Are you
‘digital’ ready?
How relevant is digital?
1. Do you think buyer behaviour has significantly changed in the digital age?
0
10
Strongly Disagree
Strongly Agree
2. Do you think the relationship between Sales and Marketing has changed in the digital age?
0
10
Strongly Disagree
Strongly Agree
3. Do you think you could increase revenue by engaging existing customers with an enhanced digital experience?
0
10
Strongly Disagree
Strongly Agree
Digital driven changes to B2B buying behaviour
Looked at holistically, the way B2B customers ‘buy’ has changed, and changed dramatically.
Time spent engaging with an actual sales person has dropped significantly. Of the time spent in making purchase decisions as little as 5% will be spent talking with sales. Pre the online world the number would have been closer to 80%. The majority of time is spent in online research.
Business Implications: You need the tools to turn researchers into prospects and then into customers
4. When researching a relevant problem how likely is it that your prospects will find you online?
0
10
NOT LIKELY
VERY LIKELY
5. How confident are you that prospects are serviced well at each phase of the buying cycle?
0
10
NOT WELL
VERY WELL
6. How confident are you that all online sales opportunities are handled correctly?
0
10
NOT CONFIDENT
VERY CONFIDENT
The convergence of sales and marketing
The old model of marketing, finding the prospects and sales converting, is not so clear cut anymore. In many organisations sales are engaging in activities that were traditionally thought to be the domain of marketing.
Business Implications: Sales and marketing have to be more closely aligned than ever before to thrive in what is a new buying reality;
7. How well aligned are sales and marketing?
0
10
NOT AT ALL
VERY WELL
8. Do your sales and marketing teams have the right assets on hand to service prospects at every stage of the buying cycle?
0
10
NO ASSETS
ALL ASSETS
9. Do you have the right reporting to monitor and manage sales and marketing activity?
0
10
NO REPORTING
VERY GOOD REPORTING
Customer Service
We all know the value of existing customers, and that they are often the best source of growth. But, in the digital age, they will also be continuously exposed to alternative providers.
Business Implications: Strategies to maintain customers as well as block competitors need to evolve with the new buying behaviour
10. How well aligned are your sales, marketing and service teams?
0
10
NOT AT ALL
VERY WELL
11. How easy is it for your teams to access all the information they need on a customer?
0
10
VERY HARD
VERY EASY
12. How well do you think you block the prospecting activity of competitors?
0
10
NOT AT ALL
VERY WELL
Business Improvement
Even if you are not looking for business improvement, your competitors will be.
Business Implications: It is an imperative to leverage every applicable advance in digital technology
13. How well do you think your business systems work with each other?
0
10
NOT AT ALL
VERY WELL
14. How vulnerable do you feel to a competitor disrupting your market through a better sales, marketing and service model?
0
10
VERY VULNERABLE
NOT VULNERABLE
15. How much change will your business environment go through in the next 5 years?
0
10
SIGNIFICANT
NONE
Your Score
not ready - you have a big opportunity
some headway - still a lot of opportunities
you are on your way - time to finesse
great job - you are on the digital journey
great job - you are on the digital journey
Now you know your score...
