Consulting service

Marketing Assessment

A comprehensive diagnostic of your marketing strategy, execution, and capabilities.

Most marketing teams know something isn't working — but they can't pinpoint exactly what. Is it the strategy? The execution? The team structure? The measurement? Usually, it's a combination — and the interactions between these areas are what makes diagnosis hard.

A Marketing Assessment gives you a complete, evidence-based picture of where your marketing stands today. Not opinions — structured analysis across every dimension of marketing maturity, from strategic diagnosis to execution discipline, from team capabilities to measurement frameworks.

The output: a scored assessment across 30+ dimensions, a clear prioritisation of what to fix first (and what to leave alone), and a concrete roadmap tied to your business reality.

What we assess

Three layers, nine domains, 30+ dimensions

Layer 1 Strategic Weight: 35%

Diagnosis ▼

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Market & category understanding — Competitors, market size, share, trends

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Customer insight & segmentation — Research quality, CEPs, buying barriers, data-backed segments

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Marketing funnel — Custom funnels per segment, conversion knowledge

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Market orientation — Measured using the MORTN scale — how customer-centric is your organisation?

Take the Market Orientation Assessment →

Strategy ▼

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Targeting — Clear choices about who NOT to serve, segment focus

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Positioning & brand architecture — Brand structure, positioning elements

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Growth model & objectives — Penetration vs loyalty balance, SMART goals, financial linkage

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Budget split & resource allocation — 60:40 brand/activation, ESOV, benchmarks

Layer 2 Execution Weight: 35%

Tactics ▼

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Full-funnel balance — Brand building vs activation in practice

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Media planning & channel mix — Portfolio support, channel adequacy

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Distinctive brand assets — Codified, measured, known and used

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4P influence — Does marketing influence product, price, distribution?

Execution ▼

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Partner & agency management — Briefing quality, relationship management

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Execution discipline — Plan adherence, budget discipline, timeline delivery

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Brand consistency — Coherence across channels and segments

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Go-to-market excellence — New product launch process, marketing's role

Measurement ▼

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KPI hierarchy & ROI — SMART KPIs, hierarchy, not too many, linked to outcomes

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Marketing data & analytics — Data availability, usage in decisions

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Brand tracking — Frequency, pre-testing, campaign measurement

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Effectiveness & ROI framework — ROMI, econometrics, attribution

Layer 3 Capability Weight: 30%

People ▼

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Team composition & roles — FTEs, seniority, functional vs product structure

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Skills & knowledge — Digital, evidence-based marketing, research, brand building

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Leadership & seat at the table — Reporting line (CEO vs CRO vs Sales head)

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Culture & mindset — Growth orientation, partner vs support function identity

Tools ▼

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MarTech stack — What's in it, integration, admin burden, goal alignment

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CRM & data integration — Sales-marketing data linkage, single customer view

Organisation ▼

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Cross-functional collaboration — Ability to influence across departments

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Learning & development — Competency development plans, training, certifications

Process ▼

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Planning system — Repeatable annual marketing planning cycle

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Sales-Marketing alignment — Measured using the Kotler alignment index

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HQ vs local coordination — Bottlenecks, autonomy, governance model

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Learning loop — Post-campaign review → diagnosis feedback → improvement

Take the Sales–Marketing Alignment Assessment →

How the assessment works

Document review

I review your existing marketing materials: strategy documents, campaign reports, brand guidelines, media plans, org charts, budget allocations, KPI dashboards. The more you share, the more accurate the diagnosis.

Stakeholder conversations

Structured interviews with key stakeholders — marketing leadership, sales leadership, product, and where relevant, senior management. These conversations surface what documents can't: cultural dynamics, alignment issues, and the gap between strategy-on-paper and strategy-in-practice.

Diagnostic instruments

I use validated instruments including the MORTN market orientation scale and the Kotler Sales–Marketing Alignment Index to add objective measurement to the qualitative assessment.

What you get

✓ A scored assessment across all 30+ dimensions (1–7 scale: ad hoc → benchmark)
✓ Layer scores with weights (Strategic 35%, Execution 35%, Capability 30%)
✓ An overall Marketing Readiness Score
✓ For each dimension: current state, implications ('So what'), and recommended actions ('Now what')
✓ A prioritised roadmap: what to fix first, what to fix later, and what to leave alone
✓ Clear identification of structural vs executional issues

What you don't get

This is not a 60-page report that sits on a shelf. It's a working document — a diagnostic tool that tells you where to focus your limited time and budget for maximum impact.

Tailored to your situation

The standard assessment covers all 30+ dimensions. But every company has specific concerns. Common customisations include:

— Deep dive into a specific area (e.g. only Brand & Communications, or only Sales–Marketing alignment)
— Benchmarking against industry standards or specific competitors
— Team capability assessment with individual development recommendations
— Multi-market assessment (HQ vs local marketing operations)
— Post-M&A marketing integration readiness

Tell me what matters most to you, and we'll scope accordingly.

How scoring works

Each dimension is scored 1–7:

1–2 Ad hoc No systematic approach, reactive

3–4 Fragmentary Some elements exist but inconsistent

5–6 Systematic Structured approach, consistently applied

7 Benchmark Best-in-class, could be a case study

Scores are evidence-based. Every rating is tied to specific observations, documents, or interview findings. You won't see a number without knowing exactly why it's there.

Interested?

A Marketing Assessment typically takes 2–3 weeks from kick-off to deliverable, depending on company complexity and stakeholder availability. If you'd like to discuss whether an assessment would be valuable for your situation — or if you have a specific area you'd like to diagnose — let's talk.

Get in touch → Connect on LinkedIn