FTM Business Template - Health Check Marketing
FTM Business Template - Health Check Marketing
Business Template
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
HealthCheck Marketing
This is a case example based on a fictitious company called TVT – all the data is displayed for demonstration
purposes only. For a detailed explanation of what each cell is used for please refer to the Virtual Consultant on the
following pages.
A Market focus The organisation is focused on identifying and meeting the needs of 2 Green
clearly defined markets of accessible customers
B Unique Selling The company and its products / services are clearly differentiated in the 3 Green
Proposition market place with a clear and succinct Unique Selling Proposition (USP)
C Alignment Marketing is aligned with all functions to ensure that markets and 2 Amber
customers actually experience the differentiated proposition promised by
the brand(s)
A Life Cycle Mgt Market cycles and associated behaviours are understood, and products 4 Green
are managed proactively through each stage
B Portfolio Mgt Brands and products are actively managed as portfolios, recognising and 4 Green
harnessing the 360 degree SWOT position of the individual elements and
the whole
C Segmentation High growth and high emphasis segments are identified using tools 5 Green
including a Product-Market matrix
A The four Ps The four Ps reflecting Price, Product, Promotion and Placement are 4 Amber
defined for all key products & service offerings
C Sales Alignment Mix elements in particular promotions and sales channels are aligned to 4 Green
optimise the impact of marketing on key business imperatives
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
4 Extended Marketing Mix Score Status
A More P’s and a All opportunities and tools to differentiate marketing and to develop 4 Green
few R’s Relevance, Relationships, Responsiveness and Receptivity are explored
and understood
B Integration All mix elements are exercised and integrated as appropriate to 4 Green
maximise the effectiveness and return of activities
A Scanning Developments and trends in New Media, information access and digital 1 Red
technologies are constantly monitored and evaluated in terms of their
potential to engage with target markets
C Consistency Brand consistency is maintained across all channels and activities are 2 Amber
integrated and audited to maximum return and legislatory compliance
A Business Context All marketing activities have clear goals and objectives, and are aligned to 3 Amber
one or more business imperative
B External Specific target customer musts and wants are understood and drive local 2 Amber
Environment marketing planning
C Barriers Resources and constraints, internal and external, that are critical to 3 Amber
success are identified and managed accordingly
A Marketing Plan Market plans are created to support product-market initiatives in line 1 Red
with the Marketing Strategy and mix
B Creative A process exists for challenging the status quo and generating 1 Red
Solutions ‘breakthrough’ ideas
C Stakeholder Key stakeholders are engaged and committed to marketing strategies 2 Red
engagement and plans
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
8 Marketing Management: 3. Execute Score Status
A Tasks & timing Project and programme management discipline and tools exists to 4 Green
ensure the effective and efficient delivery of marketing activity
B Commitment to All team members demonstrate a commitment to excellence and /or 5 Green
excellence brand values in delivering marketing activity
C Risk Project and programme issues and risks, including the external 5 Green
Management environment are actively and routinely managed by marketing teams
A Early indicators All activities are tracked from inception to ensure on-target delivery 4 Green
B Re-evaluation Project and programme outcomes are evaluated effectiveness of strategy 4 Green
in achieving goals and objectives
C Insights & All insights and learning’s from projects and programmes are captured 5 Green
Learnings and feedback into future strategies and plans
A Marketing KPIs All activities are managed against SMART objectives which in turn relate 4 Green
back to marketing Key Performance Indicators
B Performance A framework exists to review and evaluate the performance and impact 5 Green
reviews of marketing overall
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
Audit Summary
For each element of the checklist add up the scores of the 3 related questions and divide by 3 – this will give you an
average score for that specific element. See example below.
Marketing 101 – Basic 2.3 Need to align marketing with all functions to
Principles ensure consistent delivery of key messages
Marketing Mix 3.7 Need to review the 4 P’s for key product in
line with the new brand strategy
Marketing Management: 2. 1.3 Need to revise marketing plans and get buy-
Develop in from key stakeholders
Evaluation, Metrics & Returns 3.9 Need to agree a consistent way of measuring
Return-on-Marketing-Investment (RoMI)
In the TVT example above, the managers conducting the Marketing Audit have identified that the weakest link is
that of the Marketing Management 2. Develop (average score 1.3). The plan would therefore be to focus
attention on and improve this area within the business first until it was no longer the weakest link. Once the senior
management team has increased confidence that the Platform (in this example) has improved, the next stage
would be to focus on the Digital Marketing (1.7) and Marketing 101 (2.3) areas.
