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What exactly does a gap analysis accomplish?
Gap analysis is a deep dive review of the current state of your marke ng
strategy, processes, performance, and team structure. It facilitates clearly
iden fying and openly acknowledging under-performing aspects of
your execu on, strategy, and tac cs. It o en includes a comprehensive
comparison of actual outcomes against desired goals.
• Define the baseline: Clearly define your marke ng objec ves: where
you are in the journey and where you want to go. Then, it is easy to
iden fy the gaps and determine how close or far away you are from your
objec ves.
• Get outside help: It is o en helpful to have an objec ve third party
conduct the analysis, as they are able to look beyond historical issues
and internal biases. An outside eye may help you see things differently.
• Consider all angles: Be prepared to look at the situa on from all sides.
Some ideas to get started:
° Is your team structure set up to meet the business objec ves?
° Are your marke ng, sales and key stakeholder objec ves aligned?
° Do your metrics currently align with desired business outcomes?
° What is the state of your current martech stack?
° Are there topics that are not part of your current marke ng planning
and repor ng structure that should be included?
