© 2013 Pragmatic Marketing, Inc. All rights reserved.

Clients of Pragmatic Marketing are granted a limited license to use internally, for non-
commercial purposes.
Page 1
 Go-to-Market Strategy Scorecard
Assess the assets and liabilities that impact the ability of internal go-to-market teams to focus, build, execute, measure and improve.

% COMPLETE CONFIDENCE IMPORTANCE OWNERSHIP

(H, M, L) (H, M, L)
BUYER PERSONA PROFILING

Economic

Technology

Functional

PROGRAM MESSAGING BY PERSONA

For products

Across products/services/solutions

REPEATABLE SALES PROCESS

Steps defined

Step definitions aligned with Sales

Buyer personas in each step

Sales tools aligned with steps

Marketing programs aligned with steps

MARKET SEGMENTATION

By industry

By size of company/other demographic

By buyer persona profile

DATABASES

Sales database accessible to marketing

Consolidated database for marketing

Customer relationship management

Agency or other third party list

Opt-in customer database by topic

PROGRAMS ALIGNED BY PERSONA

Across entire company

Within a product line

© 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for non-
commercial purposes.
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 For individual products

AWARENESS BENCHMARKS
Awareness at company level

Awareness at solution level

Attributes associated with company

Attributes associated with product

REVENUE BENCHMARKS
Marketing cost per lead

Marketing cost per sale

Conversion rates (percentages)

Elapsed time between steps

First marketing touch to close (time)

Percent of leads closed (each campaign)

CUSTOMER RETENTION METRICS

Share of wallet

Customer satisfaction scores

Changes in maintenance renewals

Changes in other recurring revenue

INTERNAL SYSTEMS FOR

MEASUREMENT
Web metrics by goal

Marketing automation

CRM system reports for revenue metrics

Marketing access to sales database

Annual awareness survey

© 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for non-
commercial purposes.
Page 3