FTM Business Template - Health Check Marketing

HealthCheck Marketing
Business Template
What is a Health-Check? When should you use it?

The Marketing HealthCheck template provides a The use of Health-Checks should form part of an
structured method for assessing the current status annual review of the critical areas of your business.
of the Marketing area of your business based on However, ensure that your improvement actions are
industry best practices. planned and monitored on a more regular
(quarterly) basis. Note that for some teams, the
Why is it relevant? Health-Check will also form part of an external audit
As industries become more competitive survival is or compliance process driven by customers or
about doing more with less whilst still delivering industry regulators.
against customer expectations at a level that
exceeds the competition. To achieve this you need How should you implement it?
to: 1) understand what ‘best practice’ looks like, and Plan the Health-Check carefully and ensure that you
2) understand your current performance –ideally get the right people involved early in the process.
against the competition. Gather information through face-to-face interviews
where possible, although electronic checklists can
Who needs to be involved? enable you to involve a larger group. Gather
The Health-Check should be completed by all those evidence of performance as you go. Then
that are responsible for performance in this consolidate the various views and look for areas of
particular area of the business, but you must seek inconsistency across different stakeholders, and
the views of all those involved – even if you do not assess areas of concern. Finally, develop a clear
agree with them. Stakeholders may mainly be action plan with ownership and timings for getting to
internal to the business, but ensure that you get an green or for improving the score on an individual
external perspective involving the views of key item.
customers and suppliers.
© SofTools, 2009. For more information on related products and services, visit www.Fast-Track-Me.com
or contact us at: info@Fast-Track-Me.com
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.
ID Category Evaluation criteria
1 Marketing 101 – Basic Principles Score Status
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)
2 Strategic Marketing Score Status
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
3 Marketing Mix Score Status
A The four Ps The four Ps reflecting Price, Product, Promotion and Placement are 4 Amber
defined for all key products & service offerings
B Competitive The market is constantly monitored in terms of positioning and 3 Amber

positioning competitor activity and the marketing mix is adjusted accordingly
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
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
C Customer The whole end-to-end customer experience is identified, mapped, 5 Green

Experience and monitored and managed to the extent that customers will willingly
Advocacy recommend you and your offering to others
5 Digital Marketing Score Status
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
A Blending Messages are tuned to the medium based on an understanding of 2 Amber

customer behaviours and preferences
C Consistency Brand consistency is maintained across all channels and activities are 2 Amber
integrated and audited to maximum return and legislatory compliance
6 Marketing Management: 1. Understand Score Status
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
7 Marketing Management: 2. Develop Score Status
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
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
9 Marketing Management: 4. Review Score Status
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
10 Evaluation, Metrics & Returns Score Status
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
C RoMI Return on Marketing Investment (RoMI) is tracked in terms of financial 3 Amber

indicators as well as performance against key objectives
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.
Element Score 0 1 2 3 4 5 Improvement Actions
Marketing 101 – Basic 2.3 Need to align marketing with all functions to
Principles ensure consistent delivery of key messages
Strategic Marketing 4.3
Marketing Mix 3.7 Need to review the 4 P’s for key product in
line with the new brand strategy
Extended Marketing Mix 4.3
Digital Marketing 1.7 Need to introduce a structured approach to

scanning new digital technologies
Marketing Management: 1. 2.7 Need to implement a process for

Understand communicating insights internally
Marketing Management: 2. 1.3 Need to revise marketing plans and get buy-
Develop in from key stakeholders
Marketing Management: 3. 4.7

Execute
Marketing Management: 4. 4.3

Review
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.
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.
Use the following blank template to address an issue or opportunity within your business or team
Form 1: Detailed Audit

ID Category Evaluation criteria
1 Marketing 101 – Basic Principles Score Status
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)
2 Strategic Marketing Score Status
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
3 Marketing Mix Score Status
A The four Ps The four Ps reflecting Price, Product, Promotion and Placement are
defined for all key products & service offerings
B Competitive The market is constantly monitored in terms of positioning and

positioning competitor activity and the marketing mix is adjusted accordingly
C Sales Alignment Mix elements in particular promotions and sales channels are aligned to
optimise the impact of marketing on key business imperatives
4 Extended Marketing Mix Score Status
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
B Integration All mix elements are exercised and integrated as appropriate to

maximise the effectiveness and return of activities
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
5 Digital Marketing Score Status
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
A Blending Messages are tuned to the medium based on an understanding of

customer behaviours and preferences
C Consistency Brand consistency is maintained across all channels and activities are
integrated and audited to maximum return and legislatory compliance
6 Marketing Management: 1. Understand Score Status
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
7 Marketing Management: 2. Develop Score Status
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
C Stakeholder Key stakeholders are engaged and committed to marketing strategies

engagement and plans
8 Marketing Management: 3. Execute Score Status
A Tasks & timing Project and programme management discipline and tools exists to
ensure the effective and efficient delivery of marketing activity
B Commitment to All team members demonstrate a commitment to excellence and /or

excellence brand values in delivering marketing activity
C Risk Project and programme issues and risks, including the external
Management environment are actively and routinely managed by marketing teams
9 Marketing Management: 4. Review Score Status
A Early indicators All activities are tracked from inception to ensure on-target delivery
B Re-evaluation Project and programme outcomes are evaluated effectiveness of strategy

in achieving goals and objectives
C Insights & All insights and learning’s from projects and programmes are captured
Learnings and feedback into future strategies and plans
10 Evaluation, Metrics & Returns Score Status
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
C RoMI Return on Marketing Investment (RoMI) is tracked in terms of financial

indicators as well as performance against key objectives
Form 2: Audit Summary

Element Score 0 1 2 3 4 5 Notes
Marketing 101 – Basic

Principles
Strategic Marketing
Marketing Mix
Extended Marketing Mix
Digital Marketing
Marketing Management:
1. Understand
2. Develop
3. Execute
4. Review
Evaluation, Metrics &
Returns

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HealthCheck Marketing

What is a Health-Check? When should you use it?

ID Category Evaluation criteria

1 Marketing 101 – Basic Principles Score Status

2 Strategic Marketing Score Status

3 Marketing Mix Score Status

B Competitive The market is constantly monitored in terms of positioning and 3 Amber

C Customer The whole end-to-end customer experience is identified, mapped, 5 Green

5 Digital Marketing Score Status

A Blending Messages are tuned to the medium based on an understanding of 2 Amber

6 Marketing Management: 1. Understand Score Status

7 Marketing Management: 2. Develop Score Status

9 Marketing Management: 4. Review Score Status

10 Evaluation, Metrics & Returns Score Status

C RoMI Return on Marketing Investment (RoMI) is tracked in terms of financial 3 Amber

Element Score 0 1 2 3 4 5 Improvement Actions

Strategic Marketing 4.3

Extended Marketing Mix 4.3

Digital Marketing 1.7 Need to introduce a structured approach to

Marketing Management: 1. 2.7 Need to implement a process for

Marketing Management: 3. 4.7

Marketing Management: 4. 4.3

Form 1: Detailed Audit

1 Marketing 101 – Basic Principles Score Status

2 Strategic Marketing Score Status

3 Marketing Mix Score Status

B Competitive The market is constantly monitored in terms of positioning and

4 Extended Marketing Mix Score Status

B Integration All mix elements are exercised and integrated as appropriate to

5 Digital Marketing Score Status

A Blending Messages are tuned to the medium based on an understanding of

6 Marketing Management: 1. Understand Score Status

7 Marketing Management: 2. Develop Score Status

C Stakeholder Key stakeholders are engaged and committed to marketing strategies

8 Marketing Management: 3. Execute Score Status

B Commitment to All team members demonstrate a commitment to excellence and /or

B Re-evaluation Project and programme outcomes are evaluated effectiveness of strategy

10 Evaluation, Metrics & Returns Score Status

C RoMI Return on Marketing Investment (RoMI) is tracked in terms of financial

Form 2: Audit Summary

Marketing 101 – Basic

Extended Marketing Mix

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