Current State Review
Unprecedented Insights, Backed Up by an Action Plan
If your organization wants to more successfully leverage the potential power of Marketing, but isn’t sure how to or where to start, you need to first gain a comprehensive understanding of the strengths and weaknesses of your current marketing strategy and programs. Working with LevelUp to conduct a comprehensive Current State Review provides an excellent foundation to start with as it identifies any significant gaps and the key areas that may require deeper assessment, helps determine mitigation priority, and aids in the development of a more detailed action plan.
Below are some examples of areas that are typically reviewed over the course of a Current State Review engagement, as well as examples of the types of questions that we are seeking to answer during the discovery phase:
Marketing Strategy – How robust is your current marketing strategy, if defined, and how well does it align with your business strategy and sales objectives?
Messaging and Positioning – How are your company and products positioned in the market? Is the messaging compelling, consistent, and aligned with target markets and buyers?
Lead Generation – How are leads generated today and what’s missing? How much is Marketing (vs. other channels) contributing to lead gen?
Leads Management – Is there a clear, consistent process for lead flow and categorization, enabling visibility across the lead lifecycle and the reporting of critical metrics?
Website – How clear, modern, and compelling is your website? Does it accurately represent your brand and the markets you serve? Most importantly, how well does it drive leads into the organization?
Branding – How well does your brand align with and support your business strategy? Beyond the visual brand elements, are your brand drivers unique and compelling?
Sales Enablement – Does the sales team have the high-quality content and tools needed to perform their jobs? Are there processes in place to maintain strong alignment regarding product releases?
Marketing Budget and Spend Tracking – Are your level of marketing investment and budget allocations aligned with strategic objectives and growth targets?
Marketing Staff – Are the Marketing resources you have in place capable of achieving your goals? Are you missing any critical resources?
Current State Review Example Excerpt
Step 1: Discovery
To conduct a Current State Review, we collaborate with key internal stakeholders and staff to review your marketing strategy, operations, and programs in order to assess their maturity, effectiveness, and alignment with business objectives. This stage typically takes a minimum of 30 days, but depending on the current state size and complexity and the availability of critical staff on your side to support the process, it could take longer. We will work with you to identify which specific marketing areas to include in the assessment based on your pain points, priorities, and timeline.
Step 3: Presenting the Findings
Once the comprehensive Current State Review report is complete, we will meet with your key leadership and stakeholders to review and discuss the findings. It is common for many findings and challenges to intersect with the roles and responsibilities of departments outside of Marketing, so it is best practice for this presentation to include cross-departmental representatives.
Step 2: Developing Report
After we conduct a thorough review of the identified areas, we will produce a written Current State Review report that outlines our findings for each area reviewed, including:
What the ideal state is according to industry norms and best practices
Details of the current state and gaps identified
Recommended actions to improve the current state
Step 4 (Optional): Action Plan
Once the Current State Review is complete and presented, you have the option to have LevelUp help carry the ball forward to the next step by developing a 30/60/90-Day Action Plan for you to then execute. Additionally, you could engage us to help execute one or more of the action plan items.
Ready to learn more?
Reach out today to learn how LevelUp can help your company achieve its objectives and accelerate growth through marketing excellence.