Demand Generation Capability Assessment Aligned – Staff are trained/experienced to perform this capability – AND this activity is formally part of their job description – AND the appropriate % of staff time and budget have been allocated Gap – Staff have limited training, or little to no experience – Or staff are trained/experienced, but do not have this as part of their job description or do not have the available time to perform – Or the capability lacks the minimum budget required Gulf – Staff does not have training or experience – Or this capability is not part of a formal job description, no resources assigned CapabilityDescriptionMarketingAssessment Function/SkillsetNotes describing the functionStaff AssignmentGulf/Gap/Aligned Key 1 = GulfDifficult 2 = GapDoable 3 = AlignedIn Place

Demand Gen TACTICAL Capabilities CapabilityDescriptionAnalysisAssessment Messaging & Creative Development External messaging to drive awareness, interest and response. Requires creative headlines, persuasive content, and attention grabbing creative strategy Lack methodology to perform repeatedly, messaging lacks clarity Gulf Field Marketing Implementation of tradeshows, webinars, & conferences to drive 1:1 engagement --- Integration of lead sourcing processes Capable and experienced Aligned Website and Landing Pages Management of effective content and campaign destination landing pages, landing page A/B testing Capabilities exist, require configuration adjustments for success Gap Social Media Management Manage content updates to Facebook, LinkedIn, Twitter, etc. to accomplish marketing objectives Purely a corporate comm function without tie to driving leads Gulf Direct Marketing and direct mail development, A/B testing methodology, management and reporting. Lack discipline of methodology and A/B testing, series of 1-offs Gap Content Authoring and Alignment to Buying Stages Develop content that informs, educates and motivates the prospect through the stages of the buying journey Strong content exists, lack audit & mapping stages Gap Tracking Code Implementation Manage tracking codes and implementation into campaign elements No tracking insight beyond the click exists Gulf PPC Keyword Buying and Management Keyword research, purchase and ongoing management Solid competency and performance Aligned Search Engine Optimization Continuous efforts to increase search relevance of ACME.com Outstanding results and strong team Aligned Key 1 = GulfDifficult 2 = GapDoable 3 = AlignedIn Place

Demand Gen STRATEGIC Capabilities CapabilityDescriptionAnalysisScore DemandGen Marketing Strategy Integrated strategy and formally documented plan that provides a blue print for driving early stage interaction and inquiry generation Lack comprehensive planning capabilities, test & learn discipline, lack tie from activity to results Gap Persona-based Content Marketing Persona development, mapping of the buying process, alignment of content to the buyer stages. Complete voidGulf Field Marketing Strategy National tradeshows, Field events, regional efforts, webinars to drive 1:1 customer engagement, channel co-op Strong capability – need to align with lead generation Aligned Performance Metrics Dashboard metrics providing campaign performance and ROI metrics that inform continuous improvement Solid and capable staff and technology Aligned Campaign Planning Planning to the buying lifecycle of the prospect, and sequencing for effective impressions and ideal frequency Plans are in place, but lack integration across programs Gap Comprehensive Media Plan, Performance ProForma and Budget Media planning identifies annual schedule, frequency, and budget of advertising (print ads, search keywords, online ads, etc.). Includes a ProForma of campaign metrics that aligns the media buy with lead sourcing projections Lack comprehensive view, media source scoring models, & ProForma closed loop performance Gulf Campaign Message and Content Development Creation of creative strategies that drive interest with a focused messaging that resonates with the audience and drives action Existing low maturity creative messaging, no professional copy writers are involved Gap Key 1 = GulfDifficult 2 = GapDoable 3 = AlignedIn Place