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
Virtual ConsultantTM
The Virtual ConsultantTM provides a step-by-step guide to completing this business template. It is worded as a
series of questions designed to make you stop and think about this topic in a challenging and creative way – as if a
business coach or consultant was sitting next to you.
Health-Check
Use the following checklist to assess the current state of your team: Consider each criterion in turn and use the
following scoring system to identify current performance:
0 – Not done or defined within the business: unaware of its importance to innovation management
1 – Aware of area but little or no work done in the business
2 – Recognised as an area of importance. Some work done in this area
3 – Area clearly defined and work done in the area in terms of innovation management
4 – Consistent use of best practice tools and techniques in this area across the business
5 – Area is recognised as being ‘best in class’ and could be a reference area for best practice
Then reflect on the lowest scores and identify those areas that are critical to success and flag then as status ‘Red’
requiring immediate attention. Then identify those areas that you are concerned about, and flag those as status
‘Amber’ implying areas of risk that need to be monitored closely.
In your innovation framework the whole Innovation Process is only as good as each individual element. If one ‘link
in the chain’ is weak then the Innovation Process within the company will not operate to optimum efficiency and
there is an increased risk of failure. The action plan therefore should be to focus attention and resources on the
elements of greatest weakness first, and then to move the whole framework to a level of excellence. This approach
optimises the use of resources and sets up a process of continuous improvement.
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
HealthCheck Marketing
Use the following blank template to address an issue or opportunity within your business or team
A Market focus The organisation is focused on identifying and meeting the needs of
clearly defined markets of accessible customers
B Unique Selling The company and its products / services are clearly differentiated in the
Proposition market place with a clear and succinct Unique Selling Proposition (USP)
C Alignment Marketing is aligned with all functions to ensure that markets and
customers actually experience the differentiated proposition promised by
the brand(s)
A Life Cycle Mgt Market cycles and associated behaviours are understood, and products
are managed proactively through each stage
B Portfolio Mgt Brands and products are actively managed as portfolios, recognising and
harnessing the 360 degree SWOT position of the individual elements and
the whole
C Segmentation High growth and high emphasis segments are identified using tools
including a Product-Market matrix
A The four Ps The four Ps reflecting Price, Product, Promotion and Placement are
defined for all key products & service offerings
C Sales Alignment Mix elements in particular promotions and sales channels are aligned to
optimise the impact of marketing on key business imperatives
A More P’s and a All opportunities and tools to differentiate marketing and to develop
few R’s Relevance, Relationships, Responsiveness and Receptivity are explored
and understood
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
C Customer The whole end-to-end customer experience is identified, mapped,
Experience and monitored and managed to the extent that customers will willingly
Advocacy recommend you and your offering to others
A Scanning Developments and trends in New Media, information access and digital
technologies are constantly monitored and evaluated in terms of their
potential to engage with target markets
C Consistency Brand consistency is maintained across all channels and activities are
integrated and audited to maximum return and legislatory compliance
A Business Context All marketing activities have clear goals and objectives, and are aligned to
one or more business imperative
B External Specific target customer musts and wants are understood and drive local
Environment marketing planning
C Barriers Resources and constraints, internal and external, that are critical to
success are identified and managed accordingly
A Marketing Plan Market plans are created to support product-market initiatives in line
with the Marketing Strategy and mix
B Creative A process exists for challenging the status quo and generating
Solutions ‘breakthrough’ ideas
A Tasks & timing Project and programme management discipline and tools exists to
ensure the effective and efficient delivery of marketing activity
C Risk Project and programme issues and risks, including the external
Management environment are actively and routinely managed by marketing teams
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]
9 Marketing Management: 4. Review Score Status
A Early indicators All activities are tracked from inception to ensure on-target delivery
C Insights & All insights and learning’s from projects and programmes are captured
Learnings and feedback into future strategies and plans
A Marketing KPIs All activities are managed against SMART objectives which in turn relate
back to marketing Key Performance Indicators
B Performance A framework exists to review and evaluate the performance and impact
reviews of marketing overall
Marketing Mix
Digital Marketing
Marketing Management:
1. Understand
Marketing Management:
2. Develop
Marketing Management:
3. Execute
Marketing Management:
4. Review
Evaluation, Metrics &
Returns
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: [email protected]