retention and repeat business.	We have a high level of customer retention and repeat business. False	We have a high level of customer retention and repeat business. Sometimes true	We have a high level of customer retention and repeat business. True
We give sufficient importance to customer retention and not just acquiring new customers.	We give sufficient importance to customer retention and not just acquiring new customers. False	We give sufficient importance to customer retention and not just acquiring new customers. Sometimes true	We give sufficient importance to customer retention and not just acquiring new customers. True

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* 3. Research & Insights

	False	Sometimes true	True
We collect and analyse feedback from customers on an ongoing basis, or annually, as a minimum.	We collect and analyse feedback from customers on an ongoing basis, or annually, as a minimum. False	We collect and analyse feedback from customers on an ongoing basis, or annually, as a minimum. Sometimes true	We collect and analyse feedback from customers on an ongoing basis, or annually, as a minimum. True
We appreciate the key trends in our market which represent opportunities and threats.	We appreciate the key trends in our market which represent opportunities and threats. False	We appreciate the key trends in our market which represent opportunities and threats. Sometimes true	We appreciate the key trends in our market which represent opportunities and threats. True
We know the strengths, weaknesses and approach to marketing of our 5 key competitors.	We know the strengths, weaknesses and approach to marketing of our 5 key competitors. False	We know the strengths, weaknesses and approach to marketing of our 5 key competitors. Sometimes true	We know the strengths, weaknesses and approach to marketing of our 5 key competitors. True

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* 4. Marketing Strategy & Plans

	False	Sometimes true	True
The marketing objectives for the business are written down..	The marketing objectives for the business are written down.. False	The marketing objectives for the business are written down.. Sometimes true	The marketing objectives for the business are written down.. True
To achieve these objectives, the business is moving in a clear, long term direction based on a strategy. Key decisions follow that direction.	To achieve these objectives, the business is moving in a clear, long term direction based on a strategy. Key decisions follow that direction. False	To achieve these objectives, the business is moving in a clear, long term direction based on a strategy. Key decisions follow that direction. Sometimes true	To achieve these objectives, the business is moving in a clear, long term direction based on a strategy. Key decisions follow that direction. True
We have a written marketing action plan which details actions for generating new business and other marketing activities.	We have a written marketing action plan which details actions for generating new business and other marketing activities. False	We have a written marketing action plan which details actions for generating new business and other marketing activities. Sometimes true	We have a written marketing action plan which details actions for generating new business and other marketing activities. True
We use simple marketing checklists to detail our marketing actions.	We use simple marketing checklists to detail our marketing actions. False	We use simple marketing checklists to detail our marketing actions. Sometimes true	We use simple marketing checklists to detail our marketing actions. True
Marketing is sufficiently resourced in terms of people and time to ensure marketing activities are executed on time.	Marketing is sufficiently resourced in terms of people and time to ensure marketing activities are executed on time. False	Marketing is sufficiently resourced in terms of people and time to ensure marketing activities are executed on time. Sometimes true	Marketing is sufficiently resourced in terms of people and time to ensure marketing activities are executed on time. True
The marketing team has sufficient marketing skills in strategic marketing and execution.	The marketing team has sufficient marketing skills in strategic marketing and execution. False	The marketing team has sufficient marketing skills in strategic marketing and execution. Sometimes true	The marketing team has sufficient marketing skills in strategic marketing and execution. True

Please add any challenges relating to developing and executing your marketing strategy and plans.

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* 5. Brand and branding

	False	Sometimes true	True
We know what our brand stands for in our customers' eyes. This includes the characteristics that differentiate our business.	We know what our brand stands for in our customers' eyes. This includes the characteristics that differentiate our business. False	We know what our brand stands for in our customers' eyes. This includes the characteristics that differentiate our business. Sometimes true	We know what our brand stands for in our customers' eyes. This includes the characteristics that differentiate our business. True
The business's logo, fonts, designs and tone of voice are uptodate and project the business's image well.	The business's logo, fonts, designs and tone of voice are uptodate and project the business's image well. False	The business's logo, fonts, designs and tone of voice are uptodate and project the business's image well. Sometimes true	The business's logo, fonts, designs and tone of voice are uptodate and project the business's image well. True
Our branding has consistency, clarity, personality and a social dimension.	Our branding has consistency, clarity, personality and a social dimension. False	Our branding has consistency, clarity, personality and a social dimension. Sometimes true	Our branding has consistency, clarity, personality and a social dimension. True
Given the competitiveness of our market, we understand the importance and value of building a brand to build trust and stand out.	Given the competitiveness of our market, we understand the importance and value of building a brand to build trust and stand out. False	Given the competitiveness of our market, we understand the importance and value of building a brand to build trust and stand out. Sometimes true	Given the competitiveness of our market, we understand the importance and value of building a brand to build trust and stand out. True
The business has a clear and understood value proposition (ie a short statement of why a prospect should buy from you).	The business has a clear and understood value proposition (ie a short statement of why a prospect should buy from you). False	The business has a clear and understood value proposition (ie a short statement of why a prospect should buy from you). Sometimes true	The business has a clear and understood value proposition (ie a short statement of why a prospect should buy from you). True
We have a one minute pitch which is known by everyone who comes into contact with customers.	We have a one minute pitch which is known by everyone who comes into contact with customers. False	We have a one minute pitch which is known by everyone who comes into contact with customers. Sometimes true	We have a one minute pitch which is known by everyone who comes into contact with customers. True

