STEAM Readiness Assessment
STEAM Readiness Assessment
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Strategy
Asset Library
Data / Acc Selections
Inbound
Outbound
Marketing Operations
6 Steps Drive Success
1
2
3
4
5
6
Scoping the right size for the demand engine
The What / Why Now / To Who / Proposition Simplicity – The right
strategy is the key to success so we need to get this right from the outset
What exists, what can be adapted, what needs to be created
How robust has the selection criteria been for the accounts
we are going after
Current inbound volumes / lead flows and performance
metrics to leverage insights
Sales / Outbound set up. Where will our workloads
fit within the current resources available
Have full visibility of performance,
dashboards and progress
Strategy Development
Based on the solution area we are trying to generate demand for:
• Does a campaign strategy exist (Y/N) and when was it last updated
• Where would you place your solution against these 4 areas:
1. Ability to articulate the client problem your solution overcomes
2. What alternatives businesses have if they want to overcome this problem
3. Who worries about this problem in a prospect account and why
4. How compelling is your story today that drives urgency to act now
• Can you summarise your ideal customer’s strategic priorities?
• How many competitors can you think of that offer very similar solutions to yours
• How well do you address your customer’s strategic priorities in your existing content
Step 1
Rating:
3 months / 1 year / 3 years
Scale – 1 to 5
Scale – 1 to 5
Yes / No
Scale – 1 to 5
Scale – 1 to 5
Scale – 1 to 5
None / 1 to 5 / 5 to 10 / 10+
Asset Library
Based on the solution area we are trying to generate demand for:
• How many assets do you have that align to your current strategy
• How often are you creating new content
• Where is your latest content hosted / shared
• How many formats do you have (Video / eBooks / Podcasts / Blogs etc)
• Do you measure your best performing content
• How successfully do you generate new content ideas
• Who well do you create content in your organisation
• Is all the content you produce being used successful
Step 2
Rating:
Website / Social / Campaigns
Monthly / Quarterly / Annually
Yes / No / Unsure
Scale – 1 to 5
Scale – 1 to 5
Yes / No / Unsure
1 / 2 to 5 / 5+
0 / 1-3 / 4-7 / 8+
Data / Account Selection
Based on the solution area we are trying to generate demand for:
• Do you have a clearly defined Ideal Customer Profile
• How many organisations are in your Target Addressable Market
• How many people are in a typical buying group
• Where do you source your marketing database from
• How often do you refresh your marketing data
• What is the quality of your database against your TAM
• Who has ownership of the marketing database in your organisation
• What rules do you put in place regarding GDPR
Step 3
1 / 3 / 5 / 10+
ZoomInfo / CRM / Don’t Know
Range: <50 <200 <500 1000+
Daily / Monthly / Rarely / Never
Marketing / Sales / 3rd Party
Double opt in / Legitimate
Interest / Don’t Know
Yes / No / Unsure
Rating:
Poor / Good / Don’t Know
Inbound
Based on the solution area we are trying to generate demand for:
• Do you generate inbound enquiries currently
• What Marketing Technology platforms do you have
• Who manages the marketing technology in your organisation
• Which team follows up on inbound enquiries
• Do you maintain organic search engine optimisation
• Do you invest in paid media (SEO / Search / Display / Sponsorship)
• Who has ownership of the marketing database in your organisation
• How many leads per month are generated through inbound channels
Step 4
Specific team / 3rd party / Don’t know
SDRs / Sales / Don’t Know
MAP / CRM / Intent Platform
Yes / No
Yes / No
Marketing / Sales / Outsource
Range: 1-10 / 11-20 / 20+
Rating:
Yes / No / Unsure
Outbound
Based on the solution area we are trying to generate demand for:
• Does your sales organisation do proactive outbound activity
• What data do sales use to outbound
• What is the feedback on MQLs internally
• Does marketing dictate how much time is spent on outbound campaigns
• Do you use sales automation tools – like Outreach / Salesloft
• How satisfied are you with outbound follow up on marketing
generated leads
• Does outbound have enough priority in your sales organisation
Step 5
Poor / Average / Good / Excellent
Content Syndication MQLs / Don’t Know
Yes / No
Rating:
Yes / No / Unsure
Yes / No
Not satisfied / Satisfied / Don’t Know
Yes / No / Unsure
Marketing Operations
Based on the solution area we are trying to generate demand for:
• Do you track your pipeline
• How long is a typical sales cycle
• Do you report on pipeline velocity
• Do you review the number of touchpoints required to generate a SQL
• Do you know how many MQLs you generate per month
• Do you know where you highest quality leads come from
• Would marketing welcome better performance dashboards
• Are you able to attribute marketing influence on sales qualified pipeline
Stage 6
Yes / No / Unsure
Rating:
1 month / 3m / 6m / 1yr / 2yrs
Yes / No / Unsure
Yes / No / Unsure
Yes / No / Unsure
Yes / No / Unsure
Yes / No / Unsure
Yes / No / Unsure
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Slide 1: STEAM Readiness Assessment Slide 2: 6 Steps Drive Success Slide 3: Strategy Development Slide 4: Asset Library Slide 5: Data / Account Selection Slide 6: Inbound Slide 7: Outbound Slide 8: Marketing Operations Slide 9