MarketSmart Assessment

MARKETSMART is a simple tool designed to help you identify strengths and gaps in your marketing approach—so you can focus on what really moves the needle. This quick assessment covers key areas like understanding your market, using resources wisely, planning and executing effectively, and tracking results. For each question, you’ll rate your business on a scale from:

A. Unfamiliar – We haven’t focused on this area yet.
B. Developing – We’re working on it but need improvement.
C. Emerging – We have a foundation but aren’t fully consistent.
D. Established – We’re solid in this area and see results.
E. Well-Established – We’re fully optimized and always improving.

At the end, you’ll get a clear, actionable score showing where you’re strong and where you can improve—helping you focus on what matters most to grow your business.

Step 1 of 11

Name

First Last

MARKET UNDERSTANDING

How clearly have you defined your target market segments, and do you have well-researched customer personas guiding your marketing efforts?(Required)

A Unfamiliar: We do not have clearly defined KPIs or a structured way to measure marketing success	B Developing: We track some basic KPIs, but they are not consistently reviewed or used to make strategic decisions.	C Emerging – We have established key marketing KPIs and review them occasionally, but adjustments are made infrequently.	D Established– We track well-defined KPIs, review performance regularly, and adjust strategies based on data insights.	E Well-Established – Our KPIs are clearly defined, closely monitored, and continuously optimized, ensuring marketing decisions are data-driven and aligned with business goals.

AUDIENCE INSIGHTS

How well do you understand your customers’ needs, pain points, and purchase behaviors, and have you validated these insights through real customer feedback?

A Unfamiliar – We have little to no understanding of our customers’ needs, pain points, or buying behaviors.	B Developing – We have some general assumptions about our customers, but they are not based on solid data or direct feedback.	C Emerging – We have gathered some insights on customer needs and behaviors, but they are limited and not regularly validated through customer feedback.	D Established – We have a strong understanding of our customers, backed by data and some direct customer feedback, which informs our marketing strategies.	E Well-Established – Our customer insights are well-researched, continuously updated through direct feedback, and deeply integrated into our marketing decisions.

RESOURCES & ROI

Are your marketing budget, tools, and team resources allocated in a way that consistently drives measurable returns on investment?

A Unfamiliar – We lack a clear marketing budget, tools, or dedicated resources, and we do not track ROI.	B Developing – We have some budget and tools in place, but resource allocation is inconsistent, and ROI measurement is limited.	C Emerging – We have a defined marketing budget and tools, and we track some key performance indicators, but ROI is not consistently measured or optimized.	D. Established– We allocate budget and resources strategically, track ROI regularly, and adjust efforts based on performance data.	E Well-Established – Our marketing investments are optimized, backed by clear performance data, and consistently deliver strong, measurable returns.

KEY PERFORMANCE INDICATORS (KPIs)

What are the primary KPIs you track for marketing success (e.g., leads generated, conversion rates, customer acquisition cost), and how frequently do you review and adjust them?

A Unfamiliar – We lack a clear marketing budget, tools, or dedicated resources, and we do not track ROI.	B Developing – We have some budget and tools in place, but resource allocation is inconsistent, and ROI measurement is limited.	C Emerging – We have a defined marketing budget and tools, and we track some key performance indicators, but ROI is not consistently measured or optimized.	D Established– We allocate budget and resources strategically, track ROI regularly, and adjust efforts based on performance data.	E Well-Established – Our marketing investments are optimized, backed by clear performance data, and consistently deliver strong, measurable returns.

EXECUTION & EFFICIENCY

How effective and efficient are your marketing processes (campaign planning, content creation, campaign execution) in consistently delivering on time and meeting quality standards?

A Unfamiliar – Our marketing processes are unstructured, inconsistent, and often miss deadlines or quality expectations.	B Developing – We have some processes in place, but execution is inconsistent, leading to delays or varying quality.	C Emerging – Our marketing processes are somewhat structured and meet deadlines most of the time, but efficiency and quality could improve.	D Established– We have clear, well-documented marketing processes that enable consistent, timely, and high-quality execution.	E Well-Established – Our marketing operations are highly efficient, streamlined, and optimized, ensuring flawless execution, on-time delivery, and top-tier quality.

TARGETING & POSITIONING

How effectively are you tailoring marketing messages to specific audience segments, and is your market positioning clearly different from competitors?

A Unfamiliar – We don’t have clearly defined audience segments, and our messaging is the same for everyone.	B Developing – We have some idea of our target audience, but our messaging is broad, and we don’t stand out much from competitors.	C Emerging – We adjust our messaging for different customer groups and have a general sense of what makes us different, but it could be clearer.	D Established– We tailor our marketing to specific customer groups, and our business is positioned clearly compared to competitors.	E Well-Established – We have a strong, well-defined market position and consistently deliver messaging that connects with each audience in a way that sets us apart.

STRATEGY ALIGHNMENT

Is there a documented, cohesive marketing strategy that aligns with your overall business objectives, and is it updated regularly to reflect market and industry shifts?

A Unfamiliar – We do not have a documented marketing strategy, and marketing efforts are not aligned with business objectives.	B Developing – We have some marketing plans, but they are loosely defined and not consistently aligned with business goals.	C Emerging – We have a documented marketing strategy that supports business objectives, but it is not regularly reviewed or updated.	D. Established– Our marketing strategy is clearly documented, aligns with business goals, and is reviewed periodically to stay relevant.	E Well-Established – We have a comprehensive, data-driven marketing strategy that is fully aligned with business objectives and continuously updated to adapt to market changes.

MESSAGING & BRANDING

Are your brand messaging, storytelling, and visual identity clear, compelling, and consistently applied across all marketing channels?

A Unfamiliar – We do not have a defined brand message or consistent visual identity across marketing channels.	B Developing – We have some brand messaging and visuals, but they are not consistently applied or compelling.	C Emerging – Our messaging and visual identity are somewhat defined and used across some channels, but inconsistencies remain.	D Established– We have a clear, compelling brand message and visual identity that are consistently applied across all marketing efforts.	E Well-Established – Our brand messaging, storytelling, and visual identity are highly refined, engaging, and seamlessly integrated across all channels, creating a strong, recognizable presence.

ANALYTICS & ATTRIBUTION

How robust are your analytics and tracking capabilities, and can you reliably attribute results to specific marketing activities or campaigns to inform better decision-making?

A Unfamiliar – We have little to no tracking in place, and we do not measure the impact of marketing efforts.	B Developing – We track some marketing metrics, but attribution is unclear, making it difficult to connect results to specific campaigns.	C Emerging – We have analytics tools in place and track key performance indicators, but our attribution is inconsistent or incomplete.	D Established– We have a solid analytics framework that reliably tracks performance and provides insights into campaign effectiveness.	E Well-Established – Our analytics and attribution models are highly advanced, allowing us to accurately measure ROI and optimize marketing strategies with confidence.

REVIEW AND REFINEMENT

How often do you reassess your marketing tactics, channels, and content, and use data-driven insights to refine or pivot your approach?

A Unfamiliar – We rarely, if ever, review our marketing tactics, and we do not use data to make adjustments.	B. Developing – We occasionally review our marketing efforts, but changes are made inconsistently and not always based on data.	C Emerging – We assess our marketing performance periodically and make some refinements, but our approach is not fully data-driven.	D Established– We regularly review marketing tactics, channels, and content, making adjustments based on performance data and insights.	E Well-Established – We have a structured, ongoing review process that continuously refines our marketing approach using real-time data and market trends.

BONUS QUESTION: TEAM & TALENT

Do you have the necessary marketing skills and expertise on your team, and are there processes for ongoing training or outsourcing to close any skill gaps?

A Unfamiliar – Our team lacks key marketing skills, and we have no formal training or outsourcing strategy to address gaps.	B Developing – We have some marketing expertise but struggle with skill gaps, and training or outsourcing is limited or ad hoc.	C Emerging – Our team has a solid marketing foundation, and we occasionally invest in training or external support when needed.	D Established– We have a well-rounded marketing team with strong expertise, and we proactively invest in training or outsourcing to fill gaps.	E Well-Established – Our team has top-tier marketing expertise, with structured training, continuous learning programs, and a strategic approach to outsourcing for specialized needs.