Please add any issues or questions in relation to your brand.

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* 6. Products & Services

	False	Sometimes true	True
In the last year, we have introduced at least one new product or service, or relaunched an existing one.	In the last year, we have introduced at least one new product or service, or relaunched an existing one. False	In the last year, we have introduced at least one new product or service, or relaunched an existing one. Sometimes true	In the last year, we have introduced at least one new product or service, or relaunched an existing one. True
We are clear about our products’ unique characteristics.	We are clear about our products’ unique characteristics. False	We are clear about our products’ unique characteristics. Sometimes true	We are clear about our products’ unique characteristics. True
Our services are packaged up and presented well so that they are easy to promote.	Our services are packaged up and presented well so that they are easy to promote. False	Our services are packaged up and presented well so that they are easy to promote. Sometimes true	Our services are packaged up and presented well so that they are easy to promote. True
We have good working business processes for our key services.	We have good working business processes for our key services. False	We have good working business processes for our key services. Sometimes true	We have good working business processes for our key services. True

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* 7. Pricing

	False	Sometimes true	True
Our pricing strategy is clear and consistent.	Our pricing strategy is clear and consistent. False	Our pricing strategy is clear and consistent. Sometimes true	Our pricing strategy is clear and consistent. True
We compete on product or service quality more than on price.	We compete on product or service quality more than on price. False	We compete on product or service quality more than on price. Sometimes true	We compete on product or service quality more than on price. True
The business’s profits and net margins have grown over the last 3 years.	The business’s profits and net margins have grown over the last 3 years. False	The business’s profits and net margins have grown over the last 3 years. Sometimes true	The business’s profits and net margins have grown over the last 3 years. True

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* 8. Marketing Communications (Promotion)

	False	Sometimes true	True
Our approach to communications (promotion) is multi-channel and integrated.	Our approach to communications (promotion) is multi-channel and integrated. False	Our approach to communications (promotion) is multi-channel and integrated. Sometimes true	Our approach to communications (promotion) is multi-channel and integrated. True
Employees responsible for generating new business have up-to-date selling skills.	Employees responsible for generating new business have up-to-date selling skills. False	Employees responsible for generating new business have up-to-date selling skills. Sometimes true	Employees responsible for generating new business have up-to-date selling skills. True
Sales people are managed against targets at least weekly or monthly.	Sales people are managed against targets at least weekly or monthly. False	Sales people are managed against targets at least weekly or monthly. Sometimes true	Sales people are managed against targets at least weekly or monthly. True
We don’t rely solely on marketing communication techniques like sales, advertising or social media, on their own.	We don’t rely solely on marketing communication techniques like sales, advertising or social media, on their own. False	We don’t rely solely on marketing communication techniques like sales, advertising or social media, on their own. Sometimes true	We don’t rely solely on marketing communication techniques like sales, advertising or social media, on their own. True
Our online marketing doesn’t just rely on our website; we have a digital marketing strategy which also involves search engine optimisation, Google Adwords, display advertising, database/CRM, email, social media or video.	Our online marketing doesn’t just rely on our website; we have a digital marketing strategy which also involves search engine optimisation, Google Adwords, display advertising, database/CRM, email, social media or video. False	Our online marketing doesn’t just rely on our website; we have a digital marketing strategy which also involves search engine optimisation, Google Adwords, display advertising, database/CRM, email, social media or video. Sometimes true	Our online marketing doesn’t just rely on our website; we have a digital marketing strategy which also involves search engine optimisation, Google Adwords, display advertising, database/CRM, email, social media or video. True
Our website is being found in searches for key relevant search terms because its approach to search engine optimization (SEO) is working.	Our website is being found in searches for key relevant search terms because its approach to search engine optimization (SEO) is working. False	Our website is being found in searches for key relevant search terms because its approach to search engine optimization (SEO) is working. Sometimes true	Our website is being found in searches for key relevant search terms because its approach to search engine optimization (SEO) is working. True
We've taken conversion rate optimization into account in the design of our website.	We've taken conversion rate optimization into account in the design of our website. False	We've taken conversion rate optimization into account in the design of our website. Sometimes true	We've taken conversion rate optimization into account in the design of our website. True
Our website is mobile-friendly (ie responsive) and works on most mobile devices.	Our website is mobile-friendly (ie responsive) and works on most mobile devices. False	Our website is mobile-friendly (ie responsive) and works on most mobile devices. Sometimes true	Our website is mobile-friendly (ie responsive) and works on most mobile devices. True
We are practising content marketing /* inbound marketing so that we build trust and attract new customers to our website *(eg by using blogs, social media, email newsletters, video).	We are practising content marketing /* inbound marketing so that we build trust and attract new customers to our website *(eg by using blogs, social media, email newsletters, video). False	We are practising content marketing /* inbound marketing so that we build trust and attract new customers to our website *(eg by using blogs, social media, email newsletters, video). Sometimes true	We are practising content marketing /* inbound marketing so that we build trust and attract new customers to our website *(eg by using blogs, social media, email newsletters, video). True

Please add any particular challenges or questions in relation to your marketing communications.

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* 9. Marketing Budget & Metrics

	False	Sometimes true	True
We don't have an unplanned, ad hoc approach to marketing spend.	We don't have an unplanned, ad hoc approach to marketing spend. False	We don't have an unplanned, ad hoc approach to marketing spend. Sometimes true	We don't have an unplanned, ad hoc approach to marketing spend. True
We have a clear, defined marketing budget.	We have a clear, defined marketing budget. False	We have a clear, defined marketing budget. Sometimes true	We have a clear, defined marketing budget. True
Our marketing expenditure is reviewed against the marketing budget at least every six months.	Our marketing expenditure is reviewed against the marketing budget at least every six months. False	Our marketing expenditure is reviewed against the marketing budget at least every six months. Sometimes true	Our marketing expenditure is reviewed against the marketing budget at least every six months. True
(Google) Analytics is properly set up on our website, regularly reviewed and acted on.	(Google) Analytics is properly set up on our website, regularly reviewed and acted on. False	(Google) Analytics is properly set up on our website, regularly reviewed and acted on. Sometimes true	(Google) Analytics is properly set up on our website, regularly reviewed and acted on. True
We have metrics (ie Key Performance Indicators) in place to measure marketing effectiveness.	We have metrics (ie Key Performance Indicators) in place to measure marketing effectiveness. False	We have metrics (ie Key Performance Indicators) in place to measure marketing effectiveness. Sometimes true	We have metrics (ie Key Performance Indicators) in place to measure marketing effectiveness. True

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* 10. Team

	False	Sometimes true	True
Each marketing team member has clear, written roles and responsibilities.	Each marketing team member has clear, written roles and responsibilities. False	Each marketing team member has clear, written roles and responsibilities. Sometimes true	Each marketing team member has clear, written roles and responsibilities. True
The marketing team is energized and enthusiastic.	The marketing team is energized and enthusiastic. False	The marketing team is energized and enthusiastic. Sometimes true	The marketing team is energized and enthusiastic. True
The business’s culture is healthy and supports marketing.	The business’s culture is healthy and supports marketing. False	The business’s culture is healthy and supports marketing. Sometimes true	The business’s culture is healthy and supports marketing. True

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* 11. How many employees do you have? (Please give approximate full-time-equivalents for part-timers).

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* 12. Have you got any other specific marketing challenges you want help with? Please add any comments with some background.

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* 13. Contact Details

Name *

Company

Address

Address 2

City/Town

Postal Code / ZIP

Country

Email Address *

Phone Number *

Thank you very much for taking the Real Marketing Fitness Test. We'll contact you as soon as possible with your Marketing Fitness Score, responses to your questions and comments, and suggested areas of marketing that you could work on. Good luck!

Christopher Lamotte MRICS MBA MCIM DipDigM
Chartered Marketer

c.lamotte@real-m.com
+(44) 01620 825751
+(44) 07957 870071
www.real-m.com

Tannery House, 15 Sidegate, Haddington, East Lothian, nr Edinburgh, EH41 4BZ, UK