Twelve statements across reach, traffic, engagement, conversion and measurement. Answer honestly. You'll get a score, your two weakest areas and what to fix first. No email required.
01We have a written ICP (firmographics, roles and buying triggers) that every campaign is built against.
02Every channel has a defined job in the funnel (creating demand or capturing it), not just a budget line.
03We know which channels bring visitors who become customers, not just which bring the most clicks.
04Budget moves between channels at least monthly, based on cost per qualified lead or opportunity.
05Leads that aren't ready to buy enter a nurture path (email, retargeting, content) instead of going cold.
06Creative and messaging are tested systematically, from a written backlog of hypotheses.
07Each key audience and offer has its own landing page, not one generic page for all traffic.
08Marketing and sales share one definition of a qualified lead and review lead quality together.
09We run conversion experiments every month and keep a log of what we learned.
10Ad platforms receive outcomes from our CRM (offline or enhanced conversions), not just form fills.
11We can see pipeline or revenue by channel in one view that finance would trust.
12We know our blended CAC and payback period, and how both changed last quarter.