Analytics Maturity and Tech Assessment

CLIENT INFORMATION

Company Name

Your Email Address

Company Domain

AUDIENCE INTELLIGENCE & TARGETING

Q1: How do you identify and prioritize target accounts for marketing and sales?

Firmographic filtering only (industry, size, title) BASIC We use 1st + 3rd party intent signals to identify in-market accounts INTERMEDIATE We predict revenue potential of accounts based on intent + fit + engagement ADVANCED

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Q2: Can you predict which leads will convert to opportunities and estimate the pipeline value they'll generate?

No, we leverage historical benchmarks only BASIC We have lead scoring but can't predict pipeline value INTERMEDIATE Yes, we predict conversion probability AND expected deal size ADVANCED

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DATA INFRASTRUCTURE & INTEGRATION

Q3: Are your CDP, CRM, and Marketing Automation platforms integrated?

No, our systems operate in silos with manual data transfers BASIC Partially integrated - some data flows automatically but gaps remain INTERMEDIATE Yes, fully integrated with bi-directional data sync and unified customer view ADVANCED

TECH STACK INTELLIGENCE

The following questions help us understand your current tools and team. These are not scored.

Do you have anyone dedicated to marketing analytics?

Yes No

Do you have a BI tool?

Yes No

Do you have a Marketing Automation platform?

Yes No

Do you have a CRM?

Yes No

Do you have an Attribution solution?

Yes No

Do you have a CDP (Customer Data Platform)?

Yes No

ATTRIBUTION & MARKETING EFFECTIVENESS

Q4: How do you attribute revenue or pipeline to marketing touchpoints?

Last-touch or first-touch attribution BASIC Linear, multi-touch attribution INTERMEDIATE Full-funnel, multi-touch attribution linked to revenue outcomes with brand exposure measurement ADVANCED

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Q5: Can you measure the impact of brand/awareness campaigns on conversion rates and deal velocity?

No, we only track direct response metrics (clicks, leads, CPL) BASIC We compare conversion rates for exposed vs non-exposed audiences INTERMEDIATE We use control groups, brand lift studies, or MMM to quantify brand ROI ADVANCED

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MARKETING MIX & BUDGET OPTIMIZATION

Q6: Can you quantify the impact that macro-economic factors have on your pipeline goals?

No, we don't factor in external market conditions BASIC We monitor these factors qualitatively but don't quantify impact INTERMEDIATE Yes, we model macro-economic and competitive dynamics into forecasts ADVANCED

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Q7: Can you predict the pipeline impact of increasing or decreasing budget in a specific channel?

No, we report what happened but can't forecast impact BASIC We estimate based on historical averages INTERMEDIATE Yes, we model diminishing returns, saturation, and cross-channel effects ADVANCED

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CUSTOMER VALUE & RETENTION

Q8: Can you calculate your customer retention rate and identify what causes customers to churn?

No, we don't track retention systematically BASIC We track retention but don't know why customers churn INTERMEDIATE Yes, we model churn drivers and predict at-risk accounts ADVANCED

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Q9: Can you calculate Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC) by segment or cohort?

No, we don't calculate these metrics BASIC We calculate company-wide averages but not by segment INTERMEDIATE Yes, we track LTV:CAC ratio by channel, segment, and cohort ADVANCED

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PRICING POWER & CUSTOMER VALUE

Q10: Can you confidently raise prices above the rate of inflation for specific customer segments without significantly increasing churn?

No — we don't have visibility into price sensitivity or segment-level retention to make that call BASIC Partially — we track retention broadly but can't isolate which segments can absorb price increases INTERMEDIATE Yes — we model price elasticity and churn risk by segment and use it to guide pricing decisions ADVANCED

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Analytics Maturity and Tech Assessment

Thank You!