Welcome to The Growth Engine Revenue Generation Maturity Framework Study

The Revenue Revenue Generation Maturity Framework is developed by The Growth Engine, a self assessment to help you understand the maturity of your business practices that affect your ability to generate revenues and achieve long term growth. This model was developed in 2015 and has been supported by empirical studies conducted in both North America, and Asia Pacific regions. The survey will take you only 5 minutes to complete and we will send you a complimentary assessment report within 3 business days.

What is your first name?

1. Hi ,

Thank you for taking this questionnaire.

Your answers will help you understand the maturity of your current capability to achieve revenue goals. A complimentary benchmark report will be sent to you when the study concludes to help you gain industry insights


2. How strategically oriented is your practice?

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Being your organization may not have a plan of action to address different possible scenarios. Highly tactical instead of strategic, most business decisions are made on the spot as different situations arise. The company is entirely dependent on the owners, founders, or C level executives.
Being your organization is very strategic with your annual marketing plan aligned with business planning and your quarterly campaign plans are aligned with both revenue objectives and ROI expectation for each activity.

3. How well do you know your ideal prospects and customers?

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Being little or no data is collected on your current customers and no demographic profiles defining your target audience.
Being you have well-defined personas and segmentation. Your company’s ideal customers are identified, demographic information is collected and analyzed, and customer/prospects pain points are documented and acted upon.

4. What marketing skills/resources do you have in your organization?

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Being your organization may not have existing senior leadership in marketing. Marketing is done only to the extent of meeting and servicing their sales people’s needs.
Being your organization may have CMO (Chief Marketing Officer), VPs, Marketing Directors, Managers and Program Managers in place. You may even have a Marketing Planning Manager. Your CMO is on the leadership committee and involved in business strategy planning.

5. How well defined are your marketing resources?

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Being Roles and responsibilities are not defined in the infant stage. Most, if not all roles are informal. Marketing resources have no job descriptions and as such, may be redirected for some other purpose.
Being your organizational structure and corresponding job descriptions are well defined and updated. The CMO and entire marketing team’s compensation is aligned to revenue and marketing performance.

6. How is your budget managed?

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Being budget is inexistent thus spending is completely ad hoc, all expenses are out of pocket and taken against daily revenues. Instead of being a profit center, any marketing effort is automatically classified as a cost center.
Being marketing budgeting is connected to revenue growth targets with clear ROI (Return On Investment) expectation. Marketing is classified as a profit center. As such, additional funds can be made available provided there is ROI justification and if the proposed marketing effort can bring in additional revenue.

7. How well defined are your sales and marketing processes?

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Being in your organization there are no or few established processes. All activities are done ad hoc and merely as a reaction to a particular situation. Similar situations may result in different reactions since there are no standard procedures in place.
Being all processes in your organization may be defined, measured, managed, documented and optimized.

8. How well established is your CRM and marketing automation systems in your organization?

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Being CRM (Customer Relationship Management) and/ or other marketing automation tools have not been established. Any marketing effort is done without the use of these resources.
Being CRM and marketing automation, and business intelligence systems exist and are integrated with customer intelligence about leads and customers. These tools are available to all sales and marketing staff and any other customer facing members in the organization.

9. How aligned is your sales and marketing?

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Being your marketing and sales teams operate in distinct silos with minimal alignment on goals and activities. The absence of shared goals and collaboration often result in conflicting activities.
Being your whole organization is a cohesive crossfunctional group formed with leaders from all departments with shared revenue responsibilities. Individual compensation may be tied to revenue growth. Annual conferences and quarterly workshops involve all key members from the different teams. The entire business work together to achieve the same revenue goals.

10. How good is your communication and sales support tools?

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Being communication & asset management and other similar tools are absent, there is no centralized portal for collateral or sales support material.
Being the communication structure in your organization allows for full sales support across the entire sales cycle from lead generation to quoting and contracting. After sales support is also available. Reporting and feedback is effectively set up to drive the development of the sales support infrastructure.

11. How accountable is your revenue generation practice?

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Being your organization does not have established metrics but have a focus on generating advertising. As such, any revenue or effect of existing marketing efforts is not measured. More focus are drawn on looking into the number of impressions, number of ads, and etc.
Being in your organization, there is a shift to revenue focused metrices such as customer lifetime value (CPL), retention rate, customer churn, conversion rate, brand equity, cost to acquire and ROI. All these are well defined and measured.

12. How well did you achieve your revenue goals in the last 12 months?

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Being your organization achieved 50% or less of the revenue target in the last 12 months.
Being your organization achieve 100% or more of the revenue target in the last 12 months.

13. About Your Business

14. About You

Thank you for filling out the Revenue Generation Maturity Assessment Survey.

Your organisation has scored out of 100.

The benchmark report will be sent to you via email within 3 business days to provide you with more insights.

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