Last week Opportunity Inc. published its newest web site www.opportunity-inc.com . Over 20 years we always have tried to be cutting edge. We were out there in front of the wave with E Business Cards and streaming video on our site. Ron and I would have to candidly confess,” the shoemakers did not look down at the holes in their own shoes” in recent years. Our site was not mobile friendly and did not lever the search engine power that our blogs and published articles should have.
There is always an excuse for not refreshing your brand presentation and levering technology. We were busy with clients and the Book. But in the end we would both admit we would have not accepted the excuses from clients. We were wrong!
The experience reminded me that “do as I say not what I do” is simply not acceptable. So we are dusting off a tool we carry called “The Marketing & Sales Audit” and evaluating Opportunity Inc. Below is the checklist. If you own or manage an emerging business consider evaluating your marketing/sales program in all criteria. If you are not deploying a tactic honestly judge whether you should be and consider how you could. It is an outstanding discipline – ANNUALLY OR MORE FREQUENTLY!
Marketing & Sales Audit Checklist
|Profit By Customer Type||Branding/Image Analysis|
|Competitive Analysis||Sales Segmentation
|Product & Service Analysis||Market Research|
|Pricing||Industry Trend Analysis|
|Trade Shows||Customer Loyalty Programs|
|Alliance Formulation Programs||Events|
|Market Research for Suspects||Reasons for Losses|
||Prospect Tracking Program
|Hit Ratios||CRM System|
|Distribution Channels||Sales Management|
|Sales Metrics||Territory Managment|
|Hiring Practices||Obstacle Evaluation & Remedies|