5
The 16 essen al components of gap analysis
Business Goals
Critical Business Factors
MarTech Stack
Marketing Channels
Lead Scoring / Prioritization
Lead Generation & Nurture
Goals
Opt-in Process and Privacy
Compliance
Unsubscribe Trends
Welcome Program and
Ongoing Nurture Campaign
Performance
Segmentation Criteria and
Frequency of Communications
Sales Metrics
(Lead Conversion and Velocity)
Marketing Journey & Persona
Definitions
Funnel Management/Strategy
Key Stakeholders
Team Structure & Roles
Governance & Standardization
Procedures
teg p:
Don't rush this step.
Assessing all aspects of your marke ng ini a ves requires a
keen and cri cal eye. Repor ng on the results and weighing
them against business goals is cri cal. Don't hold back and
be honest about the answers